Paul de Lara shares the thought of other industry communication experts such as Annabel Rake, Deloitte and Martin Wells, KPMG that B2B communications need to be focused on people and their specific emotions. After all, people buy from people. 

Executing this well clearly has a positive impact of your business since it improves relationships, increases cadence of deals and importantly drives customer advocacy as you are perceived to be thinking about their business requirements. I have written about this before about how you can achieve this person to person marketing on scale here

Reading this article on Think With Google regarding purchase habits, it is evident that this personal communication needs to come from all areas of your business. 

You can read the research here however the key takeaway to endorse employee advocacy and demonstration of expertise from across your organisation is that buying decisions are influenced from across an entire organisation:

While 64% of the C-suite have final sign off, so do almost a quarter (24%) of the non-C-suite. What's more, it's the latter that has the most influence; 81% of non-C-suiters have a say in purchase decision

In summary the consumerisation of B2B marketing is about delivering highly relevant content on a consistent basis that answers the business needs your target audience have, on scale.