Webcast
FREE 7 min
FULL 27 min

Using disruptive B2B storytelling
to drive growth

In this webcast, Joe McGarvey explores how B2B brands can use disruptive storytelling to shift industry perspective, strengthen thought leadership, and stand out beyond product-led messaging. You will learn how to ground bold narratives in evidence, align internal teams around a consistent message, and use repetition across channels to build memory and trust with senior buyers
Joe McGarvey
Content Strategy Director, Alizana

What you will learn

How to identify which industry norms are worth challenging and design a challenger narrative that shifts audience perspective without drifting into empty promises
How to ground disruptive messaging in embedded subject matter expertise, logic, and evidence, and know when boldness starts to erode rather than build credibility
How to activate a disruptive narrative across content, campaigns, leadership messaging, and channels, and maintain consistency while tailoring for different personas and market changes
How to use advanced thought leadership plays to build authority over time, and what internal conditions leaders need to create for disruptive storytelling to succeed

FREE PREVIEW

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A short clip from the full webcast. Enough to get a feel for the expert's approach and decide if you want to go deeper




INFUSE CLIENTS & PARTNERS

Full 27-min webcast

The complete session including disruptive marketing frameworks, challenger narrative design, credibility and proof standards, multi-channel activation strategies, AI's role in storytelling, internal enablement requirements, and a practical leadership roadmap for building marketing teams and campaigns built around meaningful disruption
Joe McGarvey
Content Strategy Director, Alizana

Expert

Joe McGarvey is a technology journalist, market analyst, writer, and seasoned marketer. He has spent much of the past decade crafting high-impact, customer-first, strategic content that helps B2B technology companies drive leads, accelerate sales cycles, build brand authority and establish thought-leadership credentials

Who is this for?

B2B marketers, content strategists, and CMOs who want to move beyond safe, product-led messaging and build bold narratives that genuinely challenge assumptions, earn senior buyer attention, and create the kind of distinctive thought leadership that compounds in value over time

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