B2B Storytelling That Scales (and Sells)

The best B2B brands don’t just tell a story. They live it across every team, channel, and touchpoint. 

But how do you get everyone aligned — from sales to customer success — without the story getting lost in translation (or buried in features)?

That question sits at the center of this conversation, as Drew talks with Marca Armstrong (Sensera Systems) and Caitlin Cassady (Beyond) about how to build a team of company-wide storytellers. From capturing customer language to coaching teams on how to use it, they reveal how to make your story stick—and scale. 

In this episode: 

• Marca starts with a simple headline story (“build with confidence”) and ensures it shows up consistently in every GTM motion. 

• Caitlin turns real customer stories into marketing fuel, using a “so what?” filter to connect features to real outcomes. 

• Together, they treat storytelling as everyone’s job, so marketing, sales, and CX all carry the same story.

Plus: 

• Measuring story-led work vs. feature blasts 

• Spotting what moves pipeline 

• Keeping language sharp so customer phrasing shows up in deals 

• Making storytelling a team sport across the company

If you want a story your customers instantly recognize—no matter who they talk to—this episode gives you the moves to make it happen. 

Renegade Marketers Unite, Episode 489 on YouTube

Resources Mentioned 

• CMO Huddles 

• Past episodes mentioned 

• • Marca Armstrong 

• • • Customer Advisory Boards 

• • • Leadership Strategies 

• • • Customer Marketing 

Highlights

• [2:13] Marca Armstrong: Why-led stories win teams over 

• [6:41] Curiosity drives better marketing 

• [10:00] Turning use cases into aha moments 

• [13:39] Caitlin Cassady: Storytelling that starts with customers 

• [16:04] The “so what” discipline 

• [20:44] When every team owns the story 

• [26:29] CMO Huddles: Expanding your expert circle 

• [29:11] Supercharge content teams with AI 

• [30:36] Make storytelling everyone’s job 

• [33:42] The story that wins revenue 

• [39:08] Speak in your customer’s voice 

• [40:37] When CX calls out the gaps 

• [43:47] When the market repeats you 

• [48:56] Advice for CMOs building a team of storytellers 

Highlighted Quotes

“One of our values as an organization is curiosity, so the people that I look for are just infinitely curious because if you're curious, you're just going to ask all the hard questions."— Marca Armstrong, Sensera Systems

“I've asked the whole team to infuse the principle of so what. So we're launching this new product feature. So what? What does that mean to the customer?"— Caitlin Cassady, Beyond

Full Transcript: Drew Neisser in conversation with Marca Armstrong & Caitlin Cassady