AMA: Arcade Head of Product Marketing, JJ Xia on Storytelling

When you're selling to multiple audiences, the only way to keep your stories sharp is to anchor each one to a specific hero persona. You might have one corporate narrative that is broad, but stories should be more specific. It's really easy to sound like jargon when you're selling B2B software – "grow revenue," "drive efficiencies, or "reduce risk" are all true but very boring. The best way to do this is to imagine one hero persona you are crafting a story for. Let's walk through 3 scenarios: If ...Read More

There's two place I usually go to for inspiration: The customer base Great storytelling examples far away from SaaS marketing Your customers are going to have very specific use cases and scenarios that ultimately led them to find a solution like yours. These are the stories you want to capture and amplify. Most times you are already able to articulate the high-level gist of the story (e.g. developers don't want to manage billing), but you don't know the exact words that articulate their pain unt ...Read More

The most important thing is teaching the sales/GTM team the right stories to tell. If they don't know the stories by heart, then it doesn't matter what's on the slide. I find that stories fall in one of three buckets: Pain stories: stories about a persona who really struggled with something before finding the solution you offer – time lost, money left on the table, embarrassment, regret, frustration with repetitive work. It's nice to include numbers that quantify the pain, but it's equally impor ...Read More

I mostly use AI tools to conduct research, refine copy, and create visual assets. Sometimes gen AI is still a hit or miss, but it works much more reliably when you've configured tools to work with your exact needs (e.g. your voice, your writing style, your brand, etc.) Here's what I use on a weekly basis: Customer interview partner – Every customer interview is done with Granola. We store all the interviews in one folder, so then it's quick to ask Granola for patterns, trends, and verbatim custo ...Read More