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It used to be that marketing was segmented into two categories; business-to-business (B2B) or business-to-consumer (B2C) in an effort to target the groups of people, who ultimately would consume a brand’s message.What it really did, however, was create an unnatural language for marketers to tell the stories of products to their buyers and partners. 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. As humans, it’s in our nature to say the wrong thing, get embarrassed, and not realize the consequences of our actions. 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 business-to-human (B2H). What are some vital qualities for humanized brands? They’re personal Integrating super personalized marketing into your strategy is a way for your business to say, “I’m listening. I know what you want, I know what you need, and I know what you enjoy.” They’re empathetic There’s no better feeling than seeing a commercial or post in any of your social feeds that just makes you say, “[So-and-so Company] really gets me.” They’re inspirational Humans want to feel inspired to be themselves, to make their lives better, to strive for success. They make mistakes Humans make mistakes, so don’t be afraid if your business does. They have a story Perhaps one of the most prominent buzzwords of recent years, storytelling is still a fundamental piece of the human experience puzzle. They live their story The best way to ensure that your good story remains true is to introduce a company culture that reflects it. Humanizing your brand starts from the inside and works its way out. Live your story, and you’ll radiate it. Stay human, businesses. Find the commonality in our humanity, and speak the language we’ve all been waiting for.  

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This article was first published on 29th November 2017


Ebuka Ezeji is an analytical digital strategist who has implemented end-to-end digital strategy solutions for several international and Nigerian brands. Ebuka was recognized by the CEO of Google Sundar Pichai at the just concluded Google For Nigeria event for his contribution to the Google Digital Skills for Africa project.

Comments (2)

2 thoughts on “B2B and B2C are dead. Welcome, our new born B2H”

  • Very valid thoughts Ebuka.

    Though we like to think of it as H2H – Human to Human. All the interactions boil down to humans on both ends.

    Businesses that realise this would have better quality relationships with their customers and that would be their competitive advantage.

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