The lines between personal and professional communication can be blurred further in a social media context, helping to humanize a brand, writes Corey Eridon. So when Intercom uses colloquial language to make a point about a potentially boring CRM tool, GE uses the label "Badass Machines" on Pinterest, and DropBox sends e-mails with "lovable design and personable, easily consumable copy," they're doing the right thing for their brands. Eridon lists several more examples of B2B marketers that "sound like freaking human beings once in a while."