Making B2B Marketing Feel Human Again
Michelle Lynn of Bloomberg Media outlined how human storytelling, credible proof, and real-world utility help B2B brands stand out and drive action in complex, multi-stakeholder buying environments
At the 2026 ANA Masters of B2B Marketing Conference, Michelle Lynn of Bloomberg Media explained how B2B marketing has become more efficient but less distinctive. As AI-generated content increases and targeting signals decline, marketers must shift toward human storytelling, credible proof, and practical utility to build trust and influence complex buying decisions.
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