Anyone else doing some last minute holiday shopping this week? Here's our current wishlist for marketers... This is also a good chance to share that our offices will be closed from December 24-January 1. We wish you all a wonderful holiday season and happy new year!
About us
We help B2B SaaS brands achieve real revenue growth from their marketing program through a brand marketing approach. Relying on real, evidence-based marketing, we build tailored strategies and power them with best-in-class creative, to turn your program into a truly effective growth engine.
- Website
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https://www.storybookmarketing.io
External link for Storybook
- Industry
- Marketing Services
- Company size
- 2-10 employees
- Headquarters
- Remote
- Type
- Privately Held
- Founded
- 2023
Locations
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Primary
Get directions
Remote, US
Employees at Storybook
Updates
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You're not going to want to miss this. If you've been on LinkedIn for a while you might have heard of the 95:5 rule, but you might not know all the ins and outs of the term. Sit down with Liam Moroney and Dale W. Harrison tomorrow to go in-depth on the data behind the 95:5 rule and what it means for B2B marketing. Bring your pencils and questions. See you there!
Tomorrow, Dale W. Harrison and I will be talking live and in-depth about the 95:5 rule, with a special focus on the underlying data that supports it. It's a rule that's slowly growing in popularity in B2B, but there is just as much active resistance against it because it paints a picture of much less ability for marketing to control, and much less efficacy for performance marketing. Another layer of pushback on it comes from the startup mentality that the novelty of a disruptive solution means it should have no rigid buying patterns to contend with. That buying pattern't can't exist for an new product category. But even genuinely novel solutions still have to work within established organizational purchasing dynamics and human decision-making frameworks. This is the value of the 95:5 rule. It's the reality of where your new solution meets existing problems and buying dynamics. It's where scale ambitions need to engage with much more powerful market dynamics. It's what forces thinking about where marketing resources go, and just how far the performance marketing can be pushed without intentional focus on the ~95% of potential future buyers who are not in-market. The 95:5 rule continues to hold water when testing in B2C and B2C categories, but because there isn't a SaaS specific data set, we don't accept it. The reality is that SaaS isn't unique or immune to the dynamics of the market, and the more we embrace that, and well-researched principles like this, the better we can market and grow revenue. Join us tomorrow for the event (link in comments)!
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The messy middle part of strategy development is not something we often to get to see, but it's one of the most interesting things. Great marketing often starts with humble kernels of an idea that needed refinement, some were the one good option in a field of messy sketches, and some were crystal clear in the minds of the marketers on day one. On the other side, many great ideas got watered down by a committee, with the marketers privately lamenting what could have been if they only were trusted more. We get to see what made it into the world, but what happened along the way is every bit as fascinating, as we can see in the early sketches Jon Hicks made on the way to the early Mailchimp logo. I think it's not only important for marketers to see the journeys of great ideas, but it's also an untapped marketing opportunity in itself. Much of the software in B2B isn't easy to visually represent in exciting ways, and that can make it feel hard to market, but the transformation is what clients pay for. The change management is often the value. I know that's very true of the work we do at Storybook, too. Instead we just show the final results, and make our case studies feel like clean paths to success, which they rarely ever are. We show people where they could be, but we don't show them how we get them there. The "aha" moments that happen along the way are often untapped marketing opportunities.
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Storybook reposted this
A brand with a healthy market perception is a developed asset that provides a base for demand gen to activate against. This is one of the core principles of brand and demand - long-term marketing is what feeds the short-term. But it requires treating the long-term as an independent objective in itself. Where B2B often goes wrong is in trying to package it all up into a single motion, leaving us with a world where ebook downloads and badge scans are aggressively pursued in an attempt to speed-run the journey of awareness to purchase. It's always been about brand AND demand, and not brand VERSUS demand, but for brand to complement demand it needs to be treated as a strategic initiative in itself. More awareness and association with the problem that you solve is independently valuable. Being in the mental consideration set, and rising on it, is independently valuable. These are marketing objectives that put you in the running, and provide a tailwind for your demand generation efforts. Brand health can feel like a fluffy and sentimental idea, but in reality it is a high value asset that feeds demand gen more as it becomes more developed.
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Whether you've got tickets for Wicked, Gladiator 2, or Moana 2, there's a fascinating marketing lesson from Hollywood that applies to B2B marketing. Did you know that 90% of a film's marketing budget is spent BEFORE anyone can even buy a ticket? There's a brilliant reason for this that most businesses miss: Information takes time to spread. Just like movies need months of marketing before opening day to fill theaters, your brand needs time to build awareness and trust. You can't just "turn on" demand - it needs foundation. No product is fundamentally different in this respect. If you're focused on long-term growth, short-term marketing alone won't get you there. So, what do you do? 1) Invest in brand awareness first (think: 1 year commitment) 2) Then pivot to demand generation 3) Watch your marketing dollars become more effective because you laid the groundwork Remember: When you start with brand marketing, every demand gen dollar you spend later works harder for you. Too many companies try to sprint before they can walk. They push for immediate sales without building brand recognition. Don't make this mistake.
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Understanding Category Entry Points (CEPs) will change how you think about brand marketing. Your brand needs to be present at key decision moments - those specific times when people naturally think about solutions you provide. The more of these moments you can own, the more likely you'll be in their consideration set from day one. Think of it as strategic positioning meets perfect timing. Your marketing blueprint should map these moments and ensure you're there when it matters most. 💡 Key takeaway: Identify your category's critical entry points and position yourself to be remembered at those exact moments. As you refine your 2025 marketing plans, now is the perfect time to start mapping your Category Entry Points. We offer workshops to help you do just that: we train your team, identify your specific CEPs, and map content to align to them (plus lots more!). We're ready when you are.
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Ever wondered how people navigate 30,000 products in a supermarket? They don't. They use mental shortcuts – and that's exactly why brand marketing matters. Spending just 12 seconds per aisle, shoppers aren't weighing every option. They're scanning for familiar colors and logos that have earned their trust. This same psychology applies to B2B buying. Your prospects are overwhelmed with choices and looking for ways to filter the noise. Brand marketing isn't just about awareness. It's about earning a spot in your buyer's consideration set long before they reach out. Swipe through to see how the grocery store analogy perfectly captures why brand marketing is your competitive advantage in B2B.
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Run through your Netflix watchlist already? You're in luck; we've got quite the queue for you today. Starting at 12pm ET, join Liam Moroney on The CMO as he settles the brand vs. demand gen debate. Then at 1pm ET, Liam Moroney sits down with Dale W. Harrison for this week's episode of Data Literacy for Marketers where they discuss predictive models. Hope to see you there! Drop any questions here and we might answer them on today's live sessions.
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Don't miss our next episode of Data Literacy for Marketers tomorrow, right here on LinkedIn. Liam Moroney and Dale W. Harrison will be chatting about predictive models and the problems with working backwards from success. See you there!
We're back tomorrow for part 4 of Data Literacy for Marketers, and this topic is a really interesting one - the problems with "working backwards from success" The B2B SaaS industry has for years been obsessed with the idea of predictable revenue, but how we back into that predictability really matters. We're going to talk about predictive models, and the mistakes that commonly come up with them from a data perspective. Join Dale W. Harrison and I at 1pm ET tomorrow!
Data Literacy for Marketers - Part 4
www.linkedin.com
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There's a lot of rumors going around about brand marketing. We're here to set the record straight on some common myths around brand. Here's a bonus truth: Brand marketing takes time and investing in it now will lead to positive long-term impacts down the road. With 2025 fast approaching, make sure brand marketing is part of your strategy.