"Good news: if you're watching this livestream—unless you are [one of] our...Skynet AI overlords—you are already a human being," jokes Liz Moorhead in the latest episode of the Marketing Smarts Live Show.

But let's face it, in the world of B2B marketing, we often forget to bring that essential human element into our content.

So, why is it crucial to remember our humanity, and how can we infuse it into our professional roles?

The Value: The Human Element in B2B Marketing

Why Being Human Matters

In a world where automation and algorithms often take center stage, the human element in B2B marketing becomes not just a nice-to-have but a must-have.

Liz Murphy passionately argues that the essence of impactful B2B content is its humanity.

But why does being human matter so much, especially in a business-to-business context? Let's unpack.

Emotional Connection: The Unseen ROI

First and foremost, being human in your content allows you to forge an emotional connection with your audience.

Though metrics such as clickthrough rates and conversion rates are essential, the emotional ROI—how your audience feels after interacting with your content—is often overlooked.

When you humanize your content, you're not just selling a product or service, you're building trust and loyalty, which are invaluable in the long run.

Authenticity: The Trust Builder

In the age of information overload, authenticity is your golden ticket to standing out. When your content resonates on a human level, it builds trust.