This overview webinar covers the fundamentals of B2B More Human, with a top-level look at the four principles, and a simple roadmap for upping your human game.
Awesome guests, different perspectives, a shared love of B2B. Tune in for conversations brimming with insight, inspiration and practical guidance to help you take your B2B brand to the next level. Interested in being a guest? Drop us a line.
If you’re responsible for the success of a B2B brand. If you recognise the importance of a long-term strategy to creating a sustainably successful business. If you’re keen to understand how your brand can outperform the competition. And if you’re ambitious to achieve something remarkable.
Then the B2B More Human is the podcast for you.
Few people, if any, can claim Katy’s depth of knowledge and expertise when it comes to harnessing social media for business success. In this conversation with Immediate Future founder and CEO, we explore the opportunities and the pitfalls with social media, the importance of robust foundations, how to engage c-suite, and why the future of social media is a future to get excited about.
Media strategist and ‘quiet radical’ Will Phipps discusses the concept of what he calls ‘Humanity Planning’ in B2B marketing, emphasising the need to balance AI and technology with human insight and creativity. We cover everything from the importance of asking more human questions, and why AI is the vanilla of knowledge, to why it’s important to have pointy elbows.
In this episode with award-winning fractional CMO Hannah Poulton, we cover themes that don’t all begin with the letter ‘C’, but do ladder up to an understanding of what the best B2B brands have in common. From the importance of leadership buy-in and belief in creativity, to framing brand building in a way that engages everyone, to the often-forgotten power of humour in creating stand out and being remembered.
Test tubes at the ready. Richard Chataway, author of the acclaimed book 'The Behaviour Business: How to Apply Behavioural Science for Business Success' joins us to talk emotion in B2B decision making, the importance of not overwhelming buyers with excessive choice and information, the value of heuristics in building positive associations, and the power of creativity in standing out and being remembered.
Author, serial entrepreneur and adventurer, Caspar Craven shares his take on being more human in pursuit of outstanding leadership and building extraordinary teams. Truly inspiring stuff. And, while the focus differs, it’s clear that Caspar’s perspective on what it is to be more human, and the potential for long-term positive outcomes as a result, shares much in common with our own.
The awesome Emily Luscombe addresses the implications for business leaders of the ‘trust void’ left by traditional media, social media, institutions and politicians. We discuss the critical nature of corporate reputation for sustainable growth, with a focus on what Emily’s refers to as "credit in the bank". Plus, the power of storytelling in making information relatable and memorable, posing the crucial question: who should tell the story?
Alex Warren, of tech PR firm Wildfire, shares his thoughts on the value of creativity in B2B marketing and the challenges professionals face in gaining senior buy-in, with a staggering 70% of creative proposals being rejected. Digging into a study Alex recently conducted, we explore how small creative steps can have a big impact and how reframing ideas can overcome resistance. Plus, we discuss how tracking the ROI of creative campaigns needn't be something to fear.
Pepper Money UK marketing director, Phil Green, shares his take on breaking conventions in a commoditised B2B space. We explore the importance of verbal identity, the power of focusing on being unmistakably you, and how Peppermoney’s latest campaign shifts focus from products and features to broker well-being to deliver remarkable results. If you’re in the intermediary lending industry or any sector where differentiation is key, this episode is a must listen.
From the power of consistency to making B2B brands truly unforgettable, this episode with marketer extraordinaire, Abba Newbery, dives into essential strategies for brand success. We explore why B2B content should entertain like any other, the surprising impact of tangible experiences, and how small creative steps can win big buy-in. Tune in for insights on building a B2B brand that’s bold, human, and impossible to ignore. Oh, and to discover the connection between Kama Sutra and buying a house.
News, musings, opinion and case studies – all through the lens of B2B More Human. We’re always adding stuff, so hop onto our mailing list to never miss an insight.
In a world where B2C brands tend to hog the spotlight, B2B brands quietly power the economy, driving innovation, and creating immense value.
In the world of business, B2B organisations often operate behind the scenes, quietly driving the economy forward.
In nearly 30 years of partnering with B2B brands across a diverse range of industries, we’ve had the privilege of witnessing firsthand the incredible impact that these businesses have on the economy, innovation, and society at large.