Resources

May 10, 2021

The Business Marketing Club Podcast – Episode 79

Paul Cash joins in on discussions around B2B marketing and the challenges it faces. The Business Marketing Club present an interesting podcast for B2B marketers looking to challenge preconceptions…

May 6, 2021

The Magical Science of Storytelling

David JP Phillips – TedxStockholm Why is Storytelling so powerful? And how do we use it to our advantage? Presentations expert David JP Phillips shares key neurological findings on storytelling…

May 4, 2021

Humanizing B2B – Podcast

h Paul Cash, James Trezona and Gemma Huckle present the official Humanizing B2B Podcast. Here they discuss the ideology behind Humanizing B2B, as well as the…

Apr 15, 2021

From Promotion to Emotion: Connecting B2B Customers to Brand

This Google article is invaluable to any B2B marketer looking to identify the challenges faced by leaders within the industry. This article aims to analyse typical marketing frameworks to better…

Apr 15, 2021

McKinsey: How to Turn B2B Buyers Into Sales Leads

“Full-funnel marketing is not just a campaign strategy; it’s a total shift in how marketing works.“ Marketing can often be seen to have its own individual personality within a business,…

Apr 15, 2021

5 Principles Of Growth In B2B Marketing

Over the last 20 years, guidelines on the best marketing practices have been firmly cemented within the B2C industry, whereas the B2B industry suffers from neglect and a lack of…

Apr 15, 2021

Marketing to the CFO: the way back to VALUE for marketers

‘Most marketers realize the customer is their most important audience. However, many marketers seem to have forgotten about a second — almost equally important — audience: their CFO.’ Collaboration…

Apr 13, 2021

Why are B2B tech buyers living in fear?

F.E.A.R is a constant emotional state that consumes the working lives of all but the most visionary and innovative decision makers. The first rule of successful tech marketing is to recognise…

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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

#HumanizingB2B