""We've been taught to think about B2B or B2C," says today's marketing master, "but I'm actually interested in B2H - there's a human on the other side.""
""AI is a really great tool to scale your strategy," she says. "Not replace it.""
""I always say to start with emotional resonance," Calloway tells me. "Literally, if you're building a four-sentence story, start with emotion." "What did you feel? What did you see? What did you hear?" "if you can get your audience to laugh, you have already bypassed the part of the brain that's like, 'I don't trust this.'""
A small typo can increase audience engagement by signaling human authorship in a climate of declining trust and ubiquitous AI. A marketing orientation labeled B2H centers the human on the other side of interactions. An AI tool named IDA helps people tell their stories within systems that may not have been built for them. AI can scale strategy but should not replace human-led strategy. Effective messages begin with emotional resonance by asking what was felt, seen, and heard. Humor can bypass distrust. Emotional connection should be followed by data or proof to solidify trust. Combining emotion and logic across channels increases engagement.
Read at Hubspot
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