B2B marketing: Tell the business story

Daz McColl

This article argues that business people, as humans, should be approached like consumers in terms of thinking about their needs and desires, and telling a B2B brand story.

B2B marketing: Tell the business story

Daz McCollSapientNitro

People buying and selling B2B brands are as influenced by shared experiences and values to create emotional bonds as they are with B2C brands, so SapientNitro uses a Storyscaping approach to...

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