Putting The Human Back In Business Strategy

Lis Anderson is founder and director at PR consultancy AMBITIOUS, an experienced agency MD with 25 years in the communications industry.

A shift is happening in B2B.

As we navigate the complexity of modern business, it’s becoming clear that a human decision maker is at the heart of every business transaction. This is driving a new approach: We’re going from business-to-business (B2B) to business-to-human (B2H) strategies.

To understand this shift, we need to understand the demographic shift that’s underpinning it.

Understanding The Next Generation Of Decision Makers

As Gen Z populates the workforce—they’re expected to comprise more than 25% this year—businesses need to adapt to their expectations. This generation demands personalization and goes to companies that use technology with empathy and tell innovative stories.

Being digital natives is what sets these emerging decision makers apart. They’ve grown up in a connected world and bring a fresh perspective to B2B relationships. They expect seamless experiences, but above all, they value human connection.

It’s this priority over the human connection that has led to younger generations having more complex relationships with businesses and brands, and in this sense, Gen Z and the generations thereafter represent a tipping point.

In an increasingly social-first world where these younger, digitally native audiences expect more from the brands and businesses they engage with online, the onus of change is squarely on businesses. This presents both challenges and opportunities for B2B businesses looking to evolve.

The Power Of The Personal Touch

Imagine this: A business traveler checks into a hotel and finds a personalized welcome note that not only greets them but also acknowledges their conference attendance and dietary requirements. This kind of micro-moment can help build trust between a business and a consumer. Once a rarity in B2B interactions, now it’s the new standard for customer experience.

Building Trust Through Micro-Moments

Success in B2H relationships is about consistent, meaningful interactions throughout the customer journey. Micro-moments—from personalized email communications to tailored content recommendations—add up to a cumulative effect that helps build trust and loyalty. Businesses that get these touchpoints right create lasting impacts that go way beyond individual transactions.

Creating Lasting Impact

B2B brands and practitioners are changing their marketing approach, and if they aren’t, they certainly need to. Instead of just focusing on product features, statistics and one-directional relationships, they’re now telling stories that have real impact. This storytelling approach informs, inspires and drives engagement and deeper connections with potential and existing customers.

Adapting to this kind of methodology serves a dual benefit. First, it allows the business to deliver content and messages to new audiences. But it also allows the business to do so while respecting the emotional intelligence of its audience.

The Role Of Emotions In B2H

While traditional B2B was all about logic and ROI, successful B2H strategies recognize the role of emotions in business decisions. A 2023 global survey found that 60% of Gen Z respondents agreed that they bought from brands that reflected their personal values. But this isn’t just a Gen Z trait. Sixty-one percent of Gen Xers and 64% of millennials answered the same.

This emotional connection is even more powerful when combined with rational benefits and creates a compelling ROI case for decision makers.

ROI In The B2H Era

In the B2H framework, return on investment goes beyond traditional financial metrics. As newer audiences’ priorities lie elsewhere, businesses need to adapt and develop what the bottom line and ROI truly mean.

When broadening the scope of ROI, looking beyond just the bottom line is everything. This means looking at metrics like retention, engagement and positive brand trust signals. These metrics aren’t as intangible as you might think.

The Role Of AI In The Space

How businesses leverage AI will have an impact. But currently, the relationship between the two is somewhat complicated.

While some research found that many Gen Zers are embracing AI, other data shows them being more cautious and fearful, citing fears around job prospects. Even though AI is moving fast, we’re still in the early days of using it in the workplace, and conflicting data like this makes it difficult to gauge which way the wind is really blowing.

We’re also seeing a lot of media scrutiny of the efficacy of AI tools. Honesty and transparency are the keys to the hearts and minds of Gen Z. But if we’re being candid, the big players in the AI space haven’t really been either honest or transparent about how their tools are being built. So it’s up to the businesses to implement them in a way that best fits their ethos.

Using Data For Human Connection

How can you measure an emotional connection to a business? It’s easier than you might think.

First, you want to avoid getting caught in the trap of vanity metrics like reach. Instead, focus on engagement metrics. Conduct regular sentiment analysis to see what your audiences are saying about you out in the world.

Adopting B2H In Your Business As Usual

As technology advances, the opportunities for human connection in business will grow, and AI-driven insights are enabling more complex personalization. But the core remains the same: Human connection drives business success.

Becoming a B2H-centric business requires more than just surface-level changes. You need to embed this philosophy into your culture, training programs and performance metrics. This might mean:

• Emotional intelligence training for customer-facing teams

• Developing and implementing robust feedback mechanisms that capture both quantitative and qualitative relationship data

• Placing equal focus on qualitative and quantitative data

• Redesigning communication strategies to focus on personal impact and value

• Redesigning reporting procedures to allow for the detailed reporting of outcomes and tangible impacts

While it’s important to put these practices in place, as we move forward, it’s also increasingly important to remember that behind every corporate decision is a human being with personal preferences, challenges and aspirations.

With a B2H focus, businesses can build stronger and more meaningful relationships that drive business success in a more personalized world.

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