B2B Marketing is Changing and Guest Paul Cash Founder of B2B Agency Rooster Punk is Leading the Charge.

The struggle of B2B marketing to get respect, talent, awards is real but could it be old news?  With the first ever Cannes Lions Creative B2B Lions, supported by the B2B Institute, a LinkedIn Think Tank and strategic thought partner to Cannes Lions - B2B work is getting it's share of the spotlight and a seat at the table.  The mission? To change the tide of B2B marketing and nudge it closer to B2C marketing - not to duplicate it - but to be more creative, have more of a long-tail, to build a brand garnering loyalty and lean less toward strictly lead-gen and conversation. Ultimately, the goal is to move hearts and minds - to tap into emotion. My conversation with Paul Cash about his book (Humanizing B2B - read it!)  and his work at his agency Rooster Punk highlights his mission to evolve B2B marketing. Paul is evangelistic in his message and delivery. I dare you to not be inspired. My article for Forbes entitled: Is it Time For A Breakout for B2B Marketing documents the "Call To the Creatives" to try the B2B side at Cannes Lions.