Once upon a time, B2B marketing was a world of logos, buzzwords, and technical whitepapers. Success was measured in leads and conversions, not connections. But the landscape has shifted. In today’s content-saturated market, relatability is becoming a critical differentiator. Brands that resonate emotionally, communicate authentically, and show a human side are the ones that cut through the noise and build lasting loyalty.
Humanising your B2B brand is not just about adding a few emojis or a friendly sign-off. It’s about evolving your tone, storytelling, and content strategy to reflect the needs and values of your audience. Whether you’re selling software or industrial machinery, your buyers are still people. And people respond to personality, not just product specs.
From Corporate to Conversational
There has been a clear shift in how B2B audiences consume and connect with content. Modern buyers are savvier and more selective. They don’t want to be sold to; they want to be understood. They’re looking for brands that reflect their values, speak their language, and show a little vulnerability.
According to recent research, over 80 percent of B2B buyers say they prefer content that feels more like a conversation than a pitch. That means ditching the formal tone in favour of something more natural, more human, and ultimately, more effective.
Who’s Doing it Well?
Some B2B brands are leading the charge in making marketing feel more like a connection and less like a cold transaction.
P&G (Procter & Gamble)P&G continues to lead in purpose-driven storytelling through its Widen The Screen initiative, which supports Black-owned media and challenges harmful stereotypes in advertising. The campaign includes a powerful short film and behind-the-scenes episodes that amplify diverse voices and creative talent. With long-term programs like the Queen Collective, P&G uses its platform to elevate underrepresented stories and creators. It’s a clear example of a brand aligning storytelling with real action and long-term impact.
Volvo
Volvo’s “A Million More” campaign blends safety messaging with personal stories of real people whose lives were saved by the brand’s innovations. It’s a powerful reminder that B2B (and B2C) brands alike can merge product innovation with human impact, especially when showcasing engineering, tech or manufacturing stories.
Airbnb
Airbnb’s “Host Stories” series puts the spotlight on real people, not the brand itself. Each story shows how Airbnb made a tangible difference in a host’s life, whether emotionally or financially. These are not flashy ad campaigns. They are short, shareable articles that make the host the hero. This mirrors the StoryBrand model, where the brand plays the role of guide, helping customers overcome challenges. The success lies in keeping the focus on the person, not the platform, and letting the story speak for itself.
How to Humanise Your Brand Without Losing Authority
Being more relatable doesn’t mean becoming casual to the point of carelessness. The key is balance. You want to communicate in a way that’s friendly but still credible.
Here are a few ways to get started:
- Drop the jargon. Use clear, concise language that your audience actually uses.
- Tell real stories. Showcase your team, your customers, and the people behind the scenes.
- Speak with empathy. Focus on your audience’s problems and how you can solve them.
- Infuse personality. A little humour or cultural reference can go a long way in making your content more memorable.
- Show your process. Letting people see the “how” builds transparency and trust.
If your emails sound like a press release or your social posts read like product manuals, it’s time to rework your tone.
Why It Works
This isn’t just a feel-good trend. Humanising your brand actually improves results. Brands that take this approach often see stronger engagement, more shares, and longer time-on-page. It builds emotional investment, which translates to brand loyalty.
In a world where attention is short and competition is high, people are more likely to remember how your brand made them feel than the features you listed. They want to work with people they like and trust. By showing your brand’s personality, you create the kind of resonance that lasts.
Final Thoughts
In 2025, B2B doesn’t have to mean boring to boring. Humanised marketing is smarter marketing. It’s what turns buyers into believers and products into partnerships.
Now is the time to step away from overly polished personas and step into something more real. Because in a world of AI-generated everything, authenticity stands out.
