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We’re all human, even B2B decision-makers. So, stop treating buyers like super-rational spreadsheet warriors, says Anca Rhone at MX Group. Loosen up, have some fun with your B2B ads – and cut through.

What's the best way to build mental availability so you can be on the day one list? Often, B2B ads opt for salesmanship, showcasing product features and pricing that only the 5% might find useful ...