The concept of “business-to-human” (B2H) marketing has gained traction among B2B marketers aiming to infuse a more personal touch into their strategies.
This approach emphasizes the human elements in business transactions, acknowledging that decisions are made by individuals, not faceless entities.
However, the adoption of B2H framing is not without its debates and challenges.
Divergent Perspectives on B2H
Rich Atkinson-Toal, Vice President of Global Brand and Experience Studio at American Express Global Business Travel, expresses caution regarding the B2H approach.
He underscores the complexity and gravity of B2B purchasing decisions, noting that these choices often involve multiple stakeholders and carry significant professional risk. Atkinson-Toal argues that while it’s essential to recognize the human aspect, focusing solely on it may overlook the structured, rational processes inherent in B2B transactions.
Conversely, Rachel Exton, Vice President of Global Brand at Pearson, champions the B2H perspective. She believes that adopting a human-centric approach can invigorate B2B marketing, pushing professionals out of their comfort zones and fostering more innovative thinking.
Exton suggests that this shift allows marketers to address business problems more holistically, considering both the organizational and personal dimensions of decision-making.
The Complexity of B2B Decision-Making
B2B transactions are characterized by intricate decision-making processes involving multiple stakeholders, each with distinct priorities and concerns. The purchasing journey often includes extensive evaluations, negotiations, and justifications, reflecting the substantial investments and potential risks involved.
This complexity necessitates a marketing approach that balances emotional engagement with detailed, factual information tailored to the specific needs of the business.
Integrating Human-Centric Strategies in B2B Marketing
While the B2H approach offers valuable insights, its application in B2B marketing requires careful consideration. Marketers can humanize their strategies by:
- Personalizing Communication: Crafting messages that resonate with the individual roles and responsibilities of decision-makers within the organization.
- Building Trust Through Transparency: Providing clear, honest information about products or services to establish credibility and foster long-term relationships.
- Leveraging Emotional Intelligence: Understanding the emotional drivers behind business decisions and addressing them appropriately without overshadowing the logical aspects.
Conclusion
The B2H framing in B2B marketing presents an opportunity to connect more deeply with clients by acknowledging the human elements in business decisions. However, it’s crucial to maintain a balance, ensuring that the emotional aspects complement, rather than replace, the rational and structured processes that define B2B transactions.
By integrating human-centric strategies thoughtfully, marketers can enhance engagement and build stronger, more authentic relationships with their business clients.
