B2H, IPM, GTM: Three Acronyms Marketers Need to Know in Today's Post-COVID, AI-Inundated World

In a world where inboxes overflow with automated messages, attention spans continue to shrink, and AI-generated outreach has become standard practice, something remarkable is happening in the marketing landscape. The most innovative go-to-market strategies are rediscovering what has always been most effective: genuine human connection.

Three powerful acronyms are reshaping how modern businesses build relationships and drive growth in this new reality:

• B2H – Business to Human
• IPM – In-Person Marketing
• GTM – Go-To-Market Strategy

Together, these concepts form a new growth operating system for companies looking to cut through the digital noise and make meaningful connections. Popl is the technology making this human-centric approach work at scale.

The Rise of B2H: Beyond Traditional Business Categories

Coined by Anthony Kennada, B2H represents more than just a clever rebrand of B2B marketing—it's a fundamental shift in how we approach business relationships.

While B2B and B2C categorize sales models, B2H defines a mindset. It's the recognition that behind every company logo is a human being making decisions based on both rational and emotional factors. The implications of this shift are significant:

• Stop selling to titles; start connecting with people
• Stop optimizing solely for clicks; start earning trust
• Stop scaling outreach volume; start scaling meaningful engagement

B2H isn't just a feel-good philosophy—it's a strategic advantage. When trust becomes your primary differentiator, human-first interactions become your competitive edge.

In today's saturated market:

• Generic personalization no longer resonates
• Basic "Hi {First Name}" templates make decision-makers disengage
• Buyers crave authentic conversations, not automated sequences

B2H acknowledges that behind every email address is a person seeking relevance, respect, and a compelling reason to care. It represents the complete humanization of your marketing and sales approach.

IPM: The Strategy That Delivers on B2H Promises

In-Person Marketing (IPM) serves as the practical extension of B2H principles. While B2H establishes the mindset, IPM delivers the experience.

Whether at trade shows, field activations, executive dinners, or industry meetups, IPM offers something no chatbot or email subject line ever can: authentic human interaction that builds trust instantly.

IPM isn't a retreat from digital marketing—it's a strategic response to its limitations. When a handshake generates more qualified leads than an email campaign, you're witnessing the power of IPM. When a live conversation accelerates the sales cycle, you're seeing B2H principles in action.

Why IPM matters more now than ever before:

• Post-pandemic fatigue has made in-person interactions feel premium and valuable
• AI saturation has made human connection feel refreshingly authentic
• Digital channels have become increasingly noisy, while events remain signal-rich

The resurgence of conferences, trade shows, and field marketing initiatives isn't coincidental—it's a strategic response to digital fatigue and the human craving for authentic connection.

Popl: The Platform Powering Effective IPM

In-person connection is undeniably powerful—but to make it a core component of your GTM engine, it needs to be scalable, measurable, and actionable. That's where Popl enters the picture.

Popl functions as your operating system for IPM in the B2H era, offering:

• Universal lead capture: Scan badges, business cards, and QR codes from any device[1]
• AI-powered enrichment: Instantly add validated contact information to your database[1]
• Seamless CRM integration: Sync everything directly to your CRM, even when offline[1]
• Team enablement: Standardize company-wide branding across digital cards, email signatures, and more[2]

Popl ensures that valuable in-person interactions don't remain isolated offline events—they become the most valuable entries in your marketing and sales funnel. The platform helps teams turn every handshake into an opportunity, powered by AI and proprietary data enrichment capabilities[2].

GTM: How These Elements Create a Cohesive Strategy

In today's competitive environment, your Go-To-Market (GTM) strategy needs to be more than just omnichannel—it must be fundamentally human-centric.

Think of it this way:

• B2H is your guiding philosophy: Treat buyers as complete humans, not just data points
• IPM is your high-value channel: Meet prospects where meaningful connections happen naturally
• Popl is your enabling platform: Capture these moments and scale their impact across your organization

At a time when competitors race to automate every aspect of customer interaction, the brands that build authentic connections will ultimately win market share and customer loyalty.

This powerful trio creates a high-signal, low-noise growth approach that:

• Builds trust faster than digital-only strategies
• Closes deals more effectively
• Strengthens brand loyalty beyond standard metrics

The Human Advantage in an AI-Dominated World

To be clear, this approach isn't anti-digital—it's anti-noise. Popl doesn't replace human connection; it amplifies it. The platform makes IPM not just possible but scalable and measurable, allowing you to build your GTM strategy around what genuinely works.

In a market flooded with synthetic outreach, the brands that present themselves as authentic, present, and human will stand out. Popl delivers a unified solution for in-person marketing, helping teams maximize ROI from face-to-face interactions, no matter where they occur[1].

B2H. IPM. GTM.

Three acronyms that represent a new marketing playbook—and a distinctly human path to sustainable growth in an increasingly AI-generated world.

Taking the Next Step: Winning More Leads Offline

Offline marketing methods remain powerful for building relationships and driving sales. To win more leads in today's environment, you need a platform that captures every opportunity, enriches your data, and connects seamlessly with your sales process[1].

Popl offers a complete in-person marketing platform that combines lead capture, digital business cards, and contact enrichment—all powered by AI and designed for teams that understand the value of human connection[2].

For marketing and sales teams looking to maximize their impact at events, in the field, and beyond, Popl provides the tools to turn every in-person interaction into a meaningful business opportunity.

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