b2b Storytelling Stars
Watch 3 exceptional Marketers as they Develop their messaging and stories
A Limited series from Jay Acunzo and Intuit Mailchimp
6 videos + 6 resources for storytellers
This series takes you inside part of Jay’s coaching and advisory program for marketers and entrepreneurs. Watch as three storytellers work through the process of developing differentiated messaging and use that premise to craft signature stories built to resonate.
New Video!
Episode Two - 1:1 Coaching with Sarah Stockdale
How to Put Stronger Language to Your P.O.V.
Free resource for storytellers
The Frustration Statement
A series of writing prompts to drill down to the root of your perspective.
Episode one - Group Kickoff
turn your Perspective into your positioning
Free resource for storytellers
The Empathy Statement
A four-part structure of a brand story written to resonate.
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Episodes will appear both on this page and across social media as they launch, but you can get each video delivered to your inbox alongside an exclusive template for B2B storytellers by subscribing via email to Jay’s newsletter.
Meet our storytellers
Sarah Stockdale
Founder/CEO, Growclass
Sarah is an established and trusted voice in B2B marketing as the founder of the education and community company Growclass. She’s spent her career growing early stage tech companies. Sarah was one of the early hires at the Canadian Fintech giant Wave (acquired by H&R Block in one of the largest Canadian exits of all time). She then led growth at Tilt, building what is still the largest ever international college ambassador program. Tilt was acquired by Airbnb in 2017.
What’s at stake For Sarah:
Sarah wants to develop a stronger premise and clearer personal story. Her reputation is a key driver of her org’s marketing, but she brings with her lots of different ideas across many topics. Our challenge is to find her focus and come up with a message and subsequent stories that are specific enough to help her own her ideas publicly, but not too restrictive.
Shez Mehra
B2B entrepreneur (founder, The 194 Group & partner, Raina Music)
Shez specializes in audio branding, partnerships, entertainment, and experience design, working with some of the world's most celebrated brands and organizations. His firm, The 194 Group, helps plan and produce live experiences for brand clients like Aston Martin, BMW, Four Seasons, Google, Harley-Davidson, Mastercard, and Nike, with an emphasis on sound, music, and sonic branding. He’s also a partner at Raina, a B2B music-streaming solution.
What’s at Stake for Shez:
Shez recently left his role as an executive for the world’s largest B2B audio company. With renewed focus on his own ventures, Shez needs to develop not just his personal message and related stories, but his signature, sellable offers stemming from that position in the market. With a wealth of experience in his niche, Shez brings unfair storytelling advantages but also the risk of leaping too far ahead of his audience to discuss his area of expertise. How do we help show the world (not just tell them) the importance of what Shez knows and lead them there, beat by beat?
Natalie Taylor
Head of Marketing, Capsule
Natalie is the head of marketing at Capsule, a video editor for enterprise teams to keep all video creation on-brand across their orgs. She’s responsible for both strategy and execution at a B2B startup, which naturally increases the stakes of everything she does. A former professional dancer and a valued member of the B2B marketing community online and off, she can also be found running a side business with her partner, building the next generation of pizza oven technology.
What’s at Stake for Natalie:
Natalie brings with her two challenges to this program unique to her compared to our others storytellers: she must navigate other internal decision-makers and stakeholders in a way Sarah (Growclass’s CEO) and Shez (an entrepreneur) don’t, and she’s not nor has she ever been the company’s target customer (heads of creative at enterprise brands). Can she develop a differentiated brand story for Capsule and subsequent series of content for their audience, without diluting the message, missing the mark with customers, or running into too much complexity?
Meet Your Host
Jay Acunzo
Host, How Stories Happen; Cofounder, the Creator Kitchen
Exec. producer and director of differentiation to b2b entrepreneurs
After starting his career in marketing and media roles at Google, HubSpot, a tiny B2B startup, and a seed-stage VC firm, Jay has written books, given speeches in 25 states and 3 countries, and consulted B2B brands like GoDaddy, Wistia, Help Scout, Podia, and Drift. He’s hosted hundreds of podcast episodes and a docuseries about values-based businesses.
Today, Jay runs the education and community membership for business storytellers, the Creator Kitchen, and he consults entrepreneurs and experts, helping them craft stronger IP, differentiated messaging, and pillar projects.