HUMAN-TO-HUMAN (H2H): Revolutionising Business Strategy Beyond B2B and B2C

In business strategy, we often categorise companies into two broad spheres: Business-to-Business (B2B) and Business-to-Consumer (B2C). These models, while having served us well for decades, can sometimes fall short in today's rapidly evolving, digitally connected, and highly competitive business environment. They can foster a sense of impersonality, focusing on transactions rather than meaningful engagements. This impersonal approach may not resonate with modern consumers and businesses that now increasingly value authenticity, personalisation, and genuine human connection. Today, as we steer through technological evolution and emotional engagement, a new paradigm emerges - Human-to-Human (H2H).

According to Bryan Kramer, author of Human to Human #H2H, "Businesses do not have emotion. People do. And people want to connect with other people, not with businesses."

What's H2H All About?

H2H represents the radical yet straightforward idea that irrespective of the nature of your transaction, business is conducted with and amongst people. Regardless of our channels, devices, or platforms, business relationships boil down to human interaction and connection. According to Emma Bannister, a renowned business strategist, "Regardless of the context, we are all humans trying to do business with other humans."

Relevance and Benefits of H2H

This concept isn't a new-age philosophy. Instead, it's rooted in behavioural economics– an understanding of human desires, motivations, and actions. The essence of the H2H approach lies in the idea of empathy – such as understanding and addressing the needs of individuals, whether they represent another business or the end consumer.

H2H creates a greater emotional connection, fostering loyalty and promoting long-term relationships. In addition, it enables businesses to stand out in a crowded market, ensuring their message is understood and appreciated. A recent CEB (Corporate Executive Board) study found that B2B buyers are significantly more emotionally connected to their vendors and service providers than consumers.

The Power of Authenticity

Case Study: Dove's Real Beauty

Dove is a shining example of H2H in action. Their Real Beauty campaign shifted the focus from selling soap or beauty products to promoting the concept of natural beauty and self-esteem. They built a narrative around individual stories, resonating with people's emotions and experiences. This campaign significantly boosted Dove's brand loyalty and standing in the market.

Case Study: Adobe

Adobe, a primary software provider, is another example of a B2B brand successfully leveraging the Human-to-Human (H2H) approach for outstanding results. Their shift from solely a creative suite provider to a comprehensive solutions provider required a fresh marketing outlook, which they found in the H2H strategy.

Their pivotal "Adobe &" campaign humanised their software solutions, spotlighting stories of real businesses using Adobe products for success. Accompanied by engaging webinars, blog posts, and social content featuring their employees and users, Adobe emphasised the humans behind the businesses.

This H2H adoption transformed Adobe's engagement rates on social media and blogs and boosted conversions. By the end of 2020, Adobe's B2B solutions represented approximately 32% of its total revenue. Adobe's success underlines the significant potential of the H2H strategy, underscoring the importance of seeing and addressing the humans at the heart of businesses.

Case Study: Slack

Slack, a B2B company, demonstrates H2H marketing by enhancing individuals' working lives, making them more straightforward, pleasant, and productive. In addition, they acknowledge that behind every business are human users with unique needs and requirements. This approach has led to Slack becoming a go-to platform for companies worldwide.

The Path Towards H2H: Frameworks and Strategies

The journey from B2B/B2C to H2H isn't about discarding old models but incorporating a new layer of thinking.

The Business Model Canvas, a strategic management template, can be extended to incorporate H2H by considering not just 'Customer Segments' but individual human needs within those segments.

For Customer Journey Mapping, the focus should be on understanding human emotions, motivations, and frustrations at each touchpoint, not just the actions and decisions.

Case Study: Netflix

Netflix is an excellent example of using data for personalised, targeted communication to create an H2H connection. By leveraging AI and machine learning, Netflix offers personalised content recommendations. This H2H approach has played a significant role in making Netflix a global leader in the streaming industry.

The Future is Human: Embracing the H2H Paradigm

The H2H paradigm offers a fresh perspective that can give businesses an edge. It reminds us that we deal with people on the other side regardless of the transaction. This approach promotes empathy, authenticity, and human connection.

Whether you identify as a B2B or B2C business, remember, we're all in the H2H business. And as we navigate the ever-evolving business landscape, companies that speak human, act human, and market human will be the ones that stand out. So let's start rethinking our strategies with a human-centric lens.

Key takeaways from our exploration of H2H include:

1. Embrace Empathy: Understand and address the emotional needs of individuals, whether they represent another business or the end consumer.
2. Authenticity Matters: Businesses that succeed in the H2H model are genuine, transparent, and true to their values.
3. Humanise Your Strategy: Utilise strategic models like Business Model Canvas and Customer Journey Mapping, focusing on human needs and emotions.
4. Leverage Technology: Use data, AI, and machine learning to create personalised experiences, ensuring your H2H connection remains scalable.
5. Human Connection Drives Loyalty: Businesses that foster emotional connection and nurture relationships are more likely to see customer loyalty and long-term success.

As we embrace the H2H approach, we pave the way for a business landscape that is more empathetic, authentic, effective, and efficient. B2B and B2C are not obsolete, but they can be made more potent through the lens of H2H. People want to do business with people, not faceless corporations.

With shining examples like Dove, Slack, and Netflix leading the way, the future of H2H looks promising. We can create a better business world for everyone by fostering human connection.

“Business has to give people enriching, rewarding lives or it's simply not worth doing.” - Richard Branson

If you're a trailblazing marketer eager to breathe life into your strategy with a human-centric approach, PROCREALLIGENCE stands ready to partner with you. As a leading brand and marketing communication firm, we are at the forefront of the Human-to-Human (H2H) revolution. We go beyond the transactional, fostering genuine, resonant connections. So together, let's reimagine business; let's infuse it with humanity.

Unleash the transformative power of H2H with PROCREALLIGENCE.