Humanize your B2B marketing content for buyers

Humanize your B2B marketing content for buyers

by John David “JD” Woods

We all do it. 

We sit down and try to add “What’s in it for me?” elements to our B2B marketing content and still end up with lists of services and features.

Why is that?  The simple fact is that you cannot write B2B marketing content to a person if you do not know who that person is and what makes them want to engage.

You’ve got to humanize your B2B marketing content.

An effective B2B program resolves problems for buyers with words, images, and videos, and increasingly describes how our organizations affect the environment.  White papers and infographics aren’t personal enough anymore, we need to create drama, we need to place our hero (our prospect) in peril and demonstrate how our products or services allow them to save themselves.  We need to entertain long enough to capture our buyer’s attention.

“You’ve got to assign demographic identities to your potential buyers and build a PROSPECT EXPERIENCE for them.”

Along with that, we need to state a purpose.  Most B2B buyers aren’t 100% on board yet, but the numbers are shifting.  We will soon need to give our customers a purpose they can align with – think fair trade, organic-only ingredients, work/life balance, children’s health and safety…

This is simply “doing business” on the B2C side and that expectation is headed our way.

The challenge is, you can’t create quality B2B marketing content or express your purpose in a way that people want to align with if you are trying to engage a type of business.  A paint factory can’t respond to value-charged experiences, but the people that work there can.  Therefore; to be effective, you’ve got to assign demographic identities to your buyers and build a prospect experience for them.  You need to write stories for them; you need to align your values with them.  Once you begin creating for a specific audience, for a human, you will find the feature lists deleting themselves, and see the important elements of your brand experience emerging.

This is just the first step for B2B marketing content.

Telling stories is nearly a thing of the past – we’re coming to the point where we will have the ability (and expectation) to give stories to our buyers, to provide the environment where they can co-create their own prospect experience.  If you want, you can read more about that here:


John David

John David “JD” Woods
VP, Digital and Business Strategy

Envision Professional – eCommerce Logistics Consulting

Servicing Buyer 2.5 and beyond
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LED Menu Light really lights things up for dimly lit restaurants

LED Menu Light really lights things up for dimly lit restaurants


LED Menu Light of Hollywood Florida has selected Dennis Romano, to develop their new B2B website design and corporate branding. The site was built in WordPress. WordPress is a web authoring tool that enables small business website owners to make content edits and manage digital marketing efforts.


LED Menu Light is a custom fabricator of back-lit menus and other back-lit products for restaurants. All of their products are made with a soft white back-lit LED light for easy reading just like a Kindle. Restaurants have a large selection of cover stocks in different colors and textures and have their logo custom embossed on the menu covers.

LED Menu Light back-lit light products are perfect for restaurant patrons who have a hard time reading tiny type on menus in dimly lit establishments. In addition to restaurants, their back-lit products are sold to bars, and night clubs, hotels and resorts, casinos, cruise lines, country clubs and all other hospitality establishments everywhere.

The company and website logo was designed and developed by Dennis Romano, Strategist, Creative Director of Envision Dennis Romano, LLC – located in Ocean NJ.

The new LED Menu Light website can be viewed at


ABOUT ENVISION is a full-service B2B digital marketing agency specializing in custom web and business development. Envision is located New Jersey USA.


For more information contact Dennis Romano, Strategist, Creative Director at