Humanizing B2B: The New Truth in Marketing That Will Transform Your Brand and Your Sales by Paul Cash and James Trezona
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 a rational, logical, and economic way. The result is a slew of features-driven B2B marketing that few people really care about. In recent years B2B customers have evolved. They don’t just want to buy from businesses anymore, they want to buy into them.
The problem is too few B2B companies realize this. They continue with the same product-centric marketing that increases revenue by a percentage point here and there. It seems safe but it’s dangerously short-sighted because it doesn’t deliver the transformational and long-term growth that makes businesses category leaders.
It’s even more important to address this issue at such a critical and delicate moment in the world economy. Marketing leaders require strategies that have an exponential, rather than an incremental, effect on the brand, marketing, and sales, and to implement them they need the new super-skills this book teaches.
This involves establishing a core purpose, shifting the focus from products to people, from features to feelings, and from messaging to storytelling, acknowledging that neuroscience has proved that people buy on emotion and justify with fact. In other words, it requires a completely different mindset to the one that’s prevalent right now, one that we call ‘Humanizing B2B’.
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/humanizing-b2b-paul-cash
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470 Standout Startup by Allyson Letteri
469 Any Insights Yet? by Chris Kocek
468 Scientific Advertising by Claude Hopkins (1923) with Jay Abraham
467 Stop Starvation Marketing by Christine Slocumb
466 Forget The Funnel by Georgiana Laudi
465 The Growth Leader by Scott Edinger
464 Discover Questions by Deb Calvert
Ship It by Seth Godin
463 The Story Selling Method by Philipp Humm
462 The Negativity Fast by Anthony Iannarino
461 Content Marketing Strategy by Robert Rose
460 Simply Put by Ben Guttmann
459 Unforgettable by Phil Mershon
458 Inspire Your Buyers by Bruce Scheer
457 High Impact Content Marketing by Purna Virji
456 The Point by Steve Woodruff
455 The Time to Win by Jay Baer
454 The Marketing Leader's Code by Gareth Helm
453 The Ultimate Customer Experience by Scott McKain
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