THE FUTURE OF
marketing
as foretold by Dharmesh Shah
@dharmesh
#FutureOf

“It has become appallingly
obvious that our technology
has exceeded our
humanity.”-Albert Einstein

He said that even
BEFORE
all of this existed…

Turns out,
he was a genius.
(Even beyond that whole relativity thing).

Today, it wouldn’t take a
theoretical physicist to tell
us that most marketing is
PRACTICALLY
USESLESS.

Now, we can just check our
email

Now, we can just check our
phone

Now, we can just check our
television

Now, we can just check our
mailbox

*Did you know that
100%
of people hate spam?
*Sort of a fact.

Come on friends,
we’re better than that.

I think I have the
SECRET
but first this…

commercial break!

just kidding

The future of marketing isn’t a race…

...to be the flashiest.

...to be the loudest.

...to finish first.

...to spend the most money.

The future of marketing
is about being
HUMAN.
Click to
tweet

human nature
1. The general psychological characteristics, feelings,
hu·man na·ture
behavioral traits of humankind, regarded as shared
noun
by all humans.
1. The general psychological characteristics,
feelings, and behavioral traits of
humankind, regarded as shared by all
humans. (we’re all in this together)

human nature
1. The general psychological characteristics, feelings,
hu·man na·ture
behavioral traits of humankind, regarded as shared
noun
by all humans.
1. The general psychological characteristics,
feelings, and behavioral traits of
this includes marketers
humankind, regarded as shared by all
humans. (we’re all in this together)

Humans don’t want a flyer.
They want help going
HIGHER.

They don’t want to be flooded with emails.
They want wind in their sails.

See, humans don’t
remember the
PITCH.

They remember the
experience.

Every touch point matters.
From the first blog post they read,
to the last support call they make.

If marketing is even going to have a future.
It needs to be about helping humans.

Here are 5 tips to help
keep your marketing human.

1 People, not prospects.
Prospects are people first,
business opportunities second.
Email, call, and tweet accordingly.

2 Open Your…Ears
Your prospects and customers are tweeting,
blogging, and sharing their thoughts on your
company, product, and industry every single
day. Listen up, you may learn a thing or two.

3
Take a Walk in Their Shoes
Next time you send an email or write a blog
post, ask yourself “Would I want to read
this?” If you, a human (presumably), find the
message annoying, irrelevant, or pushy,
chances are your recipient will too.

4
Nurture Your Relationships
As marketers, we need to offer our prospects support every
step of the way with the right content, at the right time.
‘Always be guiding’ is the new ‘always be closing’.

5 Delightion
Delightion* means making people
happy before, during, and, after they
become customers. Customer
satisfaction is old-school, customer
delightion is the way of the future.
*you’ll see it in the dictionary one day.

Your customers are not ...
Twitter handles
Email addresses
Page views
Open rates

Your customers are ...
Parents
Impatient
Ambitious
Gardeners
Best Friends

Now, I have a favor to ask…

Next time you write an email

Next time you write a blog post

Next time you write a tweet

Next time you write a subject line

Next time you write a presentation

Put on your
human hat.

Thank you.
Want to learn more about
marketing to humans?
Check out this guide to lovable marketing.