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Humanizing B2B
by Paul Cash and James Trezona
Published: 2021
Recommended by Books of the Channel
Categories: marketing, sales
Why should you read it?
This book is an oasis in the desert. As a B2B professional with years working in the technology area, I am sure you have rarely heard that your corporate buyer follows his emotions and gut to make a purchase of a one-million-dollar technology solution in a similar way they may do it to buy a laptop for his 8-year-old child. Surprisingly, B2B is not so different than consumer business and requires a new look as a marketing and sales professional. Customers don't (ONLY) make decisions based on logical ROI stats and analysis, they are as eager to be recognized socially, listen to stories, feel emotions and avoid pitfalls as anyone else. Especially after COVID hit, companies have realized that need to be more human than ever before and this has a significant impact in the way brands are created and maintained.
What is the book about?
Paul and James bring years of experience in working at their marketing agency to support brands of all types, including many IT companies, and share their principles to grow in B2B. Following the trend of "conscious capitalism" and "purpose" to lead with WHY, they outline how we as marketers can help decision makers feel more confident through 1)emotions 2)recognition 3)appreciation 4)value and 5)engagement. "Human brands" lead in the new economy thanks to their honest understanding of a key fact… it's about people and not products!
Best takeaway
"In B2B we suffer from a delusion, and it's this: that buyers always act in a rational, logical and economic way. They don't and they never have."
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