Simple ways to make your B2B brand feel human and trusted

^{This 4-minute read brought to you by the team at Rogue Pine}

In this issue, you'll learn:

• Drift: Real voices build real trust

• Gong: Insights drive action (and loyalty)

• How to apply this in your own marketing

Most brands forget that at the other end of their marketing efforts is a human being.

Not a company. Not a "buyer persona." A real person.

The brands that win — Drift, Gong, and others — don’t just push messages.

They create real connection.

Here’s how they do it (and how you can too).

Drift: Real voices build real trust

Drift’s first ideas was to just churn out blog posts like everybody else.

But they got smart—launched podcasts, turned internal chats into videos, and let real people, not some corporate marketing team, drive their storytelling.

It’s authentic, and it works.

The result?

Customers felt like they knew Drift before they ever talked to sales.

Key takeaways from Drift:

• Create recurring conversations. A podcast, a series, or a recurring newsletter builds anticipation and loyalty.

• Prioritize transparency over polish. Real conversations matter more than slick production.

• Focus on community, not just conversion. Build something people want to come back to.

Gong: Insights drive action (and loyalty)

Gong could have posted motivational quotes.

Instead, they mined their data from millions of real sales calls — and shared actionable tips.

Their posts didn’t just inspire.

They gave sales leaders a tactical edge they could use today.

And they posted them everywhere their audience already lived: LinkedIn, podcasts, events.

Key takeaways from Gong:

• Lead with data. Even small internal insights can become great content if you package them right.

• Keep it short and punchy. One actionable stat or lesson per post often beats long-winded essays.

• Show up consistently. Content isn’t a campaign. It’s a commitment.

How to apply this in your own marketing

Both Drift and Gong succeed because they follow the same principles:

They show up consistently. They connect on a human level.

They offer something valuable before they ever ask for anything in return.

If you want your marketing to feel human—and actually build trust—you need a few key ingredients:

• Real voices: Put people at the front of your brand, not just logos and taglines.

• Practical insights: Share tips, tactics, or lessons your audience can apply immediately.

• Consistency: Don’t be sporadic. Build a system that keeps you showing up in your audience’s world week after week.

• Audience-first focus: Talk about what they care about, not just what you sell.

When you do these things, you stop sounding like every other company—and start becoming a trusted part of your customer’s journey.

Final thought

The brands that connect the deepest just sound more real.

If you’re ready to start building a human brand — and grow by actually helping people — let’s map it out together.

Start with a free Marketing Clarity Report and get a personalized plan.