Hey, B2B Marketers, Stop Marketing Products & Start Marketing To Humans

As I was PARKED in traffic this morning, I got to thinking about B2B Marketing (as one does...) I'm always asked by B2B marketers, "Tom, how can I create content around such a boring product." My answer will always be, stop creating content around your product. Start creating content for the humans that will use the product. 

Start telling stories about how your product happened to change someone's life. Tell a story about how your company was created in a garage. Tell a story about a team member who innovated and created a new process. Tell a story about the impact that your product has had on a company's bottom line. When we stop focusing on the facts and start focusing on the humans, EVERYTHING changes.  Make it a great day today.