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By: James Trezona,Paul Cash (Author)

Humanizing B2B argues that moving products starts with moving people, and moving people starts with moving minds. It frames this as the core of modern B2B marketing. The book calls on marketers to wake up to the power of branding, purpose, stories, emotion, people, and culture to drive growth. It describes a shift happening in B2B, where brands are moving beyond a narrow focus on performance marketing and becoming more interesting and more relevant.

The book positions itself as a guide for B2B marketers who wear many hats. It describes the B2B marketer as the technologist, the strategist, the customer champion, the data expert, the creative leader, the analyst, and the storyteller. It also frames the reader as the hero of the story, while warning that a “giant meteor” is spinning toward the profession. It presents this meteor as the inevitable consequence of B2B marketing’s failings, setting up the need for change in how B2B marketing is practiced.

Inside, the book promises a guiding view on why B2B marketing needs to embrace a more human philosophy. It highlights the role of brand, purpose, and emotion in driving growth. It also points to a review of research that is shaping new opinions in B2B marketing, and it signals a deeper look at the science and power of story at both a brand and demand level. Another theme is brand likeability, presented as an under utilized power play. The book also references case stories and anecdotes that showcase commercial impact.

The table of contents preview reinforces this arc. It includes sections such as “What youre doing isnt working,” “The new truth,” “Humantohuman,” “The five principles of humanizing,” “Storynomics,” “The likeability factor,” “The undeniable facts,” and “Rise up.” Together, these headings signal a progression from critique, to principles, to storytelling and likeability, and then to evidence and action. The author bios presented alongside the description connect the book to the authors’ work in storytelling. Paul Cash is described as a creative entrepreneur and storyteller on a mission to humanize B2B marketing, and as the founder of Rooster Punk, described as a go-to agency for B2B storytelling. James Trezona is described as a strategist, marketeer, and managing director of Rooster Punk, using storytelling to help businesses put purpose at the heart of their business. Elsewhere, the site describes both authors as co-founders of Rooster Punk, specializing in helping business and marketing leaders unlock storytelling and creativity within their organizations across complex B2B markets, including technology and finance.

Overall, Humanizing B2B presents a human-first argument for how B2B brands can break from a narrow performance focus and build relevance through brand, purpose, emotion, culture, and story. It positions the reader as a multi-skilled B2B marketer facing an urgent need to evolve, and it lays out what the book says you can expect to learn along the way.

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