People crave connection and B2B marketers are well-served to market like their B2C counterparts by telling stories that evoke emotion and make their customers feel heard. 58% of B2B marketers say that humanizing their brand will lead to higher sales, but they should avoid buzzwords and grandiose language and seek to speak in clear, descriptive English. Examples such as Basecamp and State Street's 'Fearless Girl' show the success of storytelling that resonates with their mission and customers.
Marketers should look to inject humor and feature people to create memorable stories. They can also revisit their founder story, celebrate their customers, and identify enemies, obstacles, puzzles, and traps to show how they help overcome them. Humanizing B2B marketing will result in more innovation, empathy and fun.
Jargon should be avoided and storytelling workshops should be run with diverse team members to ensure that the company story resonates. By following these steps, B2B marketers can help build connections with their customers and make them feel heard.
Seven Ways to Show Up Human in Your PR and Marketing Efforts
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