Humanizing B2B by Paul Cash

Humanizing B2B by Paul Cash

Theres a new truth in B2B marketing: if you want to move products, you need to move people. To achieve transformational growth, you need to break free from features-led marketing and discover the power of story.

For years I've been trying to convince my students and training attendees that LinkedIn is not and shouldn't be a sterile, boring and conservative placeNothing B2B-related should be like that! Quite the opposite - valuable professionals usually are valuable and likeable people as well. The same is true for B2B brands - selling to other companies doesn't require acting as a robot, since all companies are made of people and we're all marketing and selling to other people. While browsing on NetGalley for new #businessbooks, I found a title that caught me with the same messages and values - 'Humanizing B2B' by Paul Cash and James Trezona, founders of Rooster Punk, a B2B Storytelling agency. It will be available by the and of April and it is a must for every B2B marketer. Just a couple of the stuff I've highlighted on my e-reader: - Paul and James have created five principles to show that humanized B2B marketing is not as complicated as it might seem - it's about people, not products; you need a purpose that's actioned; emotion is at your marketing code; likeability is transformational; and storytelling is your vehicle. - They have gathered useful models and tools for great storytelling (the Brand archetypes model, the five-stage Story framework model, etc.)

* NetGalley *

As someone who has worked in Marketing for 10+ years and always pushed that the human aspect is incredibly important, EVEN for B2B, I was excited to see this book come up in my list.

Although it's promoted to be "due to the catalyst of the pandemic" I believe that this book has been needed for a number of years, it's easy to read and gives marketers some tips on how to best implement a more human approach to B2B marketing.

Hopefully, we'll see more organizations take this approach in reality and not just read about it.

* NetGalley *

Paul Cash is a creative entrepreneur and storyteller on a personal mission to humanize B2B marketing.Recognized as one of the Top 20 most influential B2B marketers, he is the founder of Rooster Punk, the go-to agency for B2B storytelling

James Trezona is a strategist, marketeer and MD of Rooster Punk. He uses the power of storytelling to empower businesses to reap the rewards of putting purpose at the heart of their business.

SKU	Unavailable
ISBN 13	9781788602518
ISBN 10	178860251X
Title	Humanizing B2B
Author	Paul Cash
Condition	Unavailable
Binding Type	Paperback
Publisher	Practical Inspiration Publishing
Year published	2021-04-27
Number of pages	216
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.