Premium Associate Member Spotlight: Human Element
This article appeared in the October 2025 issue of MiMfg Magazine. Read the full issue and find past issues online.
Today’s purchasers demand a more modern purchasing experience and businesses that do not provide simple, efficient purchasing options risk alienating customers who need products and solutions fast. This is certainly the case for manufacturing businesses, where meeting turnaround times and reducing downtime are essential.
Manufacturers have countless options for e-commerce platforms and marketing solutions but Jason Magee, Managing Partner at Human Element, says there is much more involved in creating an optimal purchasing platform than meets the eye. The technology and ingenuity behind the scenes are what drive results.
Implementing modern technology, data integrations and strategic processes are all essential for the success of business-to-business sales and communication pipelines, so manufacturers can benefit from a customized, personalized, automated e-commerce platform that works efficiently and intuitively.
“Many manufacturers look at business-to-business e-commerce as a box to be checked, when it is really an opportunity to develop and compete within a new sales channel,” Magee says.
“The required commitment is often underestimated as well,” he adds. “It’s like opening a physical store; you can’t just build it and leave it there. You need to staff it properly, pay for the utilities and the staff to operate it properly and then market it as well. It’s the same with an e-commerce platform. You need to staff it properly, invest in continued innovation and market it effectively.”
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Based in Ann Arbor, Human Element provides B2B and B2C e-commerce and lead generation solutions, with a core focus on the manufacturing industry. Solutions include a combination of website development, digital marketing, strategy, design, analytics and reporting respective to clients’ needs. Using platforms such as Adobe Commerce, Shopware, Shopify, BigCommerce and more, Human Element builds full-scale B2B e-commerce solutions for manufacturers and distributors. Integrating the platforms with other tools, such as Enterprise Resource Planning, Customer Relationship Management and Product Information Management systems, streamlines the shopping experience for buyers, resulting in greater sales opportunities and customer satisfaction.
“These solutions make it easy for customers to do business with manufacturers — and hopefully sell more products,” Magee says, noting that modern technology and AI have transformed business growth and sales processes. “Many traditionally consumer-facing tools, data analysis and data driven promotions can be used to incentivize purchases in a thoughtful and automated way.”
By leveraging modern sales and marketing solutions, B2B customers can ensure that their own customers have what they need and have it faster. Additionally, using personalized technology platforms and business strategies that align with business goals is another key to success for manufacturers.
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Leveraging our entire team’s knowledge and curiosity...Sometimes things don’t work but you have to have the room to fail if you want to innovate.
“We really try to become a partner with our clients and become an extension of their team,” Magee says. “We don’t try to fit our clients into a solution or a platform. We find the right fit for our clients, with a solution that meets their needs.”
With more B2B customers demanding a simple and effective buying experience, exploring advanced e-commerce and marketing solutions can improve the customer journey and benefit future business growth.
Human Element is an MMA Premium Associate Member and has been an MMA member company since February 2023. Visit online: human-element.com.