In the increasingly impersonal world of B2B, how can you forge standout customer connections? In the latest episode of our Human Touch podcast, JPC MD Claire Ellis welcomes back ex Vodafone, BT and Ericsson B2B technology marketing specialist Lisa Daniels to discuss how to put the customer at the heart of your business with communications that resonate and spark sales. Tune in now…

How can we ensure B2B marketing is fit for purpose in an increasingly transactional age? In the latest episode of our human touch podcast, Claire Ellis and her guest, ex Vodafone, BT and Ericsson B2B Tech marketing specialist Lisa Daniels, discuss the need for stronger personal connection in today’s hybrid world of work. Drive richer conversations with the human edge.

How can you translate technical solutions into human stories that showcase your innovation through the customer lens, generate more sales and enhance your customer experience? And what are the greatest challenges to overcome when doing this in the B2B space?

If you want to help buyers to purchase from you, you must first appreciate the treacherous journey they have to go through in the buying process. To complete a purchase, B2B customers today need to complete a series of non-sequential steps, several of which happen at the same time and are led by different people. It’s more a maze than a straight path, and it’s completely undermined the traditional model of linear deal progression.In this episode we navigate this maze to learn how the world of B2B buying is changing, and what this means for sales and marketing leaders and their teams.We hope you enjoy today’s conversation and find it insightful, if we touched on any of the issues you’re facing in your business today and you’d like to know more about any of the topics we discussed, get in touch at [email protected]’s GuestGARY SHARP – ​BUSINESS DEVELOPMENT & SALES TRANSFORMATION SPECIALISTGary is a successful Sales Vice President with 15 years’ sales leadership experience growing and turning around large 50+ people Telco/Mobile/IT sales organisations focused on the enterprise sector, exceeding margin, revenue and TCV targets.  He helps global and UK/EMEA enterprises transform their businesses embracing digital technology selling SaaS, IT services/cloud, outsourcing, security and mobility.He transforms sales team performance, increasing win rates and market share by innovative effective customer engagement.  In Gary’s current role he is responsible globally for: New business and acquisition from the UK and EMEA.Managing the accounts for 200 global customers.Driving transformation in the sales process with a new team developing market leading best practice in order to increase win rates and acquisition.Identifying and winning new customers, from creation to closure of large service based, cloud, security, mobility and collaboration contracts.He credits his success to being an: Innovative market disruptor ​- driving growth in new customers and existing accounts using innovation, developing market winning sector propositionsOutstanding leader of people ​to drive latest best practice sales models across direct and indirect channels and leading/negotiating major customer engagements and inspiring large sales teamsAdvisor and relationship builder​ with an outstanding personal network relationship at Board/C level in enterprises in the UK and Globally and with partners like Cisco, Microsoft, Apple and Google