The experts share their stories
“If we do not act to move B2B to the next level, we’re going to be in serious trouble.”
That was the message from Paul Cash, founder of Rooster Punk, in the opening address on the Gurus stage, in a call for more emotion in B2B marketing.
Currently decision-makers operate in what he calls the ‘FEAR zone’ – with behaviour governed by: Frustration; Apathy; Evasion; and Risk aversion.
It’s our job as marketers to move them to the ‘BRAVE zone’, says Cash.