Moving from a B2B Mindset to a B2H Mindset

For years, marketing has been divided into B2B (business-to-business) and B2C (business-to-consumer) strategies. B2B marketing is typically logic-driven, focusing on efficiency, ROI, and long-term partnerships, while B2C marketing emphasizes emotions, quick decision-making, and personal benefits. However, both approaches often miss a fundamental truth—all marketing is human-to-human.

That’s where B2H (business-to-human) comes in. B2H marketing blends the strategic, problem-solving nature of B2B with the emotional and experience-driven approach of B2C, focusing on building relationships and engaging customers in a more personal way.

If you’ve been operating in a B2B or B2C framework, shifting to a B2H mindset can transform the way you connect with your audience. Here’s how this shift compares and how to make it happen.

1. From Selling to Companies (B2B) or Individuals (B2C) → Selling to Decision-Makers as People (B2H)

B2B Approach:

Focuses on company-wide pain points, efficiency, and ROI. Marketing is aimed at decision-makers in a logical, fact-driven way.

B2C Approach:

Targets individuals based on personal needs, desires, and lifestyle. Appeals are often emotional, using urgency and impulse-driven tactics.

B2H Shift:

• Recognize that even in B2B, decisions are made by humans with emotions, aspirations, and pressures.

• Instead of just selling a solution, address personal challenges that decision-makers face.

• Use storytelling to connect on a human level.

Example:

Instead of saying, "Our project management software increases efficiency by 30%," say, "Our software helps you stress less and focus on what really matters—whether it's growing your team or making it home for dinner."

2. From Corporate Jargon (B2B) or Trendy Language (B2C) → Authentic, Relatable Communication (B2H)

B2B Approach:

Relies on professional, formal, and sometimes technical language. Often prioritizes credibility over relatability.

B2C Approach:

Uses catchy, informal, and sometimes exaggerated messaging to grab attention quickly. Can sometimes feel gimmicky.

B2H Shift:

• Speak like a human to another human, balancing professionalism with relatability.

• Avoid overly technical or robotic language while maintaining credibility.

• Show authenticity through transparency, real stories, and values-driven messaging.

Example:

A construction firm might replace "We specialize in scalable infrastructure solutions with a focus on efficiency and cost-effectiveness" with "We build spaces where businesses thrive, communities connect, and people feel at home."

3. From Generic Messaging (B2B) or Mass Personalization (B2C) → Deeply Empathetic Engagement (B2H)

B2B Approach:

Focuses on broad industry challenges and company-wide benefits. Messaging is often generalized to apply to multiple industries.

B2C Approach:

Uses data-driven personalization but often at a surface level—such as inserting a customer’s first name into an email.

B2H Shift:

• Go beyond mass personalization by truly understanding the personal struggles of decision-makers.

• Instead of just tailoring messages by company type, tailor based on the human experience of the customer.

• Show empathy in your content, focusing on what makes their lives easier, not just their business better.

Example:

Instead of a generic email saying, "Download our latest report on industry trends," send:
"Hey Sarah, we noticed you’re interested in sustainable building. Here’s a case study on how we helped a firm like yours cut costs while going green."

4. From Transactional Digital Marketing (B2B) or Click-Driven Tactics (B2C) → Technology That Enhances Human Connection (B2H)

B2B Approach:

Uses digital marketing primarily for lead generation, webinars, and thought leadership. Often focuses on long sales cycles.

B2C Approach:

Leverages social media, ads, and influencer marketing to drive fast conversions, often prioritizing clicks over meaningful engagement.

B2H Shift:

• Use digital tools to create human-centered experiences, not just to push information or drive quick sales.

• Focus on interactive, engaging content that facilitates two-way conversations.

• Implement AI and automation in a way that enhances, rather than replaces, human connection.

Example:

A real estate developer could create an interactive tool that helps potential clients visualize their future office space, rather than just listing specs in a PDF brochure.

5. From Customer Lists (B2B) or Followers (B2C) → Engaged Communities (B2H)

B2B Approach:

Focuses on customer accounts and professional relationships but often lacks emotional connection or ongoing community engagement.

B2C Approach:

Prioritizes building large audiences on social media but doesn’t always foster deep relationships.

B2H Shift:

• Move beyond just acquiring customers or followers—build a community where they feel connected to your brand.

• Encourage peer-to-peer interactions through forums, groups, and networking events.

• Create valuable experiences like mentorship programs, learning hubs, or exclusive industry groups.

Example:

Instead of just promoting services, a construction company could create a LinkedIn group where architects, engineers, and project managers exchange best practices, making the brand a valuable industry hub.

The Future of Marketing Is Human

A little tongue in cheek but I want to stress that the shift from B2B and B2C to B2H isn’t just a marketing trend—it’s a necessary evolution. Businesses that recognize and respect the human side of decision-making will stand out in an increasingly competitive market.

By focusing on authenticity, deep engagement, and emotional connection, marketers can build relationships that go beyond transactions. Whether you’re selling to a CEO or a first-time homebuyer, they’re still human—and humans crave connection.

Are you ready to make the shift?