It is common to hear about business-to-business (B2B), and business-to-consumer (B2C). But what about business to human (B2H)?

While companies spend a lot of money marketing to customers and staying engaged with them, they often overlook how customers feel about a product or service. The fundamental element of feeling is what influences whether we buy or not, whether we trust or fear, and how much we like or loathe a product or service. The majority of companies market to a generic individual, not to an actual person who feels and thinks the same way.

Definition of B2H Marketing

B2H marketing, or business-to-human marketing, is a strategy that focuses on personalized and human-centric marketing efforts. This approach shifts the focus from traditional B2B (Business to Business) or B2C (Business-to-Consumer) marketing, which often prioritizes the needs of the company over the individual customer.

The Shift Toward B2H Marketing

The shift towards B2H marketing has been driven by the increasing importance of personalization and human connection in the digital age. With the proliferation of digital marketing channels, consumers are bombarded with marketing messages on a daily basis, leading to a saturation of the market and a decrease in the effectiveness of traditional B2B and B2C marketing approaches. B2H marketing addresses this problem by focusing on the individual needs and preferences of the consumer, allowing for more personalized and effective marketing campaigns. This shift towards a more human-centric approach has been facilitated by advances in technology, such as the use of customer relationship management systems and targeted online advertising, which allows businesses to collect and analyze data on individual customers in order to tailor their marketing efforts. As such, B2H marketing has become increasingly important in order for businesses to effectively reach and engage with their target audience.

The Problems with B2B and B2C Marketing

B2B (business-to-business) and B2C (business-to-consumer) marketing both have their own set of challenges.

One of the main problems with B2B marketing is the lack of personalization. Since B2B transactions typically involve a large, complex sale to a business or organization, it can be difficult to effectively tailor marketing messages to individual decision-makers within the company. This can make it challenging to build relationships and establish trust with potential clients.

On the other hand, B2C marketing often faces the issue of oversaturation. With so many companies vying for the attention of consumers, it can be difficult for a business to stand out in a crowded market. Consumers are constantly bombarded with marketing messages, which can make it hard to cut through the noise and effectively reach and engage with the target audience.

The Benefits of B2H Marketing

Customer-centric Approach

Business-to-human (B2H) marketing is a customer-centric approach that focuses on the individual needs and preferences of the consumer. By putting the human element at the center of their marketing efforts, businesses can create more personalized and effective marketing campaigns that speak directly to the needs and desires of their target audience.

Personalized Approach

One of the main benefits of B2H marketing is that it allows for a more personalized approach to marketing. By understanding the unique characteristics, needs, and preferences of their customers, businesses can create campaigns that are tailored specifically to them, which can be more effective in getting the desired response.

Build Loyalty & Trust

Another benefit of B2H marketing is that it helps build trust and loyalty with customers. By demonstrating that the business cares about their needs and is willing to go the extra mile to meet them, customers are more likely to feel valued and connected to the brand, which can lead to increased customer loyalty.

How to Implement B2H Marketing

Collect and analyze data on individual customers

Implementing B2H marketing involves collecting and analyzing data on individual customers in order to better understand their unique needs and preferences. This data can come from a variety of sources, including customer surveys, online behavior, and interactions with customer service. By gathering and analyzing this information, businesses can get a more complete picture of their customers and tailor their marketing efforts accordingly.

Personalize marketing messages and campaigns

Once a business has collected and analyzed customer data, the next step is to personalize marketing messages and campaigns. This can involve segmenting customers into groups based on common characteristics or using individual customer data to create personalized marketing materials. By taking a personalized approach, businesses can create campaigns that are more relevant and effective for their customers.

Foster genuine relationships with customers

Finally, it’s important for businesses to foster genuine relationships with their customers in order to truly succeed with B2H marketing. This can involve providing excellent customer service, responding to customer inquiries and complaints in a timely and helpful manner, and actively engaging with customers on social media or through other channels. By building strong, authentic relationships with customers, businesses can create a sense of trust and loyalty that can lead to long-term success.


B2H marketing is emerging as a powerful approach to customer-centric marketing. By focusing on the individual needs and preferences of the consumer, businesses are able to create more personalized and effective marketing campaigns that speak directly to the needs of their target audience. In addition, B2H marketing helps businesses build trust and loyalty with customers by fostering genuine, authentic relationships. As such, it is likely that B2H marketing will become increasingly important in the future as businesses look for ways to connect with their customers in an increasingly crowded and competitive market.

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