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How emotive storytelling unlocks permission to sell : David Moulton, Palo Alto Networks
Manage episode 515187894 series 3231880
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In this episode of the Changemakers, Dave sits down with David Moulton, Senior Director, Content Marketing & Thought Leadership at Palo Alto Networks, to explore the art and the impact of storytelling in B2B marketing and cybersecurity.
David shares why emotive storytelling is often overlooked in B2B, how it can cut through complexity, and why it’s the ultimate driver of trust, attention, and decision-making. From translating technical topics into human stories to building authentic brand narratives, this conversation dives deep into how emotion and creativity can transform even the most tech-heavy, data-driven industries.
If you’re interested in elevating your brand’s storytelling, or simply love hearing about how the best are doing it, then this episode is a must-listen.
🎧 Listen now to hear how storytelling can turn information into inspiration, and customers into believers.
Timestamps
00:00 – Introduction
05:30 – How storytelling connects every stage of David’s work.
07:40 – Inside Palo Alto Networks: Leading thought leadership across key divisions.
10:20 – Rational messaging vs. human connection.
13:00 – The human behind the buyer.
16:00 – Rethinking the buyer journey with trust and confidence.
19:20 – Storytelling in cybersecurity: turning fear into empowerment.
21:40 – Balancing creativity and credibility in leadership.
25:00 – Collaboration and creative flow.
30:30 – Scaling storytelling: Sharing ideas across global teams.
33:40 – Lessons from Apple: Human-centered product storytelling.
36:30 – Favorite brand examples: Slack, IBM, and Salesforce.
38:40 – When story overshadows product: Keeping emotion authentic.
41:10 – Emotion unlocks trust: Storytelling that earns belief.
43:40 – Closing reflections: The future of storytelling in B2B.
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