Last week, I watched two marketing presentations. One divided customers into sterile segments: “B2B” and “B2C.” The other focused on “humans making decisions.” Here’s my take: the traditional B2B and B2C divide isn’t just outdated—it’s actively harming your business by making you forget you’re talking to real people.
Remember when websites split visitors between “consumer” and “business” sections? The most successful companies now realize something profound: whether you’re buying enterprise software or breakfast cereal, you’re still a human being making a decision. One tech company tripled their conversion rates by replacing “enterprise solutions” with “tools that make your workday better.”
Even in the most buttoned-up B2B transactions, emotions drive decisions. Your enterprise clients aren’t just buying “optimized workflow solutions”—they’re buying peace of mind and professional success. When you recognize this, your sales approach transforms.
Traditional B2B marketing reads like a technical manual. B2C swings to the opposite extreme with pure emotion. B2H strikes a balance, telling human stories that connect technical value with emotional impact.
B2H breaks down traditional marketing channels. LinkedIn isn’t just for B2B anymore, and Instagram isn’t just for B2C. One industrial equipment manufacturer gained a massive following by sharing behind-the-scenes TikToks of their machines in action.
Even in massive enterprise deals, B2H reminds us that decisions are made by individuals with personal hopes and fears. A cloud services provider increased their close rate by 40% by addressing the personal career implications for their buyers. If you want to see how cloud services can be personalized for your needs, check out cloud services.
As AI and automation rise, the human element becomes more valuable, not less. Companies that master B2H aren’t just connecting better with their audience—they’re future-proofing their businesses against artificial interactions. Learn how to blend AI with authentic human connection in our guide to enhancing your business with AI.
The rise of B2H isn’t just another marketing trend—it’s a return to the truth that all business is ultimately human. Whether you’re selling to enterprises or consumers, your success comes from remembering there’s a person on the other end of every transaction.
The company that embraced B2H didn’t just have better metrics—they built lasting relationships. Sometimes, the most sophisticated strategy is simply being genuinely helpful to other humans.
As we move forward, the companies that thrive won’t be those with the best B2B or B2C strategies—they’ll be the ones who master the art of human connection. Behind every business decision, purchase, or partnership, there’s a human being hoping to solve a problem or achieve a goal.
Ready to build real relationships with your clients and future-proof your business? Contact eMazzanti today to learn how we can help you embrace the B2H revolution and transform your approach to business communication.
In more than 20 years of speaking at events, I have noticed a recurring theme…
Artificial Intelligence (AI) is transforming industries across the board, but its impact on the legal…
Point of sale (POS) systems are helpful for both retailers and customers. They let consumers…
Businesses of all sizes today are confronting a rising number of sophisticated cyber security threats,…
Greetings! I am Carl Mazzanti, and I have been sharing my thoughts in these kinds…
As we move deeper into 2025, you are probably focusing on ways to expand your…