At its heart, B2B (or Business to Business) marketing may be transactional in nature, but that doesn’t mean B2B copy has to be. While much of my work has been in the B2C space, over the years I’ve worked with B2B clients in the email and social media marketing spaces to help gain awareness, drive sign-ups, generate leads, and inspire community engagement for a variety of industries audience types, from investors to live event professionals and mental health counselors. Over time I’ve found that even when talking to a “business,” copy that conveys empathy, humanity and emotion can be just as essential and effective.