[12:16] B2B to B2H (Business to Human) — Emma advocates for a fundamental repositioning of B2B marketing toward “B2H” (Business to Human), emphasizing that messaging must speak directly to individual decision-makers with humble, helpful language instead of corporate jargon and marketing fluff. This approach is essential because enterprise buyers are fatigued by generic messaging and demand transparency about how solutions directly address their pain points and fears in the context of rapid change. To implement B2H messaging, CMOs should develop deep audience segmentation tied to specific job roles, business contexts, and emotional drivers, then customize content that speaks directly to those personas’ unique anxieties and aspirations.
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