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.
Mục lục
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
Giới thiệu về tác giả
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.
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