indigo insights

From B2B to H2H: How the Marketing Playbook is Evolving to Be More Human

Discover why traditional B2B marketing is losing engagement and how storytelling, authentic relationships, and human-centered strategies drive revenue in the AI and automation era.

By Mauricio Pineda, Senior Marketing Manager

The traditional B2B marketing playbook with its MQL factories, cold outbound campaigns, and gated content strategies, has officially flatlined. While marketers cling to familiar tactics, buyers are changing how, where, and why they make purchases, leaving many companies scrambling to catch up.

The data tells a stark story: 85% of buyers establish purchase requirements before contacting sales, and 92% buy from vendors on their Day-1 shortlist. If your brand isn't already in their consideration set before they start searching, you've already lost.

So what's replacing the old B2B playbook? human connections, authentic storytelling, and emotional bridges .

Why the Traditional Playbook Failed

Three critical issues have rendered the old B2B marketing approach obsolete:

The MQL Factory Myth: Marketing was never meant to be a lead generation machine pumping out unqualified contacts. This transactional approach treats buyers as numbers rather than humans with real problems to solve.

The Tragedy of the Commons: Buyers are exhausted by endless forms, follow-up emails, and tracking pixels. They've learned to avoid gated content because they know it triggers an avalanche of unwanted outreach.

AI Content Overload: With generative AI creating zero-cost, low-effort content at scale, the market is drowning in generic messaging. Standing out requires human-focused, personalized content and authentic experiences.

The Human-to-Human Revolution

The most successful B2B companies are ditching polished corporate ads for real relatable content that connects on a human level. The shift from B2B to H2H (Human-to-Human) marketing puts real people at the center of every interaction.

Winning brands are embracing:

Their actual team members and company culture

Genuine customer stories and transformations

Behind-the-scenes authenticity that builds trust

Founder-led personal branding on platforms like LinkedIn

Building Emotional Connections Through B2B Storytelling

True revenue marketing isn't about capturing demand; it's about creating it —through compelling narratives that resonate emotionally with buyers.

Why storytelling works in B2B:

Fiction changes beliefs more effectively than logical arguments

Stories create affinity and emotional connections with brands

Narrative helps buyers envision their transformation

Authentic stories differentiate you from AI-generated content

The goal isn't just awareness; it's building preference so strong that you don't need to discount to win deals.

Strategies for the New B2B Playbook

1. Relationship-First Approach

Build authentic connections through:

Strategic partnerships and community involvement

Influencer relationships within your industry

Executive thought leadership and personal branding

High-touch human experiences like exclusive dinners

2. Personalized Content and Campaigns

Stand out with content that speaks directly to your audience:

Original research and data-driven insights

In-depth case studies with measurable outcomes

Hyper-personalized campaigns tailored to specific needs

Storytelling that resonates emotionally with your audience

3. Brand Positioning Excellence

Establish clear differentiation through:

Compelling market positioning that competitors react to

Thought leadership that shapes industry conversations

Consistent brand experiences across all touchpoints

Value propositions that create emotional resonance

The Role of AI Transformation in Marketing

AI is essential for boosting productivity and efficiency in marketing, offering tools for automation, research, and analysis. Marketers can use AI to:

Streamline repetitive tasks for faster execution

Research prospect companies and identify pain points

Draft initial outreach templates for personalization

Generate creative ideas for human-focused content

However, while AI helps with efficiency, it cannot replace the human touch. Authentic storytelling, emotional resonance, and building real connections remain critical to driving meaningful engagement and long-term success.

Your Next Steps

The new B2B marketing playbook requires a mindset shift. Instead of optimizing clicks and conversions, focus on building relationships and brand preference before buyers enter the market.

Start by auditing your current approach: Are you treating prospects as leads or as humans? Is your content authentic or AI-generated? Are you building emotional connections or just capturing demand?

The companies that embrace this human-centered, storytelling-driven approach will dominate their markets. Those clinging to the old playbook will find themselves increasingly irrelevant in a world where authentic relationships drive revenue growth.