‘A time of transition’: Why B2B brands are becoming more ‘human’  

The quest to present a human face to customers as a B2B brand has been intensifying for years. But now, it feels like the pendulum has firmly swung, and B2B businesses are heading fast towards putting on a relatable front to the world.

This drive towards relatability means brands are looking for spaces to make their brand, and the employees behind it, seen and heard. According to Rosie Guest, marketing director at Apex Group, the business has “completely adjusted” its social media strategy.