{"id":81103,"date":"2021-03-29T07:40:47","date_gmt":"2021-03-29T11:40:47","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/marketing-for-humans-a-radical-concept\/"},"modified":"2025-09-04T07:35:21","modified_gmt":"2025-09-04T11:35:21","slug":"marketing-for-humans-a-radical-concept","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/marketing-strategy\/marketing-for-humans-a-radical-concept\/","title":{"rendered":"Marketing for Humans: A Radical Concept"},"content":{"rendered":"

Let\u2019s talk about the term \u201clogo acquisition.\u201d<\/p>\n

As you probably know, it\u2019s a sales euphemism for landing a new client, as opposed to upselling an existing client.<\/p>\n

Acquiring a new logo is cause for celebration. It means you\u2019ve broken through to a new organization and can include them in your roster of clients, and potentially be able to sell them more services in the future.<\/p>\n

It\u2019s also a weird term of art that takes us further away from what marketers and salespeople should have front-and-center every day: the notion that we are human beings, marketing and selling to other human beings.<\/p>\n

Because even if you\u2019re in B2B marketing<\/a>, your job is to create a connection to a human being. People buy from people (not news!), and establishing an emotional connection that acknowledges the hopes, dreams and fears of your prospective customer is what we\u2019re all here for.<\/p>\n

But that reality gets obscured too often by the obsession with building the perfect martech stack<\/a>.<\/p>\n

Look, I\u2019m not some luddite who doesn\u2019t believe in technology. Marketing technology can help us to achieve greater heights than were possible 20 years ago.<\/p>\n

We\u2019re way past the era of buying ads in print media and lighting a candle while we pray it works. We can track this stuff now. We can keep score. And we must.<\/p>\n

But unfortunately, we\u2019ve zigged really far away from the human element that is central to what our goals should be. There\u2019s an industry-wide obsession with working the machines that has become the game within the game\u2014that\u2019s fine sometimes, but every now and then we need to poke our heads up and view the landscape.<\/p>\n

We can\u2019t forget that technology is the enabler, not the goal. Tech should make it easier to scale your marketing brilliance, but if you focus too tightly on the tech stack your marketing will never be brilliant.<\/p>\n

The tech hyper-focus turns marketing into an inward-facing exercise, rather than the never-ending effort to create and maintain trust-based relationships that smooth the path for the customer to buy something.<\/p>\n

Creating this relationship begins with a deep understanding of our customers. We have to roll up our sleeves and do the work to understand how buying decisions get made, and who influences those decisions.<\/p>\n

We need to conduct interviews to gain real understanding of the work lives of these influencers in the buying center. We need to have empathy for their position, and then create marketing materials that demonstrate that we have that empathy, and just be able to help.<\/p>\n

It\u2019s hard work, and machines can help, but humans will bring it to life<\/a>.<\/p>\n

To help elevate this idea, we\u2019re putting on the first-ever Marketing for Humans<\/a> event<\/strong>. It\u2019s a half-day virtual conference set for April 13th. We have some great speakers lined up, including Marketing Insider Group\u2019s Michael Brenner. The cost is $25, with all proceeds going to charities chosen by our speakers.<\/p>\n

It\u2019s a chance to have your thoughts provoked, learn from some smart folks, engage in debate and do some good. Hope to see you there!<\/p>\n","protected":false},"excerpt":{"rendered":"

Let\u2019s talk about the term \u201clogo acquisition.\u201d As you probably know, it\u2019s a sales euphemism for landing a new client, as opposed to upselling an existing client. Acquiring a new logo is cause for celebration. It means you\u2019ve broken through to a new organization and can include them in your roster of clients, and potentially […]<\/p>\n","protected":false},"author":31,"featured_media":81104,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","_seopress_titles_title":"People Before Platforms: Marketing for Humans Concept","_seopress_titles_desc":"Marketing isn't about mastering martech\u2014it\u2019s about mastering human connection. 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