Price: $19.99
(as of Nov 20, 2025 14:43:07 UTC – Details)
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. The 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 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 neuro science 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’.
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.
ASIN : B08Y95QY4D
Publisher : Practical Inspiration Publishing
Accessibility : Learn more
Publication date : April 26, 2021
Language : English
File size : 2.7 MB
Simultaneous device usage : Unlimited
Screen Reader : Supported
Enhanced typesetting : Enabled
X-Ray : Enabled
Word Wise : Enabled
Print length : 205 pages
ISBN-13 : 978-1788602495
Page Flip : Enabled
Best Sellers Rank: #1,152,286 in Kindle Store (See Top 100 in Kindle Store) #27 in Industrial Marketing (Kindle Store) #157 in Industrial Marketing (Books) #1,497 in Sales & Selling (Kindle Store)
Customer Reviews: 4.1 4.1 out of 5 stars 54 ratings var dpAcrHasRegisteredArcLinkClickAction; P.when(‘A’, ‘ready’).execute(function(A) { if (dpAcrHasRegisteredArcLinkClickAction !== true) { dpAcrHasRegisteredArcLinkClickAction = true; A.declarative( ‘acrLink-click-metrics’, ‘click’, { “allowLinkDefault”: true }, function (event) { if (window.ue) { ue.count(“acrLinkClickCount”, (ue.count(“acrLinkClickCount”) || 0) + 1); } } ); } }); P.when(‘A’, ‘cf’).execute(function(A) { A.declarative(‘acrStarsLink-click-metrics’, ‘click’, { “allowLinkDefault” : true }, function(event){ if(window.ue) { ue.count(“acrStarsLinkWithPopoverClickCount”, (ue.count(“acrStarsLinkWithPopoverClickCount”) || 0) + 1); } }); });
