Human-to-Human Marketing

While researching ideas for B2B marketing automation campaign ideas, I came across a quote by Bryan Kramer, keynote and TED talk speaker, that really stuck in my head: “There is no more B2B or B2C. It’s H2H: Human to Human.” It got me thinking about how we label marketing tactics and consumers. Do we need specific B2C or B2B strategies to be successful marketers, or does it actually hurt us in the end?

With the increase of artificial intelligence and outreach through technology, it is important not to lose sight of the fact that our customers are not just the labels we assign to them or mere representations of data and revenue numbers. They are, in fact, human. Marketers need to keep in mind that there is a human being on the other end of their campaigns, and I’m here to help you start.

How to be successful at Human-to-Human (H2H) Marketing

Be personal

Show that you relate to and know your prospects or customers by integrating personalized marketing into your strategy. The more you demonstrate that you are listening to your audience and understand their needs, the more connected they will be with your organization. Develop personas, create profiles, use personal field merges, or send surveys to let them know you care.

Be empathetic

This is consistent with personalization. Understand your audience and what problems they may be looking to solve. Let them know that they are more than just a sales target by giving them relevant content, following them on social media, or including them in outreach efforts that encouraging learning, not just buying. 

Have fun with it

Win over your audience by adding humor to your marketing. Make them laugh and they will keep coming back for more. Have a personality and be able to laugh at yourself. This is something humans can relate to. The better personas you create and the more you know who you are marketing to, the better you will be able to joke with them.

Tell a Story

Being conversational with customers and prospects goes a long way. Write your content like the human you are, not a robot. Even in B2B marketing, you are still reaching out to another person, and people relate to experiences. Instead of lecturing about statistics and reviews, share a piece of your company through a story. Make people feel like they are a part of your community so you can establish a meaningful connection.

Own up to your mistakes

Humans make mistakes and so do marketers. If you send the wrong email, pass along incorrect information, accidentally offend, or even just have a small error in spelling or grammar, own up to it! Not only will people appreciate an apology, but it is an opportunity to make a joke and a connection.

Be authentic

This one is fairly obvious. Don’t try to hide things from your customers and prospects with gimmicks or false advertising. With infinite information readily available, it’s nearly impossible to fool people. Transparency and authenticity will only help your outreach efforts.

Utilize advocates

Reviews, testimonials, and case studies are all crucial for developing brand loyalty and trust. Humans love what other humans love. If a prospect sees a customer raving about your product or service, there is a good chance they will look into your business.  Identify, nurture, and reward your brand advocates so they continue to promote you.

Hopefully these tips have you on the road toward marketing like a human again! All joking aside, I do hope these points helped you remember who you are talking to beyond that screen. Keep these points in mind and not only will your customers and prospects appreciate it, but you may start having a little more fun, too!

Any questions or comments? Write below or contact us.