Humanizing B2B (ebook)

Paul Cash
James Trezona

Publication date: April 26, 2021

£9.99 exc. VAT

SKU: 9781788602501 Categories: , Tag:


If you want to move products, you need to move people. And if you want to move people, you need to move minds.

This is what modern B2B marketing is all about.

It’s time to wake up to the power of branding, purpose, stories, emotion, people and culture to drive growth.

There is something incredibly exciting happening in B2B land. Freed from a narrow focus on performance marketing, brands are becoming more interesting and more relevant.

This book brings together the latest thinking on humanized B2B marketing, to help leaders and their businesses grow, dominate their categories, and become meaningful in today’s demanding world.

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.

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 not 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.)


This book is easy to read, with many principles that can be easily applied to marketing strategies for a fresh way of thinking!


I’m recommending this book to everyone at the moment – and in paperback version rather than Kindle as you’ll want to highlight and scribble notes throughout. It’s brilliant, concise and full of thought provoking exercises that anyone can get to grips with and gain the confidence to charge forward in their career!


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


Your brand is the ultimate way for you to express the humanity of your business’ – so true!


This must read book will invigorate and inspire any ambitious marketer who is passionate about improving B2B Land.


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.


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