6 Ways to Humanize Your Marketing Efforts

Why Humanizing B2B Marketing Matters

Humanizing B2B marketing matters because today's buyers trust authentic human connection over polished sales pitches. B2B buyers now expect personalized outreach, transparent communication, and proof that you understand their specific challenges. Generic messaging and AI-generated content have flooded the market, making it harder for brands to stand out and build trust with buying committees.

The old playbook doesn't work anymore. Print ads and infomercials put products front and center with clever presentations. Now, prospects ignore outreach that could apply to any company in any industry. They skip emails from faceless senders and distrust vendors who lead with features instead of customer pain points.

To stand out, prioritize authentic connection and trust with buying committees - that's how you forge lasting relationships with buyers. Here are the signs your marketing has lost its human touch:

• Generic messaging: Outreach that could apply to any company in any industry

• Jargon overload: Copy stuffed with buzzwords instead of buyer language

• Faceless communication: Emails from "the team" instead of a named person

• Product-first positioning: Features and capabilities before customer pain points

Today, we offer you several tips to humanize your marketing efforts in the digital era. Let's get into it.

1. Use Natural Language

Your B2B marketing materials - blog posts, ads, emails, and landing pages - must read like a real person wrote them, not a machine. Here's how to write copy that sounds human:

• Know your audience: Study how your buyers talk about their pain points and challenges. Use their terminology, not yours, so your messaging resonates with their specific problems.

• Avoid marketing jargon: Industry buzzwords alienate your audience and make your marketing bland. Replace jargon with concise, personable language that distinguishes you from competitors.

• Use humor: A well-placed joke in an email or ad can break through the noise. Keep it appropriate for your brand, but don't be afraid to add lighthearted messaging.

Here are a few humanize business writing examples that show the difference:

2. Evoke Emotions Through Storytelling

Nothing engages an audience like a good story. When prospects see themselves in your narrative, they feel a stronger emotional investment in your brand.

You can tell a story in any format, even a single image. Here are two examples of paid banner ads for a hypothetical sales enablement tool:

• Example 1: The ad shows a smiling salesman on a successful call, surrounded by statistics about the platform's effectiveness.

• Example 2: The ad features a timeline of three images. First, a sales rep sits at a cluttered desk, visibly frustrated. Second, he logs into the sales enablement platform for the first time with a curious, hopeful expression. Third, he's smiling after closing a deal - his desk is organized, and an email from his manager reads "Amazing work!"

The second example is more gripping because it tells a story. It portrays real-life impact, making it relatable on a human level.

Customer success stories are another powerful storytelling vehicle. Case studies work in B2B because they show real transformation, not hypothetical benefits. When prospects see how a peer solved a problem similar to theirs, they connect with the brand narrative.

ZoomInfo's case studies demonstrate this approach by featuring real customers describing their challenges, decision-making process, and measurable outcomes.

3. Be Transparent and Admit to Mistakes

One thing that separates humans from machines is we screw up. Mistakes make us human, so if you want authentic marketing, embrace past failures and the lessons you learned from them.

Here's an example: Your company redesigns its mobile app interface, but customers find it confusing and experience technical issues. After gathering feedback, your developers make quick improvements. In an email announcing the update, you include this message:

"We promise to always listen to our customers. And we hear you - our recent update was a bit of a rocky one. Thanks to your feedback, we've made a number of changes so we can provide the user experience you deserve. Thanks for bearing with us!"

Your company could have rolled out the improved app and pretended nothing went wrong. But by admitting your initial failure, you show customers you're human. They'll trust that when mistakes happen, you won't hide them.

Transparency extends beyond mistakes. Here are other ways to show authenticity:

• Own your AI use: If you use AI to draft marketing materials, be upfront about it. Buyers spot AI-generated copy instantly, so show the human editing and expertise behind your content.

• Share your methodology: Explain how you create campaigns, test messaging, or gather customer feedback. The process humanizes your brand as much as the outcome.

4. Feature Real Employees and Customers

The best way to humanize your marketing is to use real humans as often as possible. Go beyond spotlighting employees on your careers page - highlight the real person behind different campaigns and initiatives. Here are specific ways to put real people front and center:

• Author bios: Include a photo and personal note at the end of blog posts so readers know who wrote the content

• Welcome videos: Send a brief thank-you video from a real team member when prospects submit forms

• Product demos: Put your product developers or subject-matter experts on camera instead of generic voiceover

• Named senders: Send outbound emails from a real person with a signature, title, and direct contact information instead of "info@" or "team@" addresses

The more you showcase human beings, the more authentic your marketing becomes. When customers think of your brand, they should think of real people, not a logo or clever gimmick.

Named senders are particularly important for sales outreach. When a prospect receives an email from "Sarah Chen, Account Executive at ZoomInfo" instead of "The ZoomInfo Team," they're far more likely to respond because they're engaging with a real person.

5. Give Your Audience a Voice

Successful marketers don't just cater to their audience - they involve their audience. Facilitate human connection by letting customers and prospects take an active role in your marketing strategy.

User-generated content and customer testimonials function as social proof in B2B. When prospects see real customers vouching for your product, they trust those endorsements far more than any claim you could make yourself.

Here are a few ways you can give your audience a voice and increase customer engagement:

• Provide options: Let customers choose what marketing materials they receive, how, and when through preference centers or ad customization. Giving them control builds trust and engagement.

• Crowdsource campaigns: Deciding on a new tagline or campaign design? Let customers vote on specific elements through social media or email. You'll give them a sense of ownership and they'll connect to your marketing on a more personal level.

• Leverage user-generated content: User-generated content (UGC) appears more authentic and trustworthy than traditional marketing. It shows your audience you're actively listening and value their participation.

6. Go Behind the Scenes

You launch campaigns once they've been carefully planned and finalized. You unveil products after they've been tweaked and tested. But if you want authenticity, peel back the curtain from time to time.

When you launch a major campaign or release a new product, let customers in on your decision-making process. Show them how you came up with an idea, what steps you took to get it off the ground, or what roadblocks you had to overcome.

Behind-the-scenes content humanizes your brand by showing your company culture and how real people make decisions.

Here's an example: You're launching a new version of your most popular product. On the landing page, you include a video featuring a closed-door meeting between members of your executive team. They discuss the product vision, which features to include, and customer feedback from the previous version.

By making this conversation public, you give customers a candid look into how your business operates. They won't just see the polished end result - they'll see real people brainstorming ideas and solving problems.

Final Thoughts on Humanizing Your Marketing

"People don't buy from companies, people buy from people." This phrase has never been truer. Modern buyers want to know and trust the companies they're buying from.

In an era where AI can generate thousands of emails in seconds and automation can run entire campaigns without human intervention, the competitive advantage goes to companies that prioritize human connection. The brands that win show real people, admit real mistakes, tell real stories, and build partnerships based on trust.

Frequently Asked Questions

What does it mean to humanize your marketing?

Humanizing your marketing means prioritizing authentic human connection over polished sales pitches by using real people, transparent communication, and personalized messaging that addresses specific buyer challenges.

Why is humanizing marketing important in B2B?

B2B buyers now expect personalized outreach and proof that vendors understand their challenges. Generic, AI-generated content floods the market, making authentic human connection the key differentiator for building trust with buying committees.

How can I make my marketing sound more human?

Use your audience's terminology instead of marketing jargon, feature real employees and customers in your content, admit mistakes transparently, and send emails from named individuals rather than generic team addresses.

What role does storytelling play in humanizing marketing?

Storytelling helps prospects see themselves in your narrative and feel emotional investment in your brand. Customer case studies showing real transformation work better than hypothetical benefits.

Want to see how ZoomInfo helps revenue teams connect with buyers in more authentic, targeted ways? Talk to our team to learn how our marketing solutions help you identify the right accounts, reach real decision-makers, and drive revenue.