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, regar...
human nature
1. The general psychological characteristics, feelings,

hu·man na·ture
behavioral traits of humankind, regar...
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,...
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?”...
4

Nurture Your Relationships

As marketers, we need to offer our prospects support every
step of the way with the right co...
5 Delightion
Delightion* means making people
happy before, during, and, after they
become customers. Customer
satisfaction...
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.
The Future of Marketing
The Future of Marketing
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The Future of Marketing

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The future of marketing is about being human, because humans don't remember the pitch, they remember the experience. We've got to stop thinking like marketers and start acting like humans to delight our prospects and customers at every touch point. Let's put on our human hats and create an experience worth writing home about.

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  • Dharmesh: Took out the “is…” because the next slide doesn’t answer the question.
  • Dharmesh: Changed to “but first this…”
  • Baby in clown suit
  • Dharmesh: Changed to “is about being” (instead of using the word “lies”).
  • Dharmesh: Changed to “this includes marketers” (
  • Dharmesh: Fixed typo to read: “wind in sails”
  • Dharmesh: I would take one more run at these 5 points and reduce the volume of text. People don’t like to read.
  • Dharmesh: I like this and the next slide. Lets keep them in.
  • Dharmesh: Lets shorten the list to maybe 5, and use all gender-neutral ones. I also like the “spread” of different kinds of adjectives. I’m thinking: parents, gardeners, ambitious, impatient
  • Dharmesh: Fixed typo (an email). Quick tactical note: For these slides, better to use a single text box and just change the font/size for the word you want to highlight (instead of having two separate boxes). Easier to edit text, and less likely to get messed up on different monitors.
  • Dharmesh: Changed Slideshare to a presentation (more generic, and not trademarked).
  • Dharmesh: Lets put a link in to a specific follow-up resource (not sure what it should be). We should also use a bit.ly link for it, so we can track clicks.
  • Transcript of "The Future of Marketing"

    1. 1. THE FUTURE OF marketing as foretold by Dharmesh Shah @dharmesh #FutureOf
    2. 2. “It has become appallingly obvious that our technology has exceeded our humanity.”-Albert Einstein
    3. 3. He said that even BEFORE all of this existed…
    4. 4. Turns out, he was a genius. (Even beyond that whole relativity thing).
    5. 5. Today, it wouldn’t take a theoretical physicist to tell us that most marketing is PRACTICALLY USESLESS.
    6. 6. Now, we can just check our email
    7. 7. Now, we can just check our phone
    8. 8. Now, we can just check our television
    9. 9. Now, we can just check our mailbox
    10. 10. *Did you know that 100% of people hate spam? *Sort of a fact.
    11. 11. Come on friends, we’re better than that.
    12. 12. I think I have the SECRET but first this…
    13. 13. commercial break!
    14. 14. just kidding
    15. 15. The future of marketing isn’t a race…
    16. 16. ...to be the flashiest.
    17. 17. ...to be the loudest.
    18. 18. ...to finish first.
    19. 19. ...to spend the most money.
    20. 20. The future of marketing is about being HUMAN. Click to tweet
    21. 21. 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)
    22. 22. 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)
    23. 23. Humans don’t want a flyer. They want help going HIGHER.
    24. 24. They don’t want to be flooded with emails. They want wind in their sails.
    25. 25. See, humans don’t remember the PITCH.
    26. 26. They remember the experience.
    27. 27. Every touch point matters. From the first blog post they read, to the last support call they make.
    28. 28. If marketing is even going to have a future. It needs to be about helping humans.
    29. 29. Here are 5 tips to help keep your marketing human.
    30. 30. 1 People, not prospects. Prospects are people first, business opportunities second. Email, call, and tweet accordingly.
    31. 31. 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.
    32. 32. 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.
    33. 33. 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’.
    34. 34. 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.
    35. 35. Your customers are not ... Twitter handles Email addresses Page views Open rates
    36. 36. Your customers are ... Parents Impatient Ambitious Gardeners Best Friends
    37. 37. Now, I have a favor to ask…
    38. 38. Next time you write an email
    39. 39. Next time you write a blog post
    40. 40. Next time you write a tweet
    41. 41. Next time you write a subject line
    42. 42. Next time you write a presentation
    43. 43. Put on your human hat.
    44. 44. Thank you. Want to learn more about marketing to humans? Check out this guide to lovable marketing.
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