Trường’s Reviews > Humanizing B2B: The new truth in marketing that will transform your brand and your sales > Status Update

Start with the feelings u want customers to have then own that feeling.

The authors of this book don't practice their own advices. There's zero story telling and an overreliance on statistics in this book.

- Present your product as being part of a larger movement.
- Storytelling
- Generate trust
- Intrigue, surprise, entertain
- Act accordingly to prove your purpose

You want to be a teacher not a salesperson. Also I guess education =/= teaching about the product features, but teaching about possibilities.

Okay so ABM isn't an all in one solution. You still need mass appeal and awareness from new customers in B2B.