How to humanize B2B with Paul Cash of Rooster Punk

Paul Cash, co-author of Humanizing B2B, believes
that B2B marketing has lost its humanity. We can say “lost,”
because, yes, it used to have humanity. In the early days, B2B
marketing was done by knowledgeable, expert salespeople who made
real connections with their customers. Then came the internet,
minimizing the role of the salesperson, and over time the
humanity leaked out of B2B. What we’re left with is the B2B
marketing that many of us know today: product-centric, bland,
corporate, and forgettable.


What can we do to bring it back? On this episode of Death to
the Corporate Video, we talk to Paul Cash about how we got to
where we are today, the state of the B2B buyer, and what we can
all do to convince the C suite that things need to change.


Note this episode contains some explicit language.