In the world of B2B marketing, creating compelling content is essential to stand out from the crowd. However, you may have noticed that your content is starting to sound the same. Don’t worry, this is a common phenomenon that can be explained by the use of narrative archetypes.
If our marketing narratives seem similar, it’s not for lack of creativity, but rather because our brains are programmed to recognize familiar patterns or archetypes. In B2B marketing, using familiar narrative structures can actually reinforce the effectiveness of our message, making it more accessible and remarkable to our audience.
Today, let’s embark on a two-part journey through Quebec’s SMEs, discovering these archetypes and their transformative power in the world of B2B content marketing.
The beginning of our journey
Our story begins in a modest Montreal office, where Marie-Ève, a young marketing strategist at a B2B agency, was scratching her head in front of her screen. Her once-effective campaigns seemed to have lost their magic. “Why aren’t my stories as captivating as they used to be?” she wondered. Then an e-mail appeared in her inbox, inviting her on a journey across Quebec to discover the secrets of seven B2B marketing narrative archetypes.
Intrigued, Marie-Ève accepted the invitation. Her first stop? An old maple grove in the Beauce region, transformed into a technology hub.
First of the archetypes: defeating the monster
In this high-tech maple grove, Marie-Ève met Jean-Philippe, founder of TechnoSève. He told her how his company had defeated the “monster” of inefficiency that threatened the maple syrup industry. Thanks to a revolutionary IoT system, TechnoSève had not only saved local production, but conquered the North American market.
In conversation with Jean-Philippe, Marie-Ève discovered the many heads of the hydra they were fighting. “It’s not just a question of inefficiency,” he explained. “It’s a whole ecosystem of problems: wasted sap, undetected equipment breakdowns, unpredictable fluctuations in production…. Each problem is a mini-monster that feeds on growers’ revenues.” TechnoSève mapped these challenges, creating a veritable “anatomy of the monster” that they presented to potential customers. This visual and narrative approach transforms abstract problems into a tangible, identifiable threat, reinforcing the urgency to act.
What particularly impressed Marie-Ève was how TechnoSève managed to involve the entire maple syrup community in their fight. They launched a campaign called “Les Gardiens de l’Érable”, where every producer using their technology becomes a hero in the fight against inefficiency. “We’re not just selling a product,” smiled Jean-Philippe, ”we’re recruiting allies in an epic quest.”
A new battle won against the monster
This strategy not only boosted their sales, but also created a sense of belonging and pride among their customers. The testimonials of these “heroes” became the heart of their marketing, each success story a new battle won against the monster. Marie-Ève realized that in B2B, turning your customers into the heroes of their story is perhaps the most powerful strategy of all.
She took out her little black notebook and began to scribble down her thoughts. In TechnoSève’s story, the ‘monster’ wasn’t a fire-breathing dragon, but the inefficiency that threatened to devour the maple syrup industry’s profits and competitiveness. Their IoT system played the role of magic sword, enabling producers to strike down this invisible but fearsome monster.
Marie-Ève realized that the archetypes could be applied to a multitude of scenarios. A cybersecurity company might portray cyber-attacks as the monster to be vanquished, while a human resources consulting firm might depict high turnover as the Minotaur in the organizational labyrinth.
The key, she noted, was to clearly identify the ‘monster’ specific to each industry or client, making it tangible so that the audience could really feel the threat. Then, the solution had to be presented as the weapon needed to overcome adversity, while positioning the customer as the real hero of the story.
Marie-Ève closed her notebook, her eyes shining with excitement. She couldn’t wait to put these ideas into practice, to transform her customers’ challenges into epic tales of triumph over adversity. She warmly thanked Jean-Philippe for his time and inspiring story, then headed off to her next destination, eager to discover the other archetypes that awaited her.
Second archetype: from poverty to wealth
Marie-Ève’s journey then took her to Rimouski, where she discovered the meteoric rise of OcéanTech. In a modest garage converted into an office, founder Pierre Lévesque recounted how his company had grown from a simple local supplier to a world leader in marine monitoring solutions.
“In the early days, we repaired sonars for local fishermen,” Pierre explained with a nostalgic smile. “Today, our systems equip research vessels in Antarctica.” This spectacular transformation perfectly embodied the “poverty to riches” archetype, a story that resonates deeply in the B2B universe.
Marie-Ève was fascinated by the way OcéanTech used its own journey as a metaphor for the potential growth of its customers. Each step in their evolution was carefully documented and shared, not as a simple timeline, but as a series of challenges overcome and crucial innovations.
“When we present our seabed mapping technology to a small fishing company, we don’t just talk about technical specifications,” explained marketing manager Sarah. “We show them how that same technology enabled a similar co-op to triple its catch in five years. Our story becomes their potential future.”
What struck Marie-Ève in particular was how OcéanTech had transformed its customer relationships into true partnerships for growth. The company didn’t just sell products; it actively engaged in the long-term development of its customers.
For example, their “Horizons Bleus” program offered personalized support to artisanal fisheries, helping them to gradually modernize their operations. “We’re growing together,” Pierre summed up. “Their success fuels our innovation, and our technology propels their growth. It’s a virtuous circle.”
Beyond sales figures, an emotional connection
The impact of this approach went far beyond mere sales figures. OcéanTech had become a true regional success story, inspiring other local entrepreneurs and attracting talent from across Quebec. Their story was taught in business schools like HEC, and cited as an example of success in the blue economy. Marie-Ève realized that this archetype had the power not only to sell products, but also to position a company as a key player in the economic development of an entire region.
Leaving Rimouski, Marie-Ève realized that the “from poverty to wealth” archetype was much more than just a marketing tool. It was a powerful narrative that created a deep emotional connection with B2B customers, showing them a tangible path to success.
She realized that to fully exploit this archetype, companies not only had to tell their own growth story. But also demonstrate how they could be the catalyst for their customers’ success. In a B2B world often perceived as cold and transactional, these stories of transformation and shared success had the power to create lasting bonds. And win the loyalty of customers looking for partners on their own journey to success.
Third archetype: the quest for excellence
In Saguenay (formerly Jonquière-Chicoutimi-La Baie), our traveler met the Logistique Boréale team. Their quest to optimize their delivery routes in Quebec’s Far North, and in particular to Kuujjuaq, was worthy of a Northmen saga. Each solution tested was like a stage in their journey, until they found the perfect combination of technology and local expertise.
Intrigued by this approach, Marie-Ève requested an interview with Sylvie Tremblay, co-founder and marketing director of Logistique Boréale. Sylvie’s testimony would bring this archetypal quest to life:
“Our journey to logistical excellence in the Far North has been anything but smooth sailing,” Sylvie began with a smile. “At first, we thought that our expertise in urban logistics would be easily transposable. How naive we were! Our first winter in Kuujjuaq quickly set us straight.”
Unique challenges
Sylvie goes on to describe the unique challenges they faced: “We had to completely rethink our approach. It wasn’t just a question of stronger trucks or more accurate GPS. We had to understand the culture, the pace of life, and even the way weather influences consumer habits in the North.”.
The story of Logistique Boréale, with its relentless search for the perfect solution for its delivery routes, embodied this quest perfectly. Every attempt, every failure and every success was an integral part of the story. They showed the determination and resilience needed to achieve excellence.
Marie-Ève understood that to optimize this archetype, it was necessary to emphasize not only the end result. But also the process of continuous improvement. B2B solutions were not to be presented as ends in themselves. But as tools enabling customers to pursue their own quest for excellence.
By telling these stories, she could create an emotional connection with decision-makers, who could recognize themselves in these journeys of constant optimization and innovation. It’s another way of showing that the supplier deeply understands the challenges and aspirations of its B2B customers.
Fourth archetype: the journey home
Destination Gatineau, on the other side of Quebec, for a meeting with BoisInno, specialists in ecological building materials. Having set out to conquer the Old Continent with their eco-friendly building materials, they returned stronger and wiser. “We thought our engineered wood would revolutionize Europe,” says the founder. “More than anything, we learned that even the French can be more stubborn than we are!” Their triumphant return, rich in lessons, transformed BoisInno into a North American leader in sustainable construction.
Marie-Ève, fascinated, digs deeper into this story of culture shock and adaptation. Founder Marc-André Pelletier explains the unexpected challenges they faced. “We arrived in Europe with our beautiful Quebec technology. We thought the market would open up like a flower in spring. But we quickly realized that each country had its own standards. Its own building traditions, and a natural distrust of newcomers.”
The BoisInno team found itself navigating a labyrinth of regulations, local preferences and regional rivalries. “At one point,” laughs Marc-André, ”we wondered if we shouldn’t have tried selling poutine to Parisians instead. It might have been easier!”
Turning failure into opportunity
But what seemed like a failure turned into a golden opportunity for BoisInno. Every obstacle encountered in Europe became a valuable lesson. Which sharpened their understanding of international markets and cultural nuances in the construction industry. On their return to Quebec, they completely overhauled their marketing approach and product development strategy.
“We’ve learned to really listen to our customers. To understand their specific needs rather than simply selling them our vision,” explains Sarah Tremblay, Marketing Director. This new approach, dubbed “Custom Construction”, has become the core of their value proposition. From now on, BoisInno no longer sells only ecological materials, but a global expertise in sustainable construction, adapted to local realities.
The BoisInno story is not just one of perseverance in the face of adversity. It’s a concrete demonstration of their ability to adapt and innovate. In their presentations to potential customers, the European adventure has become a key selling point. “When we talk to a customer who’s hesitating to adopt our solutions,” concludes Marc-André, ”we tell them our European story. It shows that we have the experience to meet the most complex challenges. And above all, that we have the humility to learn and constantly improve.”
This approach not only strengthened BoisInno’s credibility in the North American market, but also opened new doors internationally, transforming their initial “failure” into a springboard to global success.
More in the following post
Yes, the story of our national Marie-Ève will continue next post with the last three Quebecois and universal narrative archetypes. In the meantime, let us convince you that you too are at the beginning of a quest. Your company has an extraordinary story just waiting to be told.
Are you ready to captivate your audience and turn your customers into fervent supporters of your company/brand? Contact us today to start writing the next chapter of your success!
