When we think about marketing, it’s easy to get caught up in click-through rates, pipeline numbers, and quarterly targets. But as Nancy Pearson shares in her conversation with Daryl Pereira, the real magic happens when companies build emotional connections with their customers.
Drawing from her experience as a transformative Chief Marketing Officer (CMO), Nancy explains why the most successful brands aren’t just known for their products—they’re remembered for how they make people feel. In enterprise sales, where decisions often involve hefty investments and long-term partnerships, trust becomes the deciding factor. And trust, Nancy emphasizes, is built through storytelling, not statistics.
One key takeaway: position the customer as the hero of the story, not the company. Instead of simply asking for a “reference,” create a platform where customers can share their achievements—with your brand playing a supporting role. This shift makes it easier to source powerful stories and gives clients personal reasons to participate.
Nancy also introduces the “StoryLab” concept, a structured yet creative way to develop emotionally charged narratives that can be adapted across digital, video, and sales channels. It’s not about churning out reference sheets—it’s about crafting human stories that spark real connection.
A poignant example? IBM’s collaboration with Runkeeper where a blind athlete was able to use the app to train independently—an initiative that wasn’t just about cloud technology but about empowerment.
It’s a reminder that when brands dare to tell bold, human-centered stories, they don’t just win business. They build lasting legacies.