Newsletter | March 8, 2023

03.08.23 -- How H2H is your B2B marketing and sales?

  In This Issue:  



How H2H is your B2B marketing and sales?


Behind each brand and every B2B relationship is a group of buyers and solution providers, real people who apply a blend of logic and emotion to their work. Yet, B2B marketing content leans heavily toward logic and reasoning.


According to Ben Laws, Executive Vice President and Deputy U.S. Lead, Edelman Business Marketing, “it is a fallacy that B2B marketing should not be emotive. It absolutely should be, and that’s not just a finger in the wind opinion, there is a lot of data that backs that up.”


What this means is that we should focus more on creating Human2Human content, or H2H. Rather than talking only about things, we should pay more attention to the people behind the technology, services, processes, science, and engineering and include them in our marketing content. More importantly, we should emphasize what these things can do to improve the lives of the people who purchase them.


When was the last time you heard a buyer speak about the great relationship they have with the manufacturing equipment they purchased recently? Rather, they talk about the people who represent the equipment.


This edition of our newsletter focuses on creating marketing content that captures the H2H relationships that are so important to great buyers’ journeys, superior customer experiences, and business growth in B2B solution provider companies.


Our feature article comes from Altitude Marketing and contains tips on how to better humanize your B2B brand. We also revisit a popular article from 2022 on infusing an emotional component into your B2B marketing strategy. And there is some advice on content creation from our favorite content expert, Wendy Jacobson.


Have every edition of our newsletter delivered to your in-box by signing up here: send me the Follow Your Buyer newsletter each week!


- Perry

Perry Rearick

Chief Editor | Follow Your Buyer


Exclusive Content From Follow Your Buyer
6 Simples Ways To Humanize Your B2B Brand

As a B2B company, you may think it’s necessary to keep a corporate demeanor in everything you do. But the truth is, humanizing your brand can help you connect with clients naturally – and then naturally stand out. Here’s how you can make that happen.

Venturing Into The Twilight Zone: The Emotional Dimension Of B2B Marketing

B2B marketing material does not have a reputation for being deeply engaging, entertaining, or something that strikes an emotional chord with its audience. And like the Twilight Zone, we find emotional B2B marketing hard to understand and fascinating, but few of us are willing to travel there.

Don’t Just Create Content; Create Content That Engages Your Audience

It’s one thing to create content, but it’s another to engage your audience altogether. And, if you’re not engaging your audience by educating or entertaining them, then what’s the point of creating content in the first place?

Making B2B Human Again!

At some point we sucked the life out of our B2B marketing communications. Maybe it’s the way we over automate our outgoing messages or that we’ve turned our marketing departments into impersonal content production centers.