B-to-B gets emotional: Brands are embracing person-to-person marketing to connect on a more human level

Matthew Schwartz

Illustrates how B2B brands are embracing person-to-person marketing and provides tips for marketers to ensure an effective B2B communications strategy.

What do singer-songwriter Aimee Mann, one-time U.S. poet laureate Billy Collins, and Lee Child, author of the "Jack Reacher" thriller series, share in common? They all contributed to Xerox's new e-book Speaking of Work: A Story of Love, Suspense, and Paper Clips, which features 14 writers and artists who together tell a unique and sweeping story about the modern workplace.

The e-book is at the center of "Xerox's Project: Set the Page Free," a branding campaign that debuted last September and centers on the growing intersection between the physical and digital worlds. The multimedia campaign includes short video...

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