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Storytelling Over Data: The Secret to Modern B2B Marketing with Lori Highby
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In this episode of The B2B eCommerce Show, host Justin King welcomes Lori Highby, marketing strategist, podcast host, and founder of Keystone Click, for a deep dive into why manufacturers still struggle with marketing in the digital age.
Lori shares her journey from growing up in tool and die shops to helping manufacturers shift from outdated tactics to smart, strategic storytelling. Together, she and Justin explore the real meaning of brand awareness, the long-game of marketing, and how AI is reshaping buyer journeys in real time.
Key topics include:
• Why storytelling outperforms data when building trust
• The 5% rule: marketing to buyers before they're ready to buy
• Why manufacturers must market beyond machines and capabilities
• The myth of instant ROI and the power of consistency
• How Gen Z and AI are rewriting the customer journey
• What it takes to show up in ChatGPT (and why most manufacturers don’t)
• Why gated content is fading—and what’s replacing it
• Actionable tips to shift from “we’ve always done it this way” to modern growth
If you're in B2B, manufacturing, or digital strategy, this episode is packed with no-fluff insights and practical advice for making marketing actually work.
Guest: Lori Highby
Host: Justin King
Introducing B2B eCommerce World. A conference focused on networking, education and training.
Melbourne, Australia August 19-20
Scottsdale, Arizona November 3 - 4
15 episodes
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