How B2B Audiences Sniff Out the BS in Your Brand Stories

Five keys to engaging case-hardened skeptics whose attention tanks are running on fumes

By John Favalo

With hectic schedules and a multitude of distractions competing for their interest, customers have never been so short on time or attention. To make a B2B audience take notice, business marketers should deliver brand stories in honest, compelling ways, with a balance of rational and emotional appeals.