How to Create a Connection Between Your Brand and Your B2B Customer – Enterprise Podcast Network

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Paul Cash, Founder and CEO of the multi-award-winning marketing agency, Rooster Punk, the go-to name in B2B storytelling in the United Kingdom joins Enterprise Radio. Together with co-author James Trezona, they wrote their new book: Humanizing B2B: The New Truth in Marketing That Will Transform Your Brand and Your Sales.

This episode of Enterprise Radio is on association with the Author Channel.

Listen to host Eric Dye & guest Paul Cash discuss the following:

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. What’s more, in recent years the tectonic plates of B2B have shifted and its customers have evolved. They don’t just want to buy from you any more, they want to buy into you – explain this further.
Marketing leaders have to adapt and evolve, inspire others, and innovate continuously – they require strategies that have an exponential, rather than an incremental, effect on brand and sales, and to implement them they need the new super-skills that this book teaches. Get into this further.
This book brings the different aspects of humanized B2B marketing into one place, so that B2B businesses can grow, dominate their categories, and become meaningful in today’s demanding world – explain/ discuss.
Storytelling isn’t just another fad or even another lever in your marketing machine. In fact, it’s the oil in the machine that makes everything work better – why is Storytelling SO IMPORTANT?
Branding is a leadership challenge not just a marketing one. We need to work really hard to onboard the c-suite so they understand the commercial value of brand building in B2B– explain this further.

Paul Cash is Founder and CEO of the multi-award-winning marketing agency, Rooster Punk, the go-to name in B2B storytelling in the United Kingdom. James Trezona, Managing Director, came to Rooster Punk from Microsoft’s UK agency. Rooster Punk has worked with such clients as Cisco, Funding Circle, HP and Samsung to build human connections between companies, employees, and customers. It won The Drum’s B2B Agency of the Year award in 2021. Cash and Trezona’s new book is Humanizing B2B: The New Truth in Marketing That Will Transform Your Brand and Your Sales (Practical Inspiration Publishing, April 27, 2021).