Turn detailed case material into a story people can retell
Turn detailed case material into a story people can retell by connecting the work to something familiar. For IBM, a storytelling platform drew on a wide library of case studies and internal materials to create concise narrative "story nuggets". Each linked IBM innovations to familiar objects, places and human experiences, making complex information more accessible without losing the connection to real-world impact.
The IBM stories appeared across a dedicated website, social channels, YouTube, internal communications, environmental branding, printed books and event cards. The formats varied, but the central narrative stayed consistent: IBM's technologies quietly shape the modern world. Employees could communicate that account through visually striking, easy-to-share stories rather than relying on traditional B2B formats.
A 2025 survey by Redpoint Insights found that 52% of software and services buyers among U.S. professionals influencing, authorising or overseeing purchases said they were likely to share customer case studies across their buying committee.