In the past, it has largely been B2C marketers that understood and drew upon the power of emotion in their campaigns. It is now time for B2B marketers to keep pace. It is clearer than ever that B2B prospects want to be engaged on a personal level, yet the bigger challenge is determining how to do so at scale. One way I’ve come to understand the ideal balance is that, ultimately, all sales processes must begin with a human being—someone who’s taken the time to understand their audience, plan campaigns, and determine how they should be executed. Technology can’t currently replicate these human-driven insights. ‘Digital’ can then carry the sales process forward, leveraging technology to deliver messaging and engage targeted prospects at scale. Once engagement reaches a tipping point, however, human agents must step back in to complete the sales process, to provide information and education prospects can’t find on their own. Only by involving people at the right point in the sales process can businesses allocate resources effectively, provide personalised support when it’s most valuable, and truly engage prospects on an emotional level in a way that drives tangible business results.