You really hit the nail on the head, businesses are made up of people, and the people make the decisions. I have found that effective B2B copy needs to appeal to people. The trick seems to be placement. The outlets appropriate for B2B and B2C are distinctly different. Even if B2B advertisers seem drawn in my many social media sites low low click costs these avenues are mush better suited for B2C advertising.
One of the first things I do when reviewing copy for a B2B or Healthcare client is figure out who the prospective reader is, not the target company.