Personification in B2B Marketing
September 24, 2018

Personification: An Effective B2B Marketing Technique

by Alex D'Amore

Personification: The representation of an abstract element of your story in human form.

You probably encountered this term in high school as an effective, if novel, element of good storytelling. Instead of describing a conflict, you give it a human form and let that character literally tell it’s own story.

Customer service software vendor, Zendesk, pulls this off to hilarious effect in its video entitled “I love it when he gives me the business.”

Think about it. Your business solves real problems for real humans. So why not consider giving both the problem and the solution a human form to get your point across?

Oh, and since we help craft B2B stories for our clients, we love it when you give us the business too!