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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