The Importance of Humanness in B2B Content Experiences
When trust grows, your buyers gain the confidence they need to qualify themselves and invite a conversation with your sales rep.

The payoff in creating the perception of humanness and inviting participation is that buyers will recognize the investment you’ve made to understand them and when that happens—as in this study—trust grows. When trust grows, your buyers gain the confidence they need to qualify themselves and invite a conversation with your sales rep. Read more
RELATED CONTENT
-
The Not-So-Simple Act of Storytelling
The industries Gardner Business Media reports on grow and evolve constantly. New technologies emerge and change things and become part of the larger story almost constantly. Scott Francis, Editor-In-Chief, Products Finishing discusses the importance of asking questions, listening to the real experts who have devoted their lives to their work, and the role of storytelling in manufacturing.
-
49 Years at Plastics Technology, and How I Lived to Tell About It
I didn’t know it then, but a couple of lucky chances landed me a career at a single magazine. But there’s more to a satisfying work life than just work.
-
The Art of Letting Live and Letting Go
A sense of control—over our work and personal lives—has been fleeting as the pandemic continues. Becoming a COVID-19 employee and learning to navigate my position remotely has taught me that maybe this isn’t such a bad thing.