From B2B to B2H: Building customer connection

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43 L 48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-customer-marketing tag-customer-retention tag-customer-segmentation "> <section class="post-full-content Customer marketing"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2023-01-13">13 January 2023</time> <span class="reading-time">7 min read</span> </section> <h1 class="post-full-title">From B2B to B2H: Building customer connection</h1> <section class="post-full-meta"> <a href="/tag/customer-marketing/">Customer marketing</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/charley/"> <img class="author-profile-image" src="/content/images/size/w300/2022/12/Charley-gale.jpeg" alt="Charley Gale" /> <section class="author-card-content"> <h4 class="author-card-name">Charley Gale</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2023/01/quino-al-8gWEAAXJjtI-unsplash--1-.jpg);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>One of the biggest challenges facing companies today is standing out from the competition, and attracting more buyers. One of the many reasons this challenge exists is that a lot of marketing techniques are now outdated. Many were used to attract an audience that required more formal communication, in the spirit of “professionalism”.</p><p>Often, businesses forget they’re selling to actual humans when they look at marketing purely from a B2B lens. However, this mentality within business spheres is slowly changing. With an influx of millennial and gen Z employees joining more and more organizations, there has been a shift towards more personalized and approachable marketing techniques.</p><p>After all, these two generations are slowly <a href="https://www.pewresearch.org/fact-tank/2020/04/28/millennials-overtake-baby-boomers-as-americas-largest-generation/?ref=customermarketingalliance.com">becoming the majority</a> within the adult population in North America. And being raised with social media platforms that have quite literally been designed to work for their specific needs, it’s becoming difficult to market towards them without catering to this need as well.</p><p>In this article, we’re going to discuss one of the latest marketing approaches to have taken the product marketing industry by storm: B2H, or business to human, marketing. We’ll specifically be taking a closer look at:</p><ul><li><a href="https://www.productmarketingalliance.com/going-from-b2b-to-b2h-how-to-build-stronger-relationships-with-your-customer/?ref=customermarketingalliance.com#what-is-b2h">What is B2H marketing?</a></li><li><a href="https://www.productmarketingalliance.com/going-from-b2b-to-b2h-how-to-build-stronger-relationships-with-your-customer/?ref=customermarketingalliance.com#why-is-it-important-to-follow-a-b2h-approach">Why is it important?</a></li><li><a href="https://www.productmarketingalliance.com/going-from-b2b-to-b2h-how-to-build-stronger-relationships-with-your-customer/?ref=customermarketingalliance.com#challenges-with-this-approach">Challenges with this approach.</a></li><li><a href="https://www.productmarketingalliance.com/going-from-b2b-to-b2h-how-to-build-stronger-relationships-with-your-customer/?ref=customermarketingalliance.com#how-to-optimize-your-b2h-approach">How to optimize your B2H marketing technique.</a></li></ul><h2 id="what-is-b2h"><strong>What is B2H?</strong></h2><p>B2H, or business to human, marketing is an approach specifically used to target the individual behind the screen, focusing on the individual’s needs rather than just those of a <a href="https://www.customermarketingalliance.com/ultimate-guide-to-customer-segmentation-the-what-why-and-how/">customer segment</a> or business.</p><p>It’s typically used to build a deeper connection with the customer, and make them feel valued, seen, and heard regarding their individual needs and pain points.</p><p>However, this approach isn’t targeting just any human, you must still aim your marketing towards your target audience. This technique is used as a way of gaining a deeper understanding of your customers, while also reminding them that you’re also another human behind a screen.</p><p><a href="https://www.customermarketingalliance.com/what-is-customer-marketing-the-vital-link-in-the-progress-chain/">Customer marketing</a> is going to greatly impact how you approach this marketing technique, as you need to figure out who your customers are exactly, and how they like to be spoken to.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/what-is-customer-obsession-a-new-way-to-build-businesses/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">What is customer obsession? A new way to build businesses</div><div class="kg-bookmark-description">No matter what industry your business is in, it’s your customers that fuel growth. As such, companies should be prioritizing their customers and their experiences above all else. This is where customer obsession comes in.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/2022/09/designecologist-5mj5jLhYWpY-unsplash--1-.jpg" alt=""></div></a></figure><h2 id="why-is-it-important-to-follow-a-b2h-approach"><strong>Why is it important to follow a B2H approach?</strong></h2><p>Using a B2H approach is going to have many advantages for your organization because of this broadening need to be seen as an individual.</p><p>Let’s take a deeper look at the benefits of using this approach that’ll surely sway you to consider implementing it into your own product marketing technique.</p><h3 id="builds-a-stronger-relationship-with-your-customers"><strong>Builds a stronger relationship with your customers</strong></h3><p>This is one of the most important and easy-to-understand reasons for using the B2H approach. Personalizing your marketing is a sure-fire way of developing a deeper connection with your customers. This is because they’ll feel more valued, and heard regarding their needs and pain points.</p><p>You’ll also increase the likelihood that your existing customers will speak highly of your organization because of how positive you made their experience with you, and give them more of an incentive to stay a customer.</p><p>This is a good way of developing customer loyalty, increasing your <a href="https://www.customermarketingalliance.com/how-to-reduce-customer-churn-and-increase-customer-retention/">customer retention rates</a>, and improving your <a href="https://www.customermarketingalliance.com/build-up-your-brand-image-using-effective-brand-storytelling/">brand reputation</a>.</p><h3 id="it-gives-you-the-opportunity-to-have-more-fun-with-your-brand"><strong>It gives you the opportunity to have more fun with your brand</strong></h3><p>With B2B marketing, many brands focus on using their <a href="https://www.productmarketingalliance.com/how-to-avoid-messaging-positioning-mistakes/?ref=customermarketingalliance.com">messaging</a> to convey the features and benefits of their solution, without including any personality, or authenticity to their advantage.</p><p>Don’t forget that businesses are full of humans too. And humans crave <a href="https://www.customermarketingalliance.com/how-storytelling-works-to-perfect-customer-marketing/">connection, emotion, stories, and to feel appreciated</a>.</p><p>Using a more human-driven approach with your marketing is going to allow you to experiment with all of this, allowing you to discover what works, and what doesn’t for both your brand and your audience.</p><p>This will give you the opportunity to develop a better brand identity, alongside gaining a better connection with your target audience.</p><h3 id="increases-both-customer-and-employee-satisfaction"><strong>Increases both customer and employee satisfaction</strong></h3><p><a href="https://bryankramer.com/there-is-no-more-b2b-or-b2c-its-human-to-human-h2h/?ref=customermarketingalliance.com"><strong><strong>Bryan Kramer</strong></strong></a><strong><strong>, author, interviewer, host</strong></strong>, and all-round expert on what he calls “human to human” (H2H) marketing explained:</p><blockquote>“Businesses do not have emotion. People do. People want to be a part of something bigger than themselves. People want to feel something. People want to be included. People want to understand. But people are also humans, and with that comes mistakes. Missteps. Failures.</blockquote><blockquote>“As humans, it’s in our nature to say the wrong thing, get embarrassed, and not realize the consequences of our actions. The rise of social media has given a digital platform to the dark side of anonymity, both as individuals and as crowds. I say it’s time to lay down the virtual pitchforks and torches and bring this behavior back into balance.</blockquote><blockquote>“The delightful side of humanity holds with it empathy, understanding, and forgiveness, and when remembered in our communication, it ties us together as a common group. Communication shouldn’t be complicated. It should just be genuine and simple, with the humility and understanding that we’re all multi-dimensional humans, every one of which has spent time in both the dark and delightful parts of life. That’s human to human.”</blockquote><p>So, B2H marketing doesn’t just benefit the customer, but the employee as well. After all, we’re all human, and driving connection is what’s important.</p><a href="https://certified.customermarketingalliance.com/p/narrative-design-certified-masters?ref=customermarketingalliance.com"> <img src="https://www.customermarketingalliance.com/content/images/size/w1000/2022/10/CMA_Certified_CTA_Banners_Narrative_Design_.png"> </a><h2 id="challenges-with-this-approach"><strong>Challenges with this approach</strong></h2><h3 id="lining-your-marketing-with-your-audience"><strong>Lining your marketing with your audience</strong></h3><p>One of the challenges that companies may face is not finding the line between what their audience likes and then the type of marketing content they should create.</p><p>For instance, there may be a worry that they don’t sound professional enough when marketing a product for a big, corporate brand. But, you can still be professional whilst not sounding like a robot - you just have to know your audience and how they like to be spoken to.</p><p>And sometimes… “professionalism” isn’t what draws in the crowd. For example, <a href="https://www.duolingo.com/?ref=customermarketingalliance.com">Duolingo</a>, the language learning app, has chosen to target more of a gen Z audience and has taken to TikTok, and other social platforms, to create <a href="https://www.instagram.com/duolingo/?ref=customermarketingalliance.com">funny content involving their brand mascot, the Duolingo Owl</a>.</p><p>In these videos, they adopt current social trends and challenges that would be considered inappropriate in most crowds, particularly in the workplace. However, they’ve researched what engages their audience, and now create content that they’ll be interested in and interact with. Now, their brand content consistently goes viral.</p><p>And yet, they remain true to their brand in that one of their selling points for the app is that people “have fun with it”, and “effective learning doesn’t have to be boring”.</p><h3 id="targeting-individuals-is-hard-if-you-have-a-large-customer-base"><strong>Targeting individuals is hard if you have a large customer base</strong></h3><p>Finding out exactly what your customers want can be hard if you’ve got a large customer base. The trick is to <a href="https://www.customermarketingalliance.com/customer-segmentation-what-is-it-and-how-does-it-help/">segment your customers</a> so that you can understand and target them a bit better.</p><p>B2H is not going to be a one size fits all approach, but it is still going to have a greater positive impact on how your organization is perceived when your audience realizes you understand them and are actively directing their attention to how your solution can solve their problems.</p><h2 id="how-to-optimize-your-b2h-approach"><strong>How to optimize your B2H approach</strong></h2><p>So, we’ve done a lot of talking about the whats and the whys of B2H marketing… but what about the how?</p><p>We’ve put together some key tips to remember or implement within your B2H technique which will help you to truly streamline your approach.</p><h3 id="strengthen-your-customer-marketing-approach"><strong>Strengthen your customer marketing approach</strong></h3><p>As we previously mentioned, <a href="https://www.customermarketingalliance.com/what-is-customer-marketing-the-vital-link-in-the-progress-chain/">customer marketing </a>is going to be absolutely essential in order to do this properly. Strengthening your customer marketing skills is going to help you to get to know your customers properly.</p><p>Rather than imagining who your customers are, customer marketing is going to give you insight into your actual customer segments, which is pivotal in increasing customer satisfaction, retention rates, and overall revenue.</p><h3 id="take-a-look-at-product-led-growth-opportunities"><strong>Take a look at product-led growth opportunities</strong></h3><p>Product-led growth is the strategy through which your customer’s experience with your product is the main cause of growth for your company. So, using this strategy forces you to really dig deep into ensuring your solution and marketing are both entirely customer-centric and based on what your customers actually want and need, versus what your company thinks they want.</p><p>One of our sister communities, <a href="https://www.productledalliance.com/?ref=customermarketingalliance.com"><strong><strong>Product-Led Alliance</strong></strong></a>, has been designed and built specifically around how to master your product-led growth strategy. Here, you’ll gain the absolute best knowledge surrounding this approach, which will help you to optimize your B2H marketing strategy.</p><h3 id="use-personalization-techniques"><strong>Use personalization techniques</strong></h3><p>Using personalization within your marketing strategy is going to help you streamline your B2H approach. This is because you’ll immediately hit that goal of making your audience feel appreciated, gaining a greater understanding of your customer base, and helping to build a connection with them.</p><p>Check out our article on how to use personalization tactics in your marketing strategy, which takes a deep dive into this method, including a checklist that will help you to optimize your approach.</p><h3 id="be-authentic"><strong>Be authentic</strong></h3><p>Part of the way you need to connect and build a relationship with your customers is by approaching them with empathy and showing that your business cares about creating this solution to their problems.</p><p>In order to develop this connection, you need to create an authentic, comfortable environment that builds trust and this desire for them to keep returning to your service.</p><h2 id="want-to-learn-more"><strong>Want to learn more?</strong></h2><p>Customer marketing is and always will be a customer-centric role. A core part of your job is to value the voice of the customer and advocate for their wants, needs, and pain points. It’s your responsibility to make them feel heard. Therefore, customer marketing is an integral part of what you need to do to ensure that you’re staying true to this.</p><p>The <a href="https://certified.customermarketingalliance.com/p/customer-marketing-certified-core?_gl=1*l9kpj1*_ga*NDg1OTAzMTk5LjE2NjA3Mjg5MDI.*_ga_ENBEF4TD6M*MTY3MzYyNjU5My40MTYuMS4xNjczNjI3MTEwLjAuMC4w&ref=customermarketingalliance.com">Customer Marketing Certified: Masters</a> course has been designed to give you invaluable, practical insights into streamlining your customer marketing approach so that you can ensure that:</p><ul><li>Your customers are happy,</li><li>Your products are the best they truly can be,</li><li>Your brand reputation is consistently positive, and</li><li>That you bring in increased revenue for your organization.</li></ul><p>So what are you waiting for?</p><div class="kg-card kg-button-card kg-align-center"><a href="https://certified.customermarketingalliance.com/p/customer-marketing-certified-core?_gl=1*l9kpj1*_ga*NDg1OTAzMTk5LjE2NjA3Mjg5MDI.*_ga_ENBEF4TD6M*MTY3MzYyNjU5My40MTYuMS4xNjczNjI3MTEwLjAuMC4w&ref=customermarketingalliance.com" class="kg-btn kg-btn-accent">Sign up now</a></div> </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome sales enablement resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/signup/">Subscribe now</a> <a class="button large primary" href="/membership/">Learn more</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/charley/"> <img class="author-profile-image" src="/content/images/size/w300/2022/12/Charley-gale.jpeg" alt="Charley Gale" /> <section class="author-card-content"> <h4 class="author-card-name">Charley Gale</h4> <p>Charley is a Junior Copywriter at Product Marketing Alliance. She has a passion for creating new content for the community. </p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/customer-marketing/">Customer marketing</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/the-persona-first-problem/"> <img class="post-card-image" src="/content/images/size/w800/2024/11/The-persona-first-problem.png" alt="The persona first problem" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/the-persona-first-problem/"> <header class="post-card-header"> <h2 class="post-card-title">The persona first problem</h2> </header> <section class="post-card-excerpt"> <p>Personas are a core part of marketing strategies. 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