How can SaaS companies leverage storytelling to engage their audience?

Create content that builds emotional connections by sharing real experiences, challenges, and lessons learned. Since B2B buyers are still human, they respond to authentic stories that help them relate to your brand on a personal level.
Share your brand story, not just product features. Your brand story (purpose, vision, mission, values) is the foundation of who you are. B2B buyers want to support brands they care about, so use storytelling to highlight your people, your values, and the other key things that make your brand different.
Improve brand experience by creating content helpful across the buyer journey (from your website to your onboarding materials).
Use storytelling to differentiate when products can’t. Product features are easily replicated by competitors, but your brand story is the one thing you can offer that is truly irreplicable. (It can even help you win even with an inferior product.)