Storytelling and Data for SMEs: Lessons from Google

In a world drowning in content, how does a small or medium business (SME) stand out? And what data for SMEs to track? Hint: It’s not by chasing every trend.

According to Tiago Faria, a marketing strategist and former International Growth Consultant at Google, it all falls down to two things:

1. Storytelling that connects
2. Actionable insights that deliver real value

In this podcast episode, Tiago dives deep into how founders can cut through the noise, what data for SMEs to use, how to build meaningful connections, and grow.

Hold on tight, and let’s dive right into it!

Who is Tiago Faria?

Tiago Faria spent over eight years at Google in Dublin, mastering market research, growth strategies, and data-driven marketing. While there, he worked with businesses across industries, helping them expand into new markets using structured planning and goal-setting.

While most marketers talk about funnels, Tiago focuses on feelings. (Contradictive as a data-guy, I KNOW!)

His philosophy is simple… SIMPLIFY!

A) Emotions: What makes your audience feel something?

B) Connections: How can you build trust that lasts?

C) Simplicity: Why overcomplicate when clarity wins every time?

Tiago’s “anti-marketing” approach blends big-company expertise with real-world entrepreneurial lessons. It’s all about cutting the fluff and doing what works.

Storytelling is The Ultimate Differentiator for SMEs

Stories are more than entertainment, they’re tools for connection. Tiago emphasizes that storytelling allows businesses to differentiate themselves in a crowded market. Instead of overwhelming audiences with data or sales pitches, stories evoke emotions, build trust, and make brands memorable.

💡 Tip: Share real-life experiences to connect with your audience on a deeper level. Use either personal stories or those from your clients.

Big Data vs. Personal Insights

At Google, Tiago worked with vast data sets to predict market trends. But for SMEs, he says, the best research isn’t in spreadsheets, but in conversations. Talking to 5–10 people in your niche can reveal emotional triggers and buying motivations that data alone can’t capture.

💡 Tip: Spend time engaging directly with your audience. Listen to their stories, pain points, and dreams to shape your strategy.

Simple Marketing Strategies for SMEs

Tiago’s “anti-marketing” approach is built on simplicity. He advises SMEs to ditch complex funnels and prioritize genuine relationships. Over-engineered strategies may work for big corporations, but for smaller businesses, authenticity wins every time.

💡 Tip: Focus on building trust by delivering value consistently. A simple, meaningful approach often outperforms elaborate tactics.

The Power of Structured Goal Setting

Tiago learned at Google to break goals into manageable steps. He recommends setting “uncomfortably exciting” stretch goals and mapping them into quarterly, weekly, and daily tasks. This ensures progress without overcomplication.

💡 Tip: Use structured planning to stay on track. Keep your goals inspiring yet achievable to maintain momentum.

Resilience and the Entrepreneurial Journey

Tiago’s transition from corporate life to solopreneurship wasn’t easy. He faced moments of failure and self-doubt but learned that resilience and consistency lead to success. By embracing simplicity and trusting the process, he found clarity and fulfillment.

💡 Tip: Failures are part of growth. Use them as stepping stones to refine your strategies and strengthen your resolve.

Conclusion

Whether you’re a marketing director, CEO, or founder, Tiago Faria’s insights offer a fresh perspective on how SMEs can succeed. From the art of storytelling to actionable data strategies, his lessons simplify the path to authentic and sustainable growth.

To dive deeper into Tiago’s journey and gain more actionable advice, listen to the full episode now. Transform your marketing and connect with your audience like never before.