The meteor is coming...
There is a giant piece of molten rock heading your way. It’s big, it’s scary and it’s going to have a catastrophic effect on your profession.
But what can you do to stop it?
Don’t read this book!
5 out of 5 stars Darryl Bowman, CMO at Receipt Bank
It will make you a better B2B marketer. Which makes it infinitely harder for the rest of us.
Available on
Have no fear, we’re here to guide you all the way.
It’s time to wake up to the power of branding, purpose, stories, emotion, people and culture to drive growth. Freed from a narrow focus on performance marketing, brands are becoming more interesting and more relevant. This book brings together the latest thinking on humanized B2B marketing, to help leaders and their businesses grow, dominate their categories, and become meaningful in today’s demanding world.
Humanizing B2B is a rallying cry and essential reading for ambitious B2B marketers eager to transform their careers. It is a refreshing, inspiring and passionate tour de force of why emotion and storytelling must be placed at the heart of a business’s brand and sales proposition.
4 out of 5 stars Luke Lang, Co-founder and CMO at Crowdcube
This is a book that breaks down the barriers of brand building in B2B. For brand and lead generation marketers this is a must read. It’s bold, informative and makes a compelling case that brand is demand. Humanizing B2B is the only way to go.
4 out of 5 stars Mark Bogaerts, Director Brand & Sponsorship Europe/UK at Tata Consultancy Services
This book is an indispensable guide for standing out right now in a crowded B2B world. Cash shines the light on the inconvenient truth, that in our quest for short term gains, we’ve lost sight of how to create brands that capture hearts and minds over the long haul. A must read.
5 out of 5 stars Nick Ashmore, VP of Marketing at ResponseTap
This is a book about you, the hero of our story. You’re the much loved, often-misunderstood wearer of many B2B marketing hats. The technologist, the strategist, the customer champion, the data expert, the creative leader, the analyst, the storyteller. You’re the hard-working, ambitious B2B marketer of the current age, whether you’re a chief marketing officer (CMO) or one of the younger generation of digital marketers wanting to leap ahead and win.
However – and we hate to say it – there’s something that you don’t know. There’s a giant meteor spinning towards you, and it’s going to have a catastrophic effect on your profession. This meteor is the inevitable consequence of B2B marketing’s failings. And what would those failings be?
What to expect…
- A guiding view as to why B2B marketing needs to embrace a more human philosophy
- An understanding of how brand, purpose and emotion play a key role in driving growth
- A review of the latest research shaping new opinions in B2B marketing
- A deeper look at the science and power of story at both a brand and demand level
- A new perspective on brand likeability as an under utilized power play
- Lots of case stories and anecdotes showcasing commercial impact
Paul Cash is the Jamie Oliver of B2B Marketing. His ideas, passion and enthusiasm are infectious. There is something tasty in this book for everyone. Go ahead and feed your soul.
5 out of 5 stars Joel Harrison, Co-founder and Editor-in-chief at B2B Marketing
