Paul Cash, co-author of Humanizing B2B, believes that B2B marketing has lost its humanity. We can say “lost,” because, yes, it used to have humanity. In the early days, B2B marketing was done by knowledgeable, expert salespeople who made real connections with their customers. Then came the internet, minimizing the role of the salesperson, and over time the humanity leaked out of B2B. What we’re left with is the B2B marketing that many of us know today: product-centric, bland, corporate, and forgettable.
What can we do to bring it back? On this episode of Death to the Corporate Video, we talk to Paul Cash about how we got to where we are today, the state of the B2B buyer, and what we can all do to convince the C suite that things need to change.
Listen to the episode or read the transcript below to learn about:
- The history of B2B marketing and its origins as “industrial marketing”
- Why B2B buyers tend to make decisions based on FEAR, and how you can combat that as a marketer
- How to use likeability as a secret passageway to gaining trust
- Embracing a new philosophy within B2B marketing that celebrates branding, emotion, storytelling, and humanity
Learn more about Paul and Rooster Punk on their website.