This is at least the 3rd time in the last week I have heard someone say that it is no longer B2B marketing but B2Human and I couldn't agree more. In tech communications we have always worked to tell the complicated story of our clients in a way that "your grandmother" will understand. But it is more than that. It is tying what they do to the emotional element that people need to understand to make it resonate.
to think about replacing the B in B2B marketing with H for human.