B2B Storytelling Masterclass: How Freight Brands Transform Marketing Through Story
B2B storytelling is redefining how freight and logistics companies connect with their audiences. The freight technology industry powers the global economy — yet many brands still struggle to capture attention in a crowded market. According to Mike Marut, Marketing Manager at Revenova and former TV reporter, the fix starts with a newsroom mindset: storytelling that makes complex products relatable through human context. At Virago Marketing, we see this every day. Logistics brands may have sophisticated technology, but they struggle to make people care. Storytelling bridges that gap — turning data into empathy and brands into something memorable.
The Freight Tech Perception Problem
The freight technology industry powers the global economy — yet most buyers can’t name a single TMS vendor offhand. Despite its impact, freight tech often feels invisible. According to Mike Marut, Marketing Manager at Revenova and former TV reporter, the fix starts with a newsroom mindset: B2B storytelling that makes complex products relatable through human context.
At Virago Marketing, we see the same dynamic every day. Logistics brands may have sophisticated technology, but they struggle to make people care. Storytelling bridges that gap — turning data into empathy and brands into something memorable.
People as the Differentiator
Authentic B2B storytelling helps audiences see the humans driving innovation. While many companies claim “our people are our secret sauce,” Mike takes this concept further by actually showing how their people are different. At Revenova, a TMS provider built on the Salesforce platform, approximately 60 of their 75 employees have freight experience across different sectors—brokerages, freight forwarding, carrier sales, and more.
“Everyone has some sort of experience, and so I kind of lean into that more than anything else,” Mike explains. Rather than simply stating this as a value proposition, he creates content that demonstrates it. Whether it’s product managers explaining features from their brokerage experience or sales reps sharing their journey from the field to the vendor side, the emphasis is on authentic storytelling.
One standout example is Scott Cleary, a Revenova sales representative who runs his own podcast interviewing truck drivers. “That is a story that I haven’t quite seen very much of,” Mike notes. Instead of the typical “you can make $100K as an owner-operator” narrative, Scott digs into the real experiences of drivers, building trust and relationships within the community.
The Long Game of Trust Building
Mike’s approach challenges the immediate-gratification mindset that pervades much of B2B marketing. “The leads that come from these associations are not going to turn around and become prospects and customers tomorrow. It’s going to be a long process.”
He cites a recent customer acquisition that took nine months from initial contact at a North Carolina Trucking Association conference to final contract signing. This extended timeline reflects a fundamental shift from transactional to relationship-based marketing.
“Don’t go in with the intent to sell,” Mike emphasizes. “Go in with the intent to connect.” This philosophy extends beyond sales interactions to all marketing touchpoints—social media, trade shows, content creation, and partnership development.
What Journalism Teaches B2B Marketers
Journalistic clarity and truth-telling elevate B2B storytelling from content to credibility. Marut’s newsroom training distilled principles that apply directly to freight marketing:
Accuracy above all. Credibility in logistics marketing depends on precision.
The inverted pyramid. Lead with what matters most; don’t bury the value proposition.
Show, don’t tell. Use stories, demos, and customer voices to prove capability.
Local beats national. Niche industry stories resonate more than broad business headlines.
Each principle aligns with Virago’s strategy: smart marketing without the smoke and mirrors — clarity, not clutter.
Explore our Content + Messaging services for logistics brands ready to elevate how they communicate.
Making the Mundane Memorable
One of Mike’s creative initiatives exemplifies how to inject personality into sterile B2B environments: elevator pitches filmed in actual elevators. The concept was simple—give team members 45-53 seconds (the time it takes to ride from the ground floor to their office) to deliver their pitch.
While the initial execution faced challenges with a new employee who wasn’t quite ready for the spotlight, Mike sees the potential: “I think that is a million-dollar idea.” The concept could evolve into competitive content where team members are scored on criteria like time management, clarity, and avoiding awkwardness.
This approach reflects a broader principle: finding unique angles that competitors aren’t exploring. “Everyone could do something still tell the story and get your message across, but do it in a way that others are not doing it.”
Authenticity Over Perfection
In B2B storytelling, showing imperfection builds trust. Revenova’s quarterly product webinars always include blooper reels—technical difficulties, internet freezes, verbal stumbles, and setup issues. Rather than editing these out, Mike embraces them as humanizing moments.
“It shows humanity and humility,” he explains. “If you just sit here and you’re a robot and say all the words perfectly, people need to see a little personality, a little humility.”
This philosophy extends to their product demonstrations, where team members inject appropriate humor and personality. During one webinar, a product manager mentioned a demo load going from Chicago to Green Bay and casually added “Go Packers!” The Q&A exploded with playful responses from Chicago-based customers defending their Bears.
These moments create engagement that polished, corporate presentations rarely achieve.
The Transparency Advantage
Transparency is storytelling’s cousin. In a market where most TMS solutions offer similar features, showing more — not less — becomes a competitive advantage. Revenova introduces prospects to developers, opens product roadmaps, and shares behind-the-scenes updates.
Mike puts it simply: “We’re all selling the same core product. Let’s be the company that’s transparent.”
At Virago, we see transparency as brand currency. When logistics buyers know how you think — not just what you sell — they trust your strategy long after the sale.
Lessons for Freight and Logistics Marketers
Hire storytellers, not just marketers. Journalists and communicators bring instincts for clarity and credibility.
Experiment boldly. A 45-second elevator-pitch video or a driver podcast might outperform any ad campaign.
Make people the story. Show how your team’s experience shapes results.
Play the long game. Relationship equity compounds faster than ad spend.
Build community, not contacts. Join associations, share ideas, and show up authentically.
For freight brands ready to implement these ideas, explore Virago’s Strategy + Execution framework — a roadmap that connects creative storytelling to measurable growth.
The Community Building Imperative
Mike’s approach reflects a broader shift in B2B marketing toward community building over lead generation. By joining state trucking associations, creating valuable content, and participating authentically in industry conversations, Revenova builds brand awareness through multiple touchpoints over extended periods.
“Building community takes time, but it’s rewarding as a long-term strategy,” Mike explains. “You also have to be having this long-term strategy of building community alongside short-term lead building.”
This dual approach—immediate tactics for pipeline needs and long-term relationship building for sustainable growth—represents a mature understanding of modern B2B marketing.
Beyond the Algorithm
While Mike acknowledges the importance of understanding platform algorithms and optimizing for engagement metrics, he emphasizes the bigger picture: “Let’s get dialed in on the algorithms as best we can, but let’s keep trying new things at the same time.”
This perspective recognizes that authentic connection ultimately matters more than gaming systems. Companies that focus exclusively on metrics often lose sight of the human relationships that drive actual business outcomes.
The Future of B2B Storytelling
The freight industry is full of stories waiting to be told — of dispatchers solving problems, drivers navigating storms, and technologists rethinking logistics from the inside out.
As Malafarina puts it:
“In a world where every competitor claims innovation, storytelling is the only thing they can’t copy. It’s your brand’s fingerprint.”
The companies that master B2B storytelling will outlast those that rely on ads alone. Because in freight — as in life — people don’t buy what you do. They buy the story behind it.
FR8 Marketing Gurus
A podcast where freight, logistics, and supply chain leaders come to talk real marketing.
