Embracing the New World of Human-to-Human Marketing

For Lorne Cooperberg, senior vice president, growth and innovation at Proof Experiences, the way businesses communicate and connect is undergoing a significant transformation. While key elements of the traditional business-to-business (B2B) model are still important, the future lies instead with human-to-human (H2H), as consumer expectations shift, buyers become overwhelmed by the digital noise of traditional marketing tactics, and customers hope to see a product’s value proven before purchase. Humanised, personalised and relevant content is king, and delivery needs to be more thoughtful than ever before in order for a true splash to be made.

Of course, for some, this may be easier said than done. Selling for emotions and values, on top of traditional factors like features, pricing and ROI can seem daunting. However, according to Lorne, it’s worth the effort. For some, it’s a chance to turn technical products into moments of connection – distilling the complex into something relatively straightforward. For others, it may look like embracing experiential marketing to bridge the gap between consumer and creator. But whatever the case may be, it seems important that businesses prepare to adapt for the next iteration of the marketing landscape, readying themselves to cement H2H as a new cornerstone in their strategies.

To learn more about all of this, LBB’s Jordan Won Neufeldt sat down with Lorne for a chat.

LBB> You mentioned the era of B2B giving way to H2H. What are the factors driving this, and is it crucial for everyone to get on board as soon as possible?

Lorne> There are a few factors driving the shift:

- Changing Expectations. Whether they’re buying for work or themselves, people expect brands to treat them like humans, not accounts. Personalisation and emotional connection now matter as much in B2B as they do in consumer marketing.
- Information Overload. Buyers are overwhelmed with digital noise and traditional marketing tactics. What cuts through? Human-centric, experience-driven storytelling. Not to mention, the ability to have a two-way conversation to answer questions on the spot.
- Experience Economy. Customers (and especially decision-makers) expect hands-on proof of a product’s value – they want to see, touch, and feel how it fits their world.

Is it crucial for everyone to get on board? Yes – brands that fail to humanise their messaging risk irrelevance. Even complex B2B offerings need to be explained through stories that show the human impact, and not just the technical specs. This shift isn’t optional; it’s fundamental, especially in an industry like tech that’s moving at lightning speed.

LBB> What are the implications of this shift for the industry, and what should agencies and brands be thinking about in regards to this?

Lorne> People don’t buy from faceless corporations. They buy from brands they trust and understand. The ‘experience-first’ approach flips the script: instead of telling customers what a product does, it shows them how it makes life or work better. No matter the audience, they’re looking for a story, with an expectation for relevance, emotion, and clarity.

Implications for agencies and brands:

1. Creativity and empathy become table stakes. You need to know your audience deeply – what they fear, what they aspire to – and design experiences that meet those emotions. Experience design matters more than ever. A trade show booth is first and foremost an experience – one that educates, delights and captures data.
2. Measurement needs to evolve. Brands need to move beyond clicks and impressions to experience-driven KPIs, both top and bottom-funnel. We work with our clients to identify what the objectives of each activation are, whether it’s building brand affinity or driving sales (one of our tech clients drove millions of dollars in sales at a single event last year).

LBB> In the past, you’ve emphasised that this poses a great opportunity to transcend the traditional complexities of products. What does this look like at Proof? How are you working with brands to connect in all new ways?

Lorne> There’s a few ways I’m excited to tell you about:

- Immersive Storytelling. We’re weaving products directly into the heart of the experience. At last year’s Collision Conference, we brought Dell’s ‘Dream Bigger’ campaign to life with a show-stopping, oversized Dell laptop serving as a stage for lightning talks, a hub for networking, and a high-resolution screen for dynamic content.
- Education Through Play. We turn complex topics into interactive experiences because we know that hands-on, multi-sensory learning drives retention. Case in point: our national tour with the Canada Revenue Agency, where we taught Canadians about cybersecurity and scam prevention, all through an engaging escape room experience.
- Experiences that Capture Data. Every experience we design is built to collect meaningful, consented data. In a world where attendees are more protective than ever with their personal information, we develop creative games and enticing incentives to make data-sharing feel natural and worthwhile.
- Blended Journeys. The best experiences don’t stand alone – they’re part of a larger story. We thoughtfully connect pre-event excitement, live engagement, and post-event follow-up to create seamless, end-to-end journeys. This holistic approach is a hallmark of everything we do, whether it’s a hands-on activation, or a full-scale conference programme.

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LBB> Of course, not all products can be marketed the same way. In this brave new world, how does approach need to change based on category? And are there any sectors that will particularly benefit from this shift?

Lorne> B2B, B2C, or H2H – one-size-fits-all simply doesn’t cut it. That’s why we tailor every experience to fit the audience, the message, and the moment.

With our clients, we use a diverse mix of approaches, from immersive tradeshow exhibits that bring products to life, to educational activations that make key messages stick. We also craft thought leadership sessions where experts can share their insights directly, and host intimate customer events designed to spark meaningful conversations and build deeper relationships.

As far as who benefits most:

1. Categories with intangible value propositions like software, data platforms, etc.
2. Innovators – emerging tech companies who need to show what’s possible.
3. Highly-regulated sectors where trust-building is crucial (finance, healthcare, government).

LBB> With all that said, are any elements of the B2B system still important? Is there an ideal middle ground, and if so, where does it lie?

Lorne> The core B2B elements – product education, proof points, and ROI – still matter, even as we evolve our approach. What’s changing is how we deliver them. It’s about storytelling – crafting experiences that both educate and inspire. It’s about showing what your product makes possible – not just how it works. And it’s about prioritising experience over pitch, giving customers the chance to interact with your product firsthand, rather than just hearing about it.

LBB> Tell us more about these new principles – what makes them so exciting?

Lorne> For me, they are:

- Experiential Storytelling. Customers remember stories far more than they remember specs. Last year, we won a pitch by leaning into this exact idea; I shared a story about a road trip with friends in an electric vehicle, where range anxiety was front and centre. Our client’s solution? A digital screen that showed all the best destinations within the EV’s range – a perfect example of showcasing what’s possible, and not just listing technical specs. That story made a far bigger impact than comparing 300 kilometres versus 400 kilometres ever could.
- Hands-On Trial. Letting customers experience a product for themselves builds confidence faster, and more convincingly, than any sales deck ever could.
- Community Building. No matter the channel, experiences create shared moments that bring people together, turning customers into advocates by making them part of something bigger.

LBB> A fundamental element of all of these is that they help build trust. However, in your opinion, how do you find the balance between connecting with consumers in authentic, personalised ways, and not being overly pushy and invasive?

Lorne> Building trust is hard, and today’s trust levels are lower than ever. But there are a few critical ingredients that can help lower defenses and draw people into your world.

First, value exchange matters. Be upfront: ‘Here’s what we’re offering, and here’s what we’d love to learn from you’. Transparency creates comfort, and the experience should never feel like something’s being hidden.

Next, show that you truly understand your audience. Take the time to uncover what resonates with them, and design the experience to feel intentionally built for them – not just for you.

Finally, make the experience a conversation, and not a monologue. Invite questions, encourage feedback, and ensure your brand representatives are ready to have meaningful, unscripted conversations in real time.

LBB> Can you give us some examples of this? What does it look like when done well?

Lorne> At a recent tech conference, we created a captivating miniature city for one of our clients – a fully immersive experience designed to demonstrate how its products seamlessly impact both life and business every day. Understanding that many attendees were founders themselves, we personalised the experience by featuring their company names on custom mini billboards throughout the city. This thoughtful touch not only drew them into our world, but also showed that we took the time to focus on them, and not just our own message.

At another event, we took a collaborative approach by inviting our client’s customers to become part of the experience. They were given a platform to showcase their own products, creating an environment of transparency and authenticity. This unique integration highlighted the strong trust between our client and its customers – a powerful signal that built credibility with prospects.

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LBB> Equally so, how do you ensure you factor in the important element of simplicity?

Lorne> It’s a great question, and one that we wrestle with on a daily basis. The balance comes from clarity of purpose. And that starts at the briefing stage. Some things we ask ourselves include, ‘What is the one thing we want customers to remember?’. ‘How can we make that feel fun, surprising, or delightful, without overloading them?’. ‘Is the technology supporting the story, or distracting from it?’.

LBB> Finally, with all this in mind, what are you most excited for about the new world of H2H?

Lorne> This shift is not about better marketing; it’s about better relationships between brands and humans (often very important, decision making humans). In a sea of sameness and content overload, the brands that win will be the ones who treat their audiences not as leads or segments, but as people with real emotions, needs, and stories to tell.