The Human Touch: Why B2B Marketing Isn't Just About Algorithms and Emails
- Ana M.
- Nov 20, 2024
- 3 min read
Updated: Jan 15
In a world where AI can generate content faster than you can say "chat GPT," you
might think marketing has become a cold, robotic affair. But hold onto your spreadsheets, because the real secret sauce of B2B marketing is something no algorithm can replicate: genuine human connection.
The AI Paradox: More Technology, More Human Touch
Picture this: You're scrolling through your inbox, and suddenly, you're hit with a wall of AI-generated emails so generic they could put an insomniac to sleep. Sound familiar? That's the current battlefield of B2B marketing – where technology meets humanity in a sometimes awkward dance. Brandon, a demand generation expert, puts it perfectly:
"AI is amazing, but you have to tweak it. You can't just plug and play, hit go"
It's like having a sous chef who can chop vegetables, but still needs a human to add the secret spices that turn a meal from good to extraordinary.
Augmented Intelligence: Not Replacement, But Enhancement
The key isn't to fear AI but to use it as a powerful assistant. Think of it like having a brilliant intern who can draft initial content, brainstorm subject lines, and provide research – but still needs your unique perspective to truly shine. It's augmented intelligence, Brandon explains.
"You need the human dynamic part of it"
The Great Divide: Lead Generation vs. Demand Generation
Brandon helps us clear up a common confusion. Lead generation is like fishing – you're casting a net to catch potential prospects.
Demand generation? That's the art of knowing exactly what to do with those fish once you've caught them.
Gone are the days of spray-and-pray marketing tactics. The modern approach is laser-focused and incredibly personalized.
Brandon's strategy?
"Give me 10 accounts that I know inside and out, I can tailor my messaging to what they're experiencing"
The Signals Matter
Content downloads
Web traffic
Intent data
Industry news
Your gut instinct
The Irreplaceable Human Element
Despite all our technological advances, some things remain constant:
People want to speak to people
Relationships drive business
Understanding a prospect's challenges is an art form
A Sales Story that Speaks Volumes
Brandon shared a gem of a story about an upsell that happened simply because he was paying attention to signals. A prospect downloaded content about a product they'd barely discussed, and a quick follow-up turned into a closed deal.
The moral? Stay alert, be curious, and never underestimate the power of timing and human intuition.
Events: The Networking Lifeline
In an increasingly digital world, face-to-face interactions are becoming more valuable than ever. Brandon's company is betting big on events like Commerce Next and Shop Talk – not just as lead generation opportunities, but as genuine connection points.
Budget Allocation: Where Smart Companies Are Investing
For B2B marketing in 2025, the smart money is on:
Targeted event marketing
Personalized engagement strategies
Tools that enhance human connection
Training teams to use AI as a collaborative tool
The Golden Nugget of Advice
Brandon's parting wisdom? "Don't give up."
In a world of constant change, persistence and adaptability are your greatest assets.
Final Thoughts
B2B marketing isn't about being the loudest voice in the room. It's about being the most meaningful one. Embrace technology, but never lose sight of the human at the other end of that email, that call, that meeting.
Hard work works. Talent is great, but it means nothing without dedication.
About the Expert:
Brandon works with Exhance, a leader in post-transaction and loyalty programs. With a background in demand generation and a philosophy centered on human connection, he's a testament to the power of strategic, empathetic marketing.
