B2B marketing: Humanise the B2B brand

This article discusses the need to humanise business to business (B2B) brands, in light of research which suggests many decision makers choose suppliers based on personal value.

B2B marketing: Humanise the B2B brand

Jeremy Katz and Andy JonesOgilvy & Mather

Two iconic B2B companies – IBM and DuPont – are using content marketing to create a human connection to their brands, reflecting the insight that business consumers...