How To Make B2B Marketing Fun Again: Heather Barnett
Heather Barnett has turned B2B marketing's most awkward habits into a comedy career, and after years as a copywriter she has a folder on her laptop labelled examples of terrible copy that could fill an entire episode on its own. Heather joins Luke to explain why fear, not lack of imagination, is the real reason B2B marketing is so afraid to be different, why every website ends up sounding the same once it goes through what she calls the professionalisation machine, and why comedy has quietly become a legitimate, paid channel for B2B brands willing to be honest about themselves. It is a…
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