B2Human

Business-to-Human

A marketing concept that emphasizes treating business-to-business (B2B) relationships more personally, recognizing that even in B2B transactions, decisions are made by individual humans with emotions, preferences, and personal experiences. Unlike traditional B2B marketing, which may focus primarily on the benefits to the business or its bottom line, B2Human marketing stresses the importance of personal connection, understanding individual needs, and creating meaningful experiences for the people behind the businesses.

The B2human approach aligns with the broader trend toward more personalized, customer-centric marketing strategies. It suggests that even when the customer is another business, human decision-makers still appreciate and respond to the same types of empathetic, personalized, and engaging interactions that individual consumers do. This approach can lead to deeper relationships, improved customer loyalty, and improved business outcomes. Adopting a B2Human strategy could mean:

1. Understanding the individual concerns, challenges, and goals of the contacts within the client organization.
2. Tailoring communications and solutions to address those individuals’ specific pain points and needs.
3. Building genuine relationships beyond mere transactions, focusing on trust, respect, and mutual success.
4. Providing personalized experiences that acknowledge each business’s unique context and situation and its key people.

This concept encourages businesses to look beyond traditional metrics and see the value in creating genuine, human connections within professional relationships.

• Abbreviation: B2Human