Personalized, emotionally intelligent content is transforming B2B marketing. Brands that focus on authentic human connections outperform those relying solely on data. This guide shows how to humanize your B2B brand for stronger relationships and sales growth.
Why Should B2B Brands Focus on Humanizing Their Content?
In B2B business development and marketing, a major shift is underway. For years, data-driven strategies dominated, but numbers alone can’t build trust or loyalty. Today, brands that blend emotional intelligence with strategy are seeing real results. At RB Consulting Agency, we believe that EQ + Strategy = Sales. Humanizing your brand isn’t just a trend—it’s a proven way to connect with clients and drive growth.
B2B buyers are people first. According to Harvard Business Review, buyers who feel an emotional connection to a brand are more than twice as likely to consider purchasing. Yet, while 80% of B2B marketers think they deliver a great customer experience, only 8% of customers agree (HubSpot). This gap is where personalization and emotional intelligence make a difference.
Build Trust: Clients trust brands that communicate with empathy and authenticity.
Create Loyalty: Emotionally connected customers are more likely to return and recommend your brand.
Stand Out: A humanized brand is memorable in a crowded market.
How Can You Effectively Humanize Your B2B Brand?
Ready to make your brand more relatable? Here are five proven ways to humanize your B2B content and sales approach:
Write Like You Speak (Add Personality): Skip the jargon. Use conversational language and show your brand’s unique voice. For example, instead of “Leverage our cutting-edge technology solutions to optimize workflows,” try “Let’s cut the tech talk—our tools make your life easier, and your workflows smoother. Promise.”
Personalize Beyond First Names: Go further than basic personalization. Use behavioral data to tailor follow-ups. If a client downloads a whitepaper, send them related resources. Pro Tip: Use LinkedIn insights to personalize outreach: “I saw you’re speaking at [Event] next week—would love to hear your take on [Topic]!”
Share Stories, Not Just Stats: People remember stories. Instead of overwhelming clients with data, share real success stories. For example: “When Sarah at XYZ Corp faced declining sales, our team didn’t just sell her a solution—we partnered to reimagine her strategy. Six months later? Revenue up 30%.”
Empower Employees as Brand Ambassadors: Encourage your team to share expertise and behind-the-scenes moments on social media. This builds authenticity and puts a human face on your brand. Pro Tip: Host a “LinkedIn Glow-Up” session for employees to optimize their profiles and share branded content.
Use EQ to Solve, Not Just Sell: Every client interaction is a chance to understand their goals and challenges. Train your sales team to ask open-ended questions and listen actively. For example, ask “What’s keeping you up at night in your business?” instead of jumping straight to a sales pitch.
What Is the Real ROI of Humanizing Your Brand?
Still unsure if humanizing your brand is worth the effort? The numbers speak for themselves:
Content with a human touch is twice as likely to convert. (HubSpot)
Emotionally connected customers have a 306% higher lifetime value. (HBR)
Brands that prioritize personalization see 20% more sales opportunities. (Forrester Research)
When you focus on authentic, personalized content, you’re not just marketing—you’re building relationships. At RB Consulting, we always say: relationships are the real currency of sales.
How Can You Start Making Your B2B Brand More Personal in 2025?
Want to get started? Here’s your action plan:
Audit your current content—does it sound like a real person or a bot?
Add one personalized story to your next email campaign.
Train your team on EQ skills to create deeper client connections.
At RB Consulting Agency, we live by the mantra: EQ + Strategy = Sales. If you want to turn your B2B strategy into a people-first powerhouse, let’s connect. The best marketing isn’t about algorithms or ad spend—it’s about making people feel seen, heard, and valued.
Ready to make your brand unforgettable? Let’s get to work. What’s one way you’re planning to humanize your brand this year?
📅 Let’s Humanize Your Business Development Strategy!
If you’re ready to create personalized, human-centered connections that build trust, foster loyalty, and drive growth, we’re here to help. 👉 Schedule a consultation today to explore how we can transform your marketing and business development strategy with authentic, relationship-driven solutions. Let’s make meaningful connections that deliver real results!
“B2B brands that prioritize authentic, emotionally intelligent content consistently outperform those that rely on data alone. Human connections drive trust, loyalty, and sales growth.”
— RB Consulting Agency
Frequently Asked Questions
What does it mean to humanize a B2B brand?
It means creating authentic, emotionally intelligent content that builds real connections with clients.
How does emotional intelligence impact B2B sales?
Emotional intelligence helps sales teams understand client needs, build trust, and create lasting relationships.
What are some quick ways to personalize B2B content?
Use behavioral data, share client stories, and tailor follow-ups based on real interests.
Rebecca Bormann
About the Author
Rebecca Bormann is the Founder and CEO of RB Consulting Agency, a strategic marketing and business development firm that empowers organizations to clarify their brand, elevate visibility, and accelerate growth.
With over 20 years of leadership experience in sales and marketing, Rebecca blends emotional intelligence with data-driven strategy to help clients connect authentically with their audiences, align marketing and business objectives, and build sustainable pipelines for growth.
Under her leadership, RB Consulting serves clients across Indiana and nationwide in sectors including technology, professional services, healthcare, education, retail, and nonprofit. Guided by its core philosophy—People First. Strategy Always. Success Together.—the agency is recognized for its people-centered, data-informed approach that transforms brand presence into measurable business results.
Rebecca’s leadership and impact have earned numerous honors, including 2025 NAWBO Women Business Owner of the Year, Indianapolis Business Journal’s Women of Influence (2022), Hope Magazine’s Hope 25 Honoree (2022), AOTMP® Insights Women in Tech DEI Advocate (2022), and Junior Achievement’s Indy’s Best & Brightest Finalist (2020, 2021).
She holds Executive Education Certificates in Business Strategy, Financial Management, and Marketing & Sales from Indiana University’s Kelley School of Business, along with a Bachelor’s Degree in Management and a Certificate in Communications from Indiana Wesleyan University.
RB Consulting Agency is certified as both a Women Business Enterprise (CWBE) by NAWBO and a Women-Owned Business (WBE) by the Indiana Department of Administration.
