Business
We've heard time and time again that in B2B, we're not speaking to nameless, faceless companies...we're talking to people. So why is it still so difficult for marketing and sales professionals to take a human-centered approach to engagement? We chip away at this question with Benjamin Shapiro, host of the MarTech Podcast. Before venturing into content creation and media, Shapiro worked for both B2B and B2C brands and noticed the need for more human-driven messaging and marketing execution.