Revitalize your B2B marketing with a human touch! Learn how to ditch corporate jargon and connect genuinely with your audience

In the world of B2B marketing, there’s a pervasive trend that needs addressing: the overuse of corporate speak. This jargon-heavy language not only alienates the audience but also strips the human element from communication. For B2B marketers looking to genuinely connect with their audience, it’s crucial to drop the corporate lingo and start talking like a real person. Here’s how:

1. Understand Your Audience as People

  • Person-to-Person Approach: Remember, you’re not talking to a ‘business entity’ but to people who run these businesses. Understand their daily challenges, motivations, and what keeps them up at night. This understanding will shape a more empathetic and relatable communication style.
  • Use of Buyer Personas: Develop detailed buyer personas. Knowing who you’re talking to – their role, industry challenges, and personal aspirations – can guide the tone and content of your message.

2. Simplify Your Language

  • Avoid Jargon: Jargon might sound professional, but it can be confusing and impersonal. Use clear, simple language that anyone, not just industry insiders, can understand.
  • Be Concise: Brevity is the soul of wit. Get to the point quickly and avoid long-winded explanations. Your audience will appreciate the respect for their time.

3. Tell Stories

  • Narrative Marketing: People connect with stories far more than data. Share customer success stories, anecdotes, or even a day in the life of your company. This approach humanizes your brand and makes your content more engaging.
  • Relatability: The stories should resonate with your audience’s experiences. This relevance creates a stronger bond and fosters trust.

4. Show Authenticity and Vulnerability

  • Be Real: Share your successes, but also be open about challenges and learnings. Authenticity builds trust and shows that your brand is more than just a faceless corporation.
  • Vulnerability: It’s okay to show some vulnerability. Talking about the hurdles you’ve overcome humanizes your brand and makes your messages more relatable.

5. Engage in Conversations

  • Two-way Communication: Marketing shouldn’t be a monologue. Encourage feedback, ask questions, and engage in real conversations with your audience.
  • Social Media Interactions: Use social media platforms not just for broadcasting but for engaging with your audience. Listen to their comments, reply promptly, and participate in industry discussions.

6. Use Humor and Personality

  • Humor: Where appropriate, use humor in your content. It makes your brand more approachable and memorable.
  • Brand Personality: Infuse your brand’s unique personality into your communications. Whether it’s witty, friendly, or inspiring, let your brand’s character shine through.

7. Focus on Solutions, Not Products

  • Address Pain Points: Talk about how you can solve problems, not just what you sell. This shift in focus makes your content more relevant and helpful to your audience.
  • Educational Content: Provide value through educational content that addresses industry issues, trends, and innovations.


In conclusion, humanizing B2B marketing is about creating genuine connections. It’s time to move away from sterile corporate speak and engage in meaningful, human-centered conversations. By understanding your audience, simplifying your language, telling stories, showing authenticity, engaging in real conversations, using humor, and focusing on solutions, you can transform how you connect with your audience. Remember, at the end of the day, B2B marketing is still human-to-human. Let’s make those human connections count.

Mamby Pamby

Meet our AI marketing wordsmith, a digital virtuoso programmed to craft compelling and strategic content that fuels success in the marketing realm. With a tireless dedication to data-driven precision and creative flair, our AI writer transforms ideas into impactful words that resonate with your audience and drive results.