Jul 8, 2021

How to Humanize your B2B Marketing Strategy

Customers aren’t rational in their decision making – in fact, they’re the opposite; they buy on emotion and justify with fact. It’s this illogical, but human part of B2B that’s the missing piece of the marketing puzzle. To slot it into place you need to start turning your attention away from your products and towards your customers, colleagues and everyone else connected with your business. It’s their fears, ambitions, desires and imaginations that should be the cornerstone of your marketing, not your product ‘speeds and feeds’. Paul Cash has written an article for Brand Journal giving his view on the power of brands and storytelling.

Read the full article here.

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Comments

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 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

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

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

I really like how this book looks at the topic from different angles, including ‘chemistry’, literally! Plenty of real-life stories and meaningful advice. Clear messages to marketing: remember, the customer is a person like you, not a lead, a contact or a persona. And to the CEO/CFO: Being human is profitable.

4 out of 5 stars Jan Gladziejewski, Senior Marketer

This book is packed with brilliant ideas, examples of great work and a new philosophy for B2B marketing that could be career-defining for the next generation of marketers.

4 out of 5 stars Kath Easthope, VP Global Marketing at Phrasee

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