During my time working with university recruitment pros and faculty, I would constantly come back to the idea of using real people in our communication. This article affirms my belief.
So, you might be saying, that’s great, Rob, but I’m in the B2B world and we don’t have smiling, happy undergraduates out there to write about us. Good point. But you do have customers… and you have your people that you are asking an organization to engage in a long professional relationship with. Why not put these elements of your organization front and center as opposed to rattling off the same features and benefits over and over?
Rob Pasquinucci 
Great reminder. In B2B, most people still buy from people (and their companies) who provide great personal support. That’s different than consumer where waiting on hold as an anonymous number for a nameless telephone rep is accepted (begrudgingly) as ‘service.’