At Page 17, we've done extensive B2C and B2B writing (like decades' worth), always making sure to build everything on a solid H2H (human-to-human) foundation.
One example: our work for Custom Safety Products, a software-as-a-service (SaaS) platform that's changing (for the better) the customization process for getting your logo on a hard hat, safety vest, whatever. What we did feels less like traditional B2B marketing and more like something you'd actually want to buy.
We did more than just the words, too. We also ran point on overall branding and logo development, video production and PR. Efficiently. Pizzazzedly. Successfully.