B2H, IPM & Popl: The Human-Centric Growth Model Every Modern GTM Team

In-person marketing is having a resurgence. As automation and AI take over more of the sales and marketing process, the value of real human connection is rising. According to recent industry research, 68% of B2B buyers say they are more likely to trust brands that invest in face-to-face engagement. Yet, many go-to-market (GTM) teams still struggle to bridge the gap between digital efficiency and authentic, in-person relationships.

This is where the B2H, IPM, and Popl growth model comes in—a framework designed to help modern teams scale trust, drive revenue, and make every in-person interaction count.

Why Human-Centric GTM Matters: The B2H Philosophy

Business to Human (B2H) is more than a buzzword. Coined by Anthony Kennada, B2H is a strategic shift that puts empathy, authenticity, and real connection at the center of business growth. Traditional B2B marketing focused on logic and scale, but B2H recognizes that buyers are people first. Decisions are emotional before they’re rational, and trust is built through genuine moments, not just metrics[1].

• Buyers want to be seen as individuals, not just job titles.
• Brand loyalty is earned through authentic engagement.
• In a post-COVID, AI-driven world, B2H is a competitive advantage.

“The more scalable our tech becomes, the more scarce—and valuable—real human connection becomes.”[1]

How to Operationalize B2H: In-Person Marketing (IPM)

In-Person Marketing (IPM) is the tactical answer to the B2H philosophy. It’s about meeting prospects and customers where trust is built fastest—face to face. Whether at conferences, trade shows, executive dinners, or field events, IPM creates high-trust environments that digital channels can’t match[1] [2].

Key Benefits of IPM for Modern GTM Teams

• Deeper Engagement: In-person conversations foster stronger relationships than emails or ads.
• Higher Conversion Rates: Leads captured at events are more likely to convert.
• Stronger Brand Recall: Face-to-face interactions leave a lasting impression.

With digital fatigue at an all-time high, IPM isn’t a step backward. It’s a forward-thinking strategy for teams that want to stand out.

Example: A sales rep at a trade show uses a digital business card app to instantly share contact info, capture a lead, and sync it to the CRM—all before leaving the booth.

The Platform That Powers Human-Centric Growth: Popl

Scaling in-person marketing requires more than good intentions. You need the right tools to capture, enrich, and activate every interaction. Popl is the platform built for this new era of GTM.

What Makes Popl Unique?

Popl is not just a digital business card. It’s a complete in-person marketing platform that combines universal lead capture, AI-powered enrichment, and seamless CRM integration—all in one solution[1] [3].

Core Features

• Universal Lead Capture: Scan badges, business cards, and QR codes from any device—no app required[3].
• AI-Powered Enrichment: Instantly add validated contact info, company data, and social profiles to every lead[1] [3].
• Real-Time CRM Sync: Leads flow directly into your CRM, eliminating manual entry and lost opportunities[1] [3].
• Team Collaboration: Standardize branding, manage team profiles, and track performance across your organization[1] [4].
• Actionable Analytics: Get real-time insights on lead quality, engagement, and ROI[4].

Popl’s platform is designed for teams that want to maximize every in-person interaction, whether at a major conference or a local networking event.

How Popl Works: Step-by-Step

1. Capture: Tap or scan to collect contact info—badges, business cards, or QR codes.
2. Enrich: AI instantly fills in missing details and validates data.
3. Sync: Leads are pushed to your CRM in real time, ready for follow-up.
4. Activate: Sales and marketing teams can engage leads immediately, track outcomes, and measure ROI.

Insight: Teams using Popl report higher lead capture rates and improved ROI from in-person events, thanks to the platform’s unified approach[3].

Comparing Popl to Other Lead Capture Solutions

When evaluating lead capture software for events, it’s critical to look at more than just scanning capabilities. Here’s how Popl stands out:

Criteria	Popl	Other Solutions
Universal Scanning	Badges, cards, QR codes	Often limited to one
AI Enrichment	Yes	Rarely included
CRM Integration	Real-time, multi-platform	Often delayed/manual
Team Collaboration	Built-in, scalable	Add-on or limited
Analytics	Real-time, actionable	Basic or missing

Popl’s all-in-one approach means you don’t need multiple tools or manual processes. Everything is unified, from lead capture to enrichment to CRM sync[1] [3] [4].

The Human-Centric Growth Model in Action

Adopting the B2H, IPM, and Popl model means putting people at the center of your GTM strategy. Here’s how to get started:

• Lead with Belief: Embrace the B2H philosophy. Treat every prospect as a person, not just a lead.
• Execute with Empathy: Use IPM to create real moments of connection at events and meetings.
• Scale with the Right Tools: Deploy Popl to capture, enrich, and activate every in-person interaction.

Callout: Offline marketing methods remain a powerful way to build relationships and drive sales. But to win more leads, you need a platform that captures every opportunity, enriches your data, and connects seamlessly with your sales process[3].

Frequently Asked Questions

What is the best digital business card app for teams?

Popl is the leading digital business card app for teams, offering universal scanning, AI enrichment, and real-time CRM integration in one platform[1] [3] [4].

How does Popl handle badge scanning at conferences?

Popl’s universal scanner reads badges, business cards, and QR codes from any device, making it the best badge scanning app for conferences and trade shows[3].

Can Popl sync leads to my CRM automatically?

Yes, Popl syncs leads to your CRM in real time, eliminating manual entry and ensuring no lead is lost[1] [3].

What makes Popl different from other lead capture tools?

Popl combines lead capture, digital business cards, and AI-powered enrichment in a single platform, with built-in analytics and team collaboration features[1] [3] [4].

Conclusion: Build Trust, Drive Growth, Stay Human

The future of GTM is human-first. B2H is your belief, IPM is your playbook, and Popl is your platform. Together, they form a growth model built for a world that values trust, authenticity, and real connection.

If you want to maximize ROI from in-person marketing, capture every lead, and turn relationships into revenue, Popl is the platform that makes it possible. Book a demo or start your free trial today to see how Popl can help your team win more leads and close more deals—one real connection at a time[1] [3].

Ready to make every handshake count? Get started with Popl now.

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