In this week’s episode of SearchChat, we interview Mark Schaefer, co-host of Marketing Companion Podcast, on what it means to make companies more human. What does he reveal? That the needs and expectations of our customers are seriously far off from where companies think they are.
We don’t have the needed emotional connection to customers. The current trend is automation with no human relationships. Instead, we need to use technology to connect in a deeper way that is sensitive to the needs, time and privacy of our customers. For B2B, this is even more important: we tend to forget that people are people, not just “business buyers.”
Mark discusses how going out and personally talking to customers and asking for feedback gave him insights to save his company he would never have discovered through a social dashboard.
Lastly, we discuss what companies need to do to engage in consensual marketing. We’re all business people, but we’re also all customers. We know what we like, and when we’re being abused. Our world is full of millions of people with ad blockers, and they are sending a message. Join the rebellion. Let’s look at the consumer world today and get ahead of it.
Mark Schaefer is the co-host of the Marketing Companion podcast, a consultant, an educator at Rutgers Business School, and the author of more than 6 best selling marketing books, including Known, the handbook for building and unleashing your personal brand in the digital age, and The Content Code: 6 essential strategies to ignite your content, your marketing and your business. His latest book is Marketing Rebellion: The Most Human Company Wins.
1:10 Mark’s introduction
2:35 Making companies more human
6:05 How can companies shift the mindset towards providing what customers actually want?
9:40 Listening to customers can change everything
14:00 What does this mean for B2B companies?
16:55 Consensual marketing
SearchChat is available on
Search Chat is SoloSegment’s podcast dedicated to all things search AI and content marketing related. Who is SoloSegment? We’re a technology company focused on site search analytics and AI driven content discovery to improve search results, increase customer satisfaction and unlock revenue for your company. If you think we might have the answer to your conversion problems, feel free to connect with us.