The power of human-led comms in B2B marketing

In B2B marketing, it’s easy to default to facts and services.

But decisions are made by people, not job titles. Even the most technical buyers want to feel confident in who they’re working with, not just what they’re buying. That’s where human-led communications make the difference.

At its core, human-led comms means showing up with personality, clarity and consistency. It’s about letting people get to know the team behind the business, building trust over time and turning expertise into something that feels approachable.

Here’s how to humanise your B2B marketing and why it works.

1. People build trust faster than brands

Trust is a major driver in B2B decision-making. And while case studies and credentials are important, what often tips the scale is a sense of who’s behind the service.

That’s why familiarising your audience with your team is so effective—especially on social media. Photos of your people on-site, snippets of conversation, and everyday behind-the-scenes content help potential clients feel like they already know you.

Quick win: Share a short “Meet the Team” series on LinkedIn or Instagram. It doesn’t need to be polished, just real.

2. People-focused content drives better engagement

We see it all the time: the posts that perform best are usually the ones with a person in them. A site visit photo, a team achievement, someone sharing a project reflection. They stop the scroll because they feel relatable and warm.

Even when you’re promoting a service, consider how to bring in the human angle. What did your team learn? Who made the difference on the project? Who is the typical point of contact for this service? That small shift helps your content land more naturally.

Tip: Balance your marketing mix. For every post about what you do, share something that shows who you are.

3. It keeps you front of mind

Familiarity counts for everything. If someone sees your team regularly sharing honest, helpful content, you’re far more likely to be remembered when they’re looking for services in your sector.

Being human doesn’t mean being unprofessional. It means showing up with a clear tone of voice, a visible team and a consistent presence.

Where Clothier Lacey comes in

We help businesses show their human side without losing clarity or credibility. That might mean social-first campaigns, a fresh tone of voice or creating content that highlights your people and processes. That’s because in B2B work, your team is one of your strongest marketing assets.

Clothier Lacey creates bespoke marketing strategies to suit your business sector, size and structure.

Want help humanising your marketing? Contact Clothier Lacey today to get started.