Finally, businesses are recognising that you need to treat customers as people. Whether you are selling corporate services or plant pots, asking for donations to charity or have invented the latest must have gadget, your marketing should have a human element which makes it approachable and believable.
With stats like those found in The State of Inbound 2015 report, if you're overlooking it entirely, then you're missing out on a huge opportunity.
Of 4000 people surveyed there was a 75% likelihood of using inbound over outbound activity consistent across all company types (B2B, B2C, and nonprofit). It goes to show that regardless of audience, marketing ultimately needs to speak to humans, tailoring its approach at every stage of the buyer’s journey. Know your audience’s problem, and you’re closer to helping them out with a solution.