Humanizing B2B: The new truth in marketing that will transform your brand and your sales

by Paul Cash, James Trezona

Overview

If you want to move products, you need to move people. And if you want to move people, you need to move minds.

This is what modern B2B marketing is all about.

It’s time to wake up to the power of branding, purpose, stories, emotion, people and culture to drive growth.

There is something incredibly exciting happening in B2B land. Freed from a narrow focus on performance marketing, brands are becoming more interesting and more relevant.

This book brings together the latest thinking on humanized B2B marketing, to help leaders and their businesses grow, dominate their categories, and become meaningful in today’s demanding world.

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.

Product Details

ISBN-13:	9781788602501
Publisher:	Practical Inspiration Publishing
Publication date:	04/26/2021
Sold by:	Barnes & Noble
Format:	eBook
Pages:	216
File size:	2 MB

About the Author

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.

Paul Cash is a creative entrepreneur and storyteller on a personal mission to humanize B2B marketing. In the past 20 years he has successfully founded the fastest growing marketing agency in the UK*, developed the 13 Stories approach to B2B marketing, won 30+ industry awards and been recognized as one of the Top 20 most influential B2B marketers. In 2013 following the sale and exit of his previous company he set up Rooster Punk. In just 5 years he has turned the agency into a multi-award-winning business and the go-to name in B2B storytelling. His client experience covers brands like Funding Circle, Crowdcube, Microsoft, HP, Samsung, Cisco, KPMG, Sage Pay and many others.
James Trezona uses the power of storytelling to empower businesses to reap the rewards of putting purpose at the heart of their business. James started working in tech, because it was changing the world (still is). He learned about the realities of change by helping to build systems that changed the way people engaged with their employers, changed people's jobs and shaped lives. From a prestigious grad role at Saatchi&Saatchi’s he joined Tidalwave, the 11th fastest growing privately owned company in the UK at the time; he then joined award-winning tech specialist and Microsoft’s UK agency Mason Zimbler as Managing Director. A year later Mason Zimbler won 'UK B2B Agency of the Year' and in 10 years the agency grew five-fold in revenue. His focus now is to make Rooster Punk world-famous by helping ambitious companies achieve sustainable growth and profitability through a more human and meaningful approach to the way they build their brand.

Table of Contents

The Meteor is Coming                                                                                   3

PART ONE: why B2B has to change

What You're Doing Isn't Working                                                               

The New Truth                                                                                             

Human to Human                                                                                         

PART TWO: humanizing B2B — what you need to know

The Way We Think                                                                                       

The Five Principles of Humanizing B2B                                                   

Storynomics                                                                                                 

The Likeability Factor                                                                                 

The Undeniable Facts                                                                                 

Rise Up B2B                                                                                                 

About the Authors                                                                                       

Acknowledgements

Editorial Reviews

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 place. Nothing 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