Skip to content
All posts

Crafting Compelling B2B SaaS Narratives - An Interview with Naomi Soman

Picture of Nicholas Page   Nicholas Page  ·  2 minute read

 

In this episode of Tech Marketing Trends, Brightvision CEO Jakob Löwenbrand speaks with Naomi Soman, founder at Storylogick Consulting and SaaS company specialist. Naomi shares how her literary background helps her build impactful narratives, develop buyer personas that feel real, and create messaging that adapts across the sales funnel. The conversation dives into the importance of storytelling, how to internalize customer pain points, and the role of social selling in today’s B2B landscape.

 

Why buyer personas are the hero of the story

Naomi emphasizes that the buyer persona should always be treated as the hero of the story. Instead of relying on generic demographics, she creates detailed narratives based on real-life scenarios. For example, rather than saying a prospect feels “overwhelmed,” she illustrates them as someone struggling with 17 open spreadsheet tabs and no way to manage their workload. These concrete details not only make personas more relatable but also help marketers write copy that resonates emotionally as well as practically.

“Your buyer persona is the hero of your story. You need to understand their pain points and goals in very tangible ways, so they come alive.” - Naomi Soman

 

 

Researching and refining personas through real conversations

To build accurate personas, Naomi recommends listening directly to prospects and customers. When direct interviews aren’t possible, she suggests analyzing sales discovery calls through platforms like Gong or Zoom recordings. By extracting exact phrases customers use, marketers can build messaging rooted in real pain points, concerns, and aspirations. This raw input avoids assumptions and ensures buyer personas evolve alongside the business.

“If you take those discovery calls and copy the transcript into a spreadsheet, you’ll see patterns very quickly — you don’t need hundreds of calls to get useful insights.”

 

 

Adapting messaging across the funnel

Messaging, Naomi argues, is not static. While many companies treat their messaging documents as fixed, she insists it must evolve across the stages of awareness. Early-funnel messaging should focus on identifying and agitating the problem. Middle-funnel content should highlight solutions and benefits, while bottom-funnel copy should emphasize features, differentiation, and friction-reducing reassurances. This adaptability ensures messaging connects with the right persona at the right moment.

“Messaging is meant to be executed, tested, and refined. Each stage of the funnel requires a different focus to move buyers forward.”

 

 

pexels-klaus-44936-167676

 

Balancing consistency with personalization

While messaging must adapt, Naomi stresses that brand identity should remain consistent. She likens it to how individuals maintain the same personality but shift tone depending on whether they’re speaking with a parent, a friend, or a colleague. In marketing, this means visual identity and brand voice act as anchors, while the actual language shifts to suit different channels, campaigns, and personas.

“I’m the same person, but I speak differently to my mom than to my best friend. Brands can do the same while staying consistent.”

 

 

Social selling and authentic storytelling

Naomi also highlights the growing importance of social selling and authentic content. In a landscape where users see thousands of ads daily, audiences easily spot overly polished campaigns. Instead, she advocates for organic storytelling — such as employee spotlights that showcase authentic images and narratives. By presenting real people and tying their contributions to the company story, brands can create trust and engagement without appearing forced or sales-driven.

“The average user sees 4,000 ads a day. We can spot an ad from a mile away. That’s why authentic storytelling resonates more deeply.”

 

 

Learn more