The Changemakers How emotive storytelling unlocks permission to sell : David Moulton, Palo Alto Networks
Oct 23, 2025
In this engaging conversation, David Moulton, Senior Director at Palo Alto Networks, reveals the power of emotive storytelling in B2B marketing. He discusses the common pitfalls of rational messaging, urging marketers to connect with the human side of buyers. David shares insights on transforming fear in cybersecurity narratives into messages of empowerment. He emphasizes the balance between creativity and credibility and highlights storytelling as a competitive advantage in business, ultimately unlocking permission to sell more effectively.
AI Snips
Chapters
Books
Transcript
Episode notes
Threat Vector Podcast Routine
- David hosts the Threat Vector podcast to interview SMEs and share cybersecurity insights.
- He records long conversations to learn and deliver value for the community.
Lead With Story, Then Prove It
- Frontload storytelling at the top of funnel and hand off factual proof later in the buyer journey.
- Build thought leadership and creative hooks early, then let PMMs and campaign teams convert downstream.
B2B Suffers From Visibility Bias
- B2B marketing often defaults to rational, fact-led messages because of visibility bias and groupthink.
- Humans still buy emotionally, so emotive storytelling can break through even in B2B.
