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Customers Should Be the Focus of Your B2B Story

Want to tell better B2B stories? Put your customer at the center of the tale.

At the ANA’s Masters of B2B Marketing Conference today, Mike O’Toole, president and partner, PJA Advertising + Marketing, noted that according to Deloitte research, when organization define their success through the eyes of their customers, stakeholders or society, people come alive—and they engage with your brand.

“There are people out there who share stakes or an agenda with you, but aren’t your advocates today,” said O’Toole. “If you get them off the sidelines, you have activated an army that can help you win.”

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