With an interactive and immersive web format, Siemens is breaking new ground in B2B communication. So far, storytelling at Siemens has been intended for a broad target group. Siemens is now asking the question of how they can tell compelling stories that are product centered. The result of these considerations is the business-driven story: each hub shows how Siemens products or solutions enabled one customer to set industry benchmarks. As the user scrolls through the different content modules, the story becomes more specific – encouraging the user to dive deeper into the solution and to eventually generate business relevant conversions.