Episode 335 - B2B to B2H: Why Human-Centric Storytelling Is Reshaping Industrial Print with Matteo Conte, Polytype

In this episode of the FuturePrint Podcast, Marcus Timson is joined by Matteo Conte, Marketing Manager at Polytype, to explore the evolving role of marketing and storytelling in industrial print.

While the sector has traditionally focused on technical specifications and performance metrics, Matteo argues that a shift is underway - from B2B to what he calls “B2H” (business-to-human). As digital transformation and global uncertainty reshape buying behaviours, industrial marketers are increasingly recognising the importance of trust, emotion, and human connection in decision-making.

Matteo shares insights from his first year at Polytype, where he has focused on elevating the company’s visibility and communicating its rich heritage, innovation, and global impact. He highlights the importance of authentic storytelling - grounded in reality rather than exaggeration - as a way to build credibility and differentiate in a crowded market.

The conversation also explores how industrial companies can learn from B2C practices without losing sight of the unique dynamics of B2B, particularly when it comes to long-term investment decisions and multi-stakeholder buying processes.

Finally, Matteo discusses Polytype’s latest innovations, including DigiCan for beverage can printing and the hybrid “Prime Offset” solution, both of which reflect changing market demands and the growing role of digital technologies.

A thoughtful and timely discussion on how industrial brands can communicate more effectively in a rapidly changing world.