Making your B2B comms more human is the best way to connect with audiences

"If the last decade has proved anything, it's this: the B2B marketing space is becoming more about people, stories, and meaningful connections. No more is it simply about product manuals and sales sheets; the landscape of B2B communications is taking on creative traits typically reserved only for B2C brands. And this development is a constantly accelerating force, fueled by the social media revolution that's made brands and professionals more visible, accessible, and human than ever before."

"Platforms such as LinkedIn have morphed from a digital CV storage space into buzzing hubs of authentic personal and professional interaction. LinkedIn is a place for funny people to be funny, creative people to be creative, and interesting people to be accessible. Suddenly, it's not just about what you do, it's about who you are, what you stand for, and how you make others feel."

"People want positive Let's be honest: facts and features are necessary, but they rarely move the heart. Data is the bedrock on which stories are often told, but it's never the story by itself. The emotional punch, the optimism, the humor, the empathy are what keep brands top of mind. Think of those unforgettable Christmas ads: you don't remember which products were on offer that year, but you remember the images and the messages. Well, it's no different in B2B."

B2B marketing has shifted toward people, stories, and meaningful connections rather than product manuals and sales sheets. Social media has made brands and professionals more visible, accessible, and human, accelerating this change. LinkedIn now functions as a hub for authentic personal and professional interaction where personality, values, and emotional resonance matter. Facts and features remain necessary but rarely move the heart; emotional elements like optimism, humor, and empathy keep brands top of mind. Choosing the right messenger and injecting human elements into messages, campaigns, and conversations is essential for effective modern B2B communication.

Read at The Drum