We all know the marketing terms B2B and B2C. But here’s a term you probably don’t know and need to focus on: H2H – Human to Human. This mindset recognizes one primal truth: people want to connect with other humans, not faceless entities or sales pitches. It’s in our nature to seek relationships, trust, and familiarity. And in business, this isn’t just a nice-to-have—it’s everything.
Why H2H Matters
Think of the last time you did business with someone. Maybe you closed a deal over coffee, shared a story that resonated, or worked through a challenge side by side. The foundation of that interaction wasn’t purely transactional. It was relational. People trust people, not brands. We want to see a face we can identify with, hear an authentic voice, and know there’s a real person behind the marketing.
This is why the traditional divide of B2B and B2C marketing needs an evolution. It’s not about business talking to business or brands addressing consumers; it’s about humans engaging with other humans. Trust is built not by logos but by shared experiences and relatable stories.
Humanizing Your Brand
To thrive in an H2H world, brands need to humanize their approach. And one of the most powerful ways to do this is through employee activation. When employees speak authentically about the company—its mission, its products, its challenges—they become relatable advocates. It’s not a rehearsed, polished pitch; it’s genuine.
Statistics consistently show that people trust individual voices over corporate ones. When employees post on LinkedIn or other platforms about their experiences, share insights, or comment on industry news, they put a relatable face to the brand. This is more impactful than any ad campaign or celebrity endorsement.
- Content shared by employees receive 8X more engagement than content shared by brand channels
- When brand messages are shared by employees on social media, they get 561% more reach than the same message shared by the brand’s social media channels
- Leads generated by employees’ social media activities convert 7X more frequently than other leads
Real H2H in Action
Picture a company where employees are encouraged to talk about what they’re working on, the wins they’ve achieved, or even the hurdles they’ve overcome. This isn’t just noise; it’s human connection. It’s breaking bread together, even if virtually. It’s building trust by showing the people behind the curtain and letting them tell the story.
Making H2H Work for You
So, how do you transition from corporate-speak to H2H? Start by empowering employees. Encourage them to post on social media, share their experiences, and engage authentically. Give them the tools they need to stay aligned with your brand’s values without losing their voice. Remember, a relatable, non-celebrity face talking about your brand will resonate far more than perfectly polished messaging.
In a world that’s becoming more automated by the day, the brands that succeed will be the ones that stay human. Because at the end of the day, business isn’t just business. It’s Human to Human.
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#B2B #B2C #H2H #HumanToHuman #Marketing
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