Ashley Poynter:

The habit in B2B is to want to stay authoritative sounding and very traditional. And I think brands are getting a little bit more comfortable stepping outside of that comfort zone and trying to be a little bit more conversational and focus on the story and making their audience, or I shouldn't say their customers, the heroes, right? And building a story around that and finding compelling, interesting, and visually fun ways to tell those stories.

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