B2B and B2C: The Shift to B2H

The podcast explores the evolving understanding of marketing strategies, particularly the transition from B2B (business-to-business) and B2C (business-to-consumer) to B2H (business-to-human). This concept acknowledges that at the core of every purchasing decision are humans who are influenced by the same biases and emotional factors, regardless of whether they are acting as consumers or business professionals. An example highlighted is Xero, a cloud-based accounting software, which successfully shifted from a technical B2B focus to a B2H approach, emphasizing personal benefits such as stress reduction and time savings. This shift led to significant increases in trial signups and decreased customer churn, illustrating the effectiveness of putting human experiences at the center of marketing efforts.