Partly because of social media, that "human element" in B2B marketing/sales is more important and desirable than ever. Here are a few ways to add the human element to your marketing and sales efforts.
Develop marketing language/content that is more conversational.
Use the second person ("you") when speaking to customers. So many companies use the first person ("I" and "we") which makes it sound like those companies are talking to themselves.
Ask questions when marketing/selling. It shows that you care about -- and understand -- that person's challenges (and maybe his/her opportunities.)
Avoid robotic-sounding corporate speak.
When creating sales letters, e-blasts, marketing materials, web content, etc. read your text out loud and see if it sounds natural and real. IOW, write like you speak.
Use images of your key employees to begin the engagement process.
If you are selling to a specific person do these two things: (1) Create and present a personal bio to that prospect. (2) Ask non-business questions -- college? Favorite sports team? Best vacation? Etc. -- so you can learn about that prospect as a person. The goal here is to find "common ground" that you can build on.
Hope these help.
Author Joe Starin heads up Hit by a Brick, an independent copywriting resource.