Tag Archives: human marketing

4 Principles For A Human-Centered Approach To Personas in Marketing

Often studied in psychology, is the phenomenon of what people say and do is not always what they mean. Lurking in the sub-conscious as well as on conscious levels are guarded perceptions, defense mechanisms, mental images, prejudices, and etc. Often needing in-depth qualitative studies in social psychology to determine how groups of people think, behave, and make use of language. In social psychology, archetypes are often used to help communicate the social psychological dynamics of people. Helping psychologists to translate their qualitative research into meaningful insights and portrayals of people in a social context. In the business world, marketers and…

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5 Ways GE Put Human Experience At The Center Of B2B Marketing

Over the course of the past few decades, B2B marketing has been perfecting the art of showcasing products or services. In the pre-Internet days, the focus was on the shiniest and brightest glossy brochure to make products or services look unbeatable. B2B companies resorted to showrooms and customer demonstration facilities. All in the hopes of making their products or services stand out from the pack. This is still happening today in the digital age. Many of today’s B2B organizations still lead with the proverbial – “we are the leading provider of blah blah technology which enables companies to improve effectiveness…

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To The Modern Buyer, The Human Experience Is Everything

Creating satisfying interaction experiences for buyers today is proving to be more complex than most organizations had guessed. Various surveys and reports continue to put satisfaction with content and information at or below 35% range. The translation for me, when factoring in the qualitative interviews conducted with buyers over the past year, is not only is there a lack of satisfying content, but also a lack of meaningful experiences. Value The Human Experience A lesson learned over the past few years is there is a risk of making content and the digital experience too self-referential. Meaning we create content and…

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Modern Marketing Is About Human Connection – Not Robots

This year, more than any in a long time, I am hearing a strong backlash to the volumes of emails and content buyers are receiving. In the past eight months, after conducting numerous buyer interviews, this pattern has become so evident; it is as if buyers are screaming at the top of their lungs. In my opinion, there is a cause and effect dynamic taking place in B2B marketing. It goes something like this: The hard adjustment to the new digital economy is putting pressure on B2B companies to grow. Many are jumping on the content marketing bandwagon. This pressure…

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4 Ways To Make Complex Marketing Human-Centered

As more and more businesses undergo digital transformation, we see more investments pouring into digital technologies. The aim is to be omnipresent and somehow, someway – get a corner of mindshare with buyers. What organizations risk is this – the more they automate, the more they become less humanized with their customers. It is a scary thing. Customers and buyers can amount to nothing more than accounts and fields on a screen. Recently, I read an article where a customer was referred to as “it”. You cannot get any less human than this! High Stakes Still Exists In The Digital…

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