B2B buyers are humans, not robots

Automation and algorithms aren’t always the best way to reach customers who are, after all, human beings. We need to break down the barriers between companies and their potential clients. Real, human connection isn’t a revelation, but it’s becoming increasingly valuable for B2B companies to embrace in an ever-expanding digital world.

Events we’ve produced

Webinar: The SEO Delusion

with John Miller

Scribewise President John Miller attacks the conventional wisdom that website traffic is the be-all and end-all for B2B companies. A B2B company’s website is for validation, not volume—meaning that the purpose of your website is to build trust with humans who are potential buyers, not attract a huge number of people who have no intention of ever buying.

Webinar: How Storytelling Drives Business Growth

with Heidi White

Scribewise President John Miller interviews Heidi White, former CMO of boutique consulting firm Navigate, about its brand reinvention and the impact it has had on their business. The discussion focuses on Navigate’s transformation and how Heidi and her team set the stage for success. The conversation includes bringing a B2C mindset to B2B strategy, the content creation partnership and how Heidi and her team make working together fun and rewarding.

Panel Discussion: Women in B2B Marketing

with Kaitlin Loyal, Heidi White, Laura Spaventa Lewis, Olivia Armstrong and Jen Cohen Crompton

Women are often fighting uphill to be heard and valued in B2B environments. The panel discusses how the heightened sense of empathy and intuition women often bring to the table greatly helps to create customer-centric brands and stories.

Webinar: Mean People Suck

with Michael Brenner

Marketing Insider Group President Michael Brenner believes that “empathy is the future of marketing.” Using multiple examples and case studies, Michael demonstrates that customer-centered marketing works best, and stresses that marketers must learn to push back on ideas that will not deliver value to the customer.

Webinar: What Makes a Great Brand

with Bill Gullan

Finch Brands President Bill Gullan tells us that branding is fundamentally about asserting difference and establishing expectations, and that the best brands are built from the inside out. In other words, great brands are felt, loved and ultimately expressed by the people who work for the company. Bill also discusses the shift toward brands focusing on customer needs rather than product features.

Fireside Chat: The Creativity Leap

with Natalie Nixon

Scribewise Creative Director Lauren Milewski interviews Natalie Nixon, president of Figure 8 Thinking, and author of The Creativity Leap. Natalie says it is vitally important to embrace creativity to humanize B2B marketing: “To be human is to be hardwired to be creative.” She stresses the importance of asking questions to find the best answers.

Webinar: Content is King

with Gerry Moran

MarketingThink Consulting Founder Gerry Moran tells us that his philosophy is, “if you teach people to fish, they’ll figure out that you’re selling fishing poles.” In this webinar, Gerry says that content is king—but only if your kingdom is interested. As marketers, it’s our job to create that interest.

Webinar: How Thought Leadership Can Humanize Your Brand

with Lee Price

You may realize the importance of building an authentic, human brand, but do you know how to get there? Viewfinder Partners’ Principal Lee Price discusses why marketers should lead with people over their corporate brand, what makes good thought leadership and how to develop your thought leaders’ ideas and turn them into excellent content.

Webinar: Why Your Employer Brand Should Repel Candidates

with Pete Van Neste

Most people design employer brands to attract more candidates. But we don’t want more candidates, we want the right ones. Pete Van Neste, head of marketing at recruitment software company Pinpoint, talks about why repelling candidates is the right thing to do, how to create a compelling employee value proposition and what you need to do to promote a message that attracts more of the right candidates and less of the wrong ones.