Relevance to the relationship
Select stories for their relevance to a specific account relationship, not just their suitability for a broad campaign. The Frameworks designed UST's Boundless campaign to move specific relationships forward, using real client and partner stories to humanise UST's impact. Separate content programmes showed what happened within UST partnerships and how the effects reached people and communities.
For story selection, ask which customer experience will help the intended audience feel that your business understands their challenge. The Frameworks argues that narrowly focused B2B communication needs audience research to understand people's needs and emotions, including the concerns of the client's own customers. Look for a story that makes the partnership and its impact relevant to those concerns.
Consider relevance beyond the immediate contact, too. A 2025 survey by Redpoint Insights found that 52% of software and services buyers said they were likely to share customer case studies across their buying committee, among U.S. professionals influencing, authorising or overseeing software and services purchases.
Sources: Account-Based Marketing | The Frameworks, UST: Building a brand for boundless impact, Designing an authentic emotional connection