The inspiration behind B2B More Human
In nearly 30 years of partnering with B2B brands across a diverse range of industries, we’ve had the privilege of witnessing firsthand the incredible impact that these businesses have on the economy, innovation, and society at large. From manufacturers of specialised machinery to cutting-edge tech companies, B2B brands are the unsung heroes driving much of the economic engine. Yet, despite their critical importance, too many B2B brands struggle to realise their full potential. This reality was the spark that ignited B2B More Human – a playbook designed to help ambitious B2B marketers unlock sustained success by embracing a distinctly human approach to brand building.
B2B: it’s in our blood
Over the past three decades, we’ve worked with countless B2B companies, from SMEs to global enterprises. During this period, our love of B2B marketing has grown, arguably to the point of obsession. And for a host of reasons. B2B is uniquely challenging, often more complex than B2C, and contrary to what many may think, never dull. The sector encompasses a mind-bogglingly diverse array of businesses, many operating in spaces or with products few people even know exist. Each has its own set of challenges and opportunities, but what ties them all together is their vital role in the global economy. Despite its critical importance, B2B is often overlooked, often touted as the less sexy cousin of B2C. We don’t see it that way, and never have. B2B fires us up because it’s varied, innovative, and constantly evolving. It’s filled with remarkable companies doing extraordinary things, often behind the scenes, with little fanfare. We’re inspired by this, and the individuals behind these companies, and we’re dead set on not just helping B2B brands survive, but truly thrive.
The unsung backbone of the economy
Here’s a stat: around 44% of the UK’s business turnover comes from B2B activity. That’s a staggering £1.7 trillion*. Yet, B2B’s contribution is rarely acknowledged, let alone celebrated. This yawning gap between the importance of B2B and the recognition it receives is an injustice and a motivating force behind B2B More Human. We believe that B2B brands deserve more – not just more recognition, but more effective tools and strategies to achieve the success they deserve.
Insight from experience
Our time in the B2B game has provided us with a level of insight that’s hard to match. And among all that we’ve learned, it’s clear that only a handful of B2B brands are fully realising their potential. They may have best-in-class products or services, but they struggle to stand out and be remembered in a crowded market. The tough reality is that in B2B, only about 5% of potential customers are actively in the market for what a brand offers at any given time. This means that staying top of mind over the long term is critical to success. However, many B2B brands focus too much on the short term, missing out on the opportunity to build a meaningful, memorable brand that resonates with customers, and assure future demand. With B2B More Human we’ve distilled nearly 30 years of insights into a practical, accessible framework that helps B2B brands focus on what truly matters: building meaningful, human connections that endure over time. By putting people at the centre of their strategies – whether they are customers, employees, or partners – B2B brands can create lasting, impactful relationships that drive long-term success.
A gift to the sector
Ultimately, B2B More Human is our gift to the B2B sector – a way of giving back to the industry that has given us so much. We want to help as many B2B brands as we can, whether they work with us directly or not. By sharing what we’ve learned, we hope to inspire others to embrace a more human approach to B2B marketing, one that’s grounded in empathy, understanding, and a long-term vision for success. In a world where businesses often focus on quick wins and short-term gains, B2B More Human is a rallying cry for a different way forward – a more thoughtful, deliberate approach to B2B brand building that can unlock the full potential of these incredible businesses. It’s time for B2B brands to claim their rightful place in the spotlight and to be recognised for the vital role they play in the economy and society as a whole. With B2B More Human, our mission is to make that happen.