In this episode of the Grow Your B2B SaaS podcast, Elliott Rayner joins Joran to unpack a game-changing tool for B2B SaaS brands: strategic storytelling. As a CMO @ Owow, Elliott has deep roots in the sports and tech arenas, Elliott brings a fresh, insider perspective on how to craft narratives that cut through the noise. In a world brimming with sameness, he shows us how the right story can become your unfair advantage.

Key Timecodes

(0:00) - Elliott on storytelling and strategic narrative
(0:46) - Introduction of Elliott Rayner by Joran
(1:28) - Importance of strategic narrative for B2B SaaS
(2:38) - Elliott on differentiated value, ICP, and credibility
(4:33) - The importance of the three pillars in storytelling
(5:38) - Misconceptions about strategic storytelling
(7:42) - Selling to humans in B2B
(8:05) - User experience as storytelling
(9:05) - Common storytelling mistakes in SaaS companies
(10:20) - Implementing a strategic narrative: step-by-step
(13:04) - Difference between strategic narrative and positioning
(14:09) - Elements of a good story
(15:34) - Common storytelling mistakes in SaaS
(17:25) - The role of conflict in storytelling
(18:08) - Example of storytelling in SaaS
(19:09) - Challenges in implementing storytelling
(21:04) - The importance of psychology in marketing
(22:39) - SaaS companies doing storytelling right
(24:51) - Understanding progress in storytelling
(27:30) - Aligning sales and marketing
(30:02) - AI as a risk and opportunity in storytelling
(31:59) - Dynamic vs. static personas and messaging
(32:10) - Elliott’s advice on strategic narrative
(32:39) - Advice for SaaS founders at different stages
(35:39) - Summary of key insights from the episode
(36:40) - Closing remarks and contact information

S6E9 - Strategic Storytelling for SaaS: Getting Everyone Aligned on Why You Matter with Elliott Rayner