The importance of Likeability in B2B Marketing

Paul Cash, founder of Rooster Punk, an award winning B2B agency, and author of Humanizing B2B, explains why the likeability factors matters in business-to-business marketing.

Have you ever seen the film The Imitation Game, starring Benedict Cumberbatch? In it, the British mathematician Alan Turing cracked the German Enigma code and saved countless lives during World War II. There’s a pivotal moment when he’s at the pub with his soon-to-be-bride Joan, who can see that

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