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.

Thanks to NetGalley and Practical Inspiration Publishing for a copy of the ARC in return for my honest review.

I got a chance to read ARC of this book. The book described an approach in B2B marketing that is deadly required in today's business world. When marketing is featured driven it does not provide enough of emotional context for customers to make a purchasing decision. I agree that value must be communicated in the first place together with a human touch. At the end of the day people are making purchasing decision even in B2B space.

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 hot 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.)