Book recommended by
Books of the Channel
Why should you read it?
This book is an oasis in the desert. As a B2B professional with years working in the technology area, I am sure you have rarely heard that your corporate buyer follows his emotions and gut to make a purchase of a one-million-dollar technology solution in a similar way hey may do it to buy a laptop for his 8-year-old child. Surprisingly, B2B is not so different than consumer business and requires a new look as a marketing and sales professional. Customers don’t (ONLY) make decisions based on logical ROI stats and analysis, they are as eager to be recognized socially, listen to stories, feel emotions and avoid pitfalls as anyone else. Especially after COVID hit, companies have realized that need to be more human than ever before and this has a significant impact in the way brands are created and maintained. As Simon Sinek once said, people don’t buy from you because of what you do (a product), they buy INTO you and because of WHY you do it. Can you assure your company, channel program or community of partners are seeing this inspiration and message from you?
What is the book about?
Paul and James bring years of experience in working at their marketing agency to support brands of all types, including many IT companies, and share their principles to grow in B2B. Following the trend of “conscious capitalism” and “purpose” to lead with WHY, they outline how we as marketers can help decision makers feel more confident through 1)emotions 2)recognition 3)appreciation 4)value and 5)engagement. “Human brands” lead in the new economy thanks to their honest understanding of a key fact… it’s about people and not products! With specific examples and tips, this book is a great start to help you re-think the way you engage with your channel partners.
Best takeaway
“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.” Isn’t this quote a simple statement but a slam into your face and the way you go to market today?
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