Humanizing B2B: The new truth in marketing that will transform your brand and your sales

A powerful and very insightful read, one not to miss out on. This will inspire and educate anyone within the B2B world looking to learn and grow. So easy to read and refer back to on a regular basis, personally I've read this book whilst scribbling and highlighting through out, almost like a go-to guide or manifesto, so many hidden gems not to be forgotten.

Humanizing B2B is a brilliant book. It’s such a refreshing read, and very well written indeed.The timing and relevancy of this is spot on. It’s so on point that at times I thought my my mind was being read.The ‘why’, ‘how’ and ‘what’ we need to do to act now is clearly articulated throughout, backed up with excellent research and data points that can be used in our day to day jobs.A bible for B2B marketers looking to revolutionise the way we work. At the core of everything we do it’s never been more important to focus on the people we do business with, emotions, and storytelling. A must-read for anyone who wants to transform their brand.Inspiring, easy-to-read, and practical. Thank you Paul and James.

“For anyone who is in b2b marketing this book is a must read. It explains how the same strategies used in b2c such as story telling and provoking emotion should be adapted for b2b. All the theories are backed up with huge research and case studies.

My copy of the book arrived on Saturday evening (thanks Amazon Prime!) and I had finished it by Monday morning..... Thats a sign of a good book for me 🌟The book covers so many relevant topics including empathy, compassion, evolving buyer expectations, and short term versus long term marketing. There's also a challenge to the point that buyers only make rational decisions.The five principles outlined in the book to humanize are:1. it's about your people not products2. you need a purpose that's actioned3. emotion is at marketing's core4. likeability is transformational5. storytelling is your vehicleA must read for anyone who wants to humanize their brand , business and marketing.Great book, great read and so relevant.

This easy-to-read book lays out a bold new vision for the future of effective B2B marketing and a human-centric methodology for achieving it — all backed up with proven science, academic research and industry expertise. Humanizing B2B is a must-read book for anyone that cares about improving B2B marketing effectiveness and sales performance; from client-side marketers, sales leaders and CEOs to agency principles, strategists and creatives, there is something in there for everyone. As the authors say, the future is literally in our hands — and it starts now.

This is superb. I almost don’t want to shout about it because then you’ll gain the insights too. I suspect this book is about to gain cult status. And be a staple feature on great marketer’s desks. Never to make it to the “read later” bookshelf of pretence. Hardworking and easy-to-implement from the first pages. A wealth of goodness.

The author outlines a 'new dawn of marketing' where we are freed from the constrains of performance marketing and are free to focus on the power of branding, purpose, emotion and storytelling! It gave me some absolutely great insight in to just what it means to be 'human' in a world of B2B marketing. I'd even go as far to say that it is my new 'marketing manifesto' for any brand work we do moving forward. Recommended for all!

An easy and insightful read. Highly recommended *****

...just like their B2C counterparts.Though the motivations can be different, this is one of the many important points made in "Humanizing B2B."As a long-time B2B copywriter, this "new truth in marketing" isn't all that new to me. But I think a lot of people who work in B2B marketing still engage in the kind of corporate-speak that no longer resonates with people.Regardless of your role in B2B marketing, there is much to gain from reading this book."Contrary to what seems to be the accepted view, B2B buyers respond to the language of emotion and will happily pay more for your products and services if they’re spoken to in that language. It’s the language of feelings, influence and clarity encouraging your customers to buy again and again because it makes them feel positive about you. It’s also the language of storytelling."

Davvero non capisco perché uno spunto interessante debba portare a tante inutili ripetizioni del concetto base!L'ultimo capitolo l'ho letto in modalità x2, come ormai faccio con i messaggio audio di Whatsapp!

The book starts well with the authors sharing a personal experience of how they got a large account by pitching creatively. However, I found it too repetitive. The idea is strong but I was hoping for better examples and personal experiences. One of the references dates to 2011. You can listen to one of their podcasts promoting this book and get the whole idea without investing time on this book.

The book uses huge tons of theories to explain the humanize and storytelling approach in b2b marketing while I was looking for more real business cases to support the author's ideas.

This is one of the best books on B2B marketing that I've ever read. B2Bs are stunting their own growth by ignoring their customers' emotions and only focusing on logical and rational content. But the companies that take this more human approach to marketing will jump ahead of the competition. I found the book compelling and inspiring, and really appreciated the practical help on storytelling and likeability - those two chapters alone are worth the price of the book.(Need data to be convinced of the authors' position? They cite tons of research to back it up!)