Resources

Jul 8, 2021

Humanizing B2B – are you in?

B2B Marketing hosted a webinar between Paul Cash and Joel Harrison, discussing hot topics within the industry. Paul uses this opportunity to talk about his philosophy surrounding…

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…

Jun 25, 2021

The New Truth of B2B Marketing

Most companies in the B2B world suffer from a delusion: Buyers make decisions in a rational, logical and economic way. That’s why B2B marketing is a slew of campaigns, that…

Jun 9, 2021

How Neuroscience Drives Empathetic Marketing

James Trezona, MD of storytelling agency Rooster Punk, breaks down the chemicals and processes involved when the human brain responds to marketing initiatives. He explains how human beings are…

Jun 9, 2021

BBC Radio Bristol – Humanizing B2B

James Trezona, local bristol entrepreneur and co-author of Humanizing B2B spoke on BBC Radio Bristol. James talks about a range of interesting topics, from his personal life to…

May 26, 2021

Humanizing B2B for Stand-out Marketing

James Trezona (Co-author of Humanizing B2B) has teamed up with Dr Simon Kelly and Stacey Danhiser (Authors of Stand Out Marketing) to discuss the philosophies behind their respective…

May 10, 2021

HUMANIZING B2B: The new truth in marketing that will transform your sales

There’s a new truth in B2B marketing: if you want to move products, you need to move minds. Most companies suffer from a delusion, and it’s this: that buyers always make decisions in…

May 10, 2021

WWL – Storytelling – Thoughts on How to Sell Stories

We hear from Paul Cash, Rooster Punk front-man and all-round B2B marketing star. He shares thoughts on what storytelling means for brands and why B2B should see right now…

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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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