Brands are wasting 95% of their B2B marketing: business marketing in a personal world

In the News

September 25th, 2020 // The Drum

Great marketing – consumer or B2B – is at its core, great storytelling. And every great story begins the same way, with the protagonist wanting something.

Cinderella wanted freedom. Odysseus wanted to get home. Romeo wanted to marry Juliet.

In great marketing, it’s the same. It’s about what the customer – not the brand – wants. And more importantly, what the customer wants to feel.