There’s a new truth in B2B marketing: if you want to move products, you need to move minds.

Most companies suffer from a delusion, and it’s this: that buyers always make decisions in a rational, logical, and economic way. The result is a slew of features-driven B2B marketing that few people really care about. In recent years B2B customers have evolved. They don’t just want to buy from businesses anymore, they want to buy into them.

The problem is too few B2B companies realize this. They continue with the same product-centric marketing that increases revenue by a percentage point here and there. It seems safe but it’s dangerously short-sighted, because it doesn’t deliver the transformational and long-term growth that makes businesses category leaders.

This involves establishing a core purpose, shifting the focus from products to people, from features to feelings and from messaging to storytelling, acknowledging that neuro science has proved that people buy on emotion and justify with fact. In other words, it requires a completely different mindset to the one that’s prevalent right now, one that we call ‘Humanizing B2B’.

Amazon reviews:

‘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!’

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

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