This document outlines 10 steps for making marketing more human-centered. It advocates for empowering employees, promoting employees as experts, focusing less on self-promotion and more on customers, looking for genuine connections over fans, working hard, using customer data to personalize experiences, acts of kindness, asking questions to listen to customers, sharing personal stories, and making it easy for customers to contact the company directly. Each step provides an example of a company that exemplifies that principle such as JetBlue's employee empowerment policies and Amazon's personalized homepage. The overall message is that combining marketing automation with human interactions leads to better customer experiences and business outcomes.

1. 10 steps towards
MORE HUMAN MARKETING
BYEBYE,MARKETING
AUTOMATION,
HELLOHUMANS!

2. Find the human in the technology. The currency
marketers trade in has not changed even if the
methods have. Emotion is what we exchange
«
»
SIMON MAINWARING

3. WE’RE NOT SAYING YOU SHOULD GIVE UP
ON MARKETING AUTOMATION ALL TOGETHER

4. WE’RE NOT SAYING YOU SHOULD GIVE UP
ON MARKETING AUTOMATION ALL TOGETHER
HUMAN INTERACTION
JUST DON’T GIVE UP ON

5. MARKETING AUTOMATION IS GREAT

6. MARKETING AUTOMATION IS GREAT
It drives a
14,5% INCREASE
in sales productivity

7. MARKETING AUTOMATION IS GREAT
It drives a
14,5% INCREASE
in sales productivity
It can bring in
4 TIMES MORE
qualified leads

8. MARKETING AUTOMATION IS GREAT
It drives a
14,5% INCREASE
in sales productivity
It can bring in
4 TIMES MORE
qualified leads
It can generate
50% MORE
sale-ready leads

9. THE EXPEDIA CRUISE SHIP CENTERS EXAMPLE
CLICK HERE TO SEE FULL CASE STUDY
BUT IT WORKS EVEN BETTER WITH
HUMAN INTERACTION

10. THE EXPEDIA CRUISE SHIP CENTERS EXAMPLE
CLICK HERE TO SEE FULL CASE STUDY
BUT IT WORKS EVEN BETTER WITH
HUMAN INTERACTION
WHAT THEY DID
Had travel agents
call people after
they opened their
latest emailing
campaign

11. THE EXPEDIA CRUISE SHIP CENTERS EXAMPLE
CLICK HERE TO SEE FULL CASE STUDY
BUT IT WORKS EVEN BETTER WITH
HUMAN INTERACTION
WHAT THEY DID
Had travel agents
call people after
they opened their
latest emailing
campaign
the results
81% increase in
booked cruises
compared to
previous year

12. AND YOU EARN A LOT MORE
THE SCi SALES group study
CLICK HERE TO SEE ARTICLE

13. AND YOU EARN A LOT MORE
THE SCi SALES group study
CLICK HERE TO SEE ARTICLE
68% of buyers
talked to a sales
person before
making their last 3
purchasing
decisions

14. AND YOU EARN A LOT MORE
THE SCi SALES group study
CLICK HERE TO SEE ARTICLE
68% of buyers
talked to a sales
person before
making their last 3
purchasing
decisions
The average order
value with human
interaction was
£68,032 and it
dropped to only
£1,018 without

15. YOUR MARKETING MORE HUMAN
IT’S NOW TIME TO START MAKING
(This guide contains general guidelines and one practical example
for each step of the process. ENJOY!)

16. 1 EMPOWER YOUR EMPLOYEES
They’re the one making your
brand human

17. 1 EMPOWER YOUR EMPLOYEES
They’re the one making your
brand human
Only use scripts for learning purposes

18. 1 EMPOWER YOUR EMPLOYEES
They’re the one making your
brand human
Only use scripts for learning purposes
Don’t let your policy kill all creativity

19. 1 EMPOWER YOUR EMPLOYEES
They’re the one making your
brand human
Only use scripts for learning purposes
Don’t let your policy kill all creativity
Create company values and guidelines instead

20. 1 EMPOWER YOUR EMPLOYEES
They’re the one making your
brand human
Only use scripts for learning purposes
Don’t let your policy kill all creativity
Create company values and guidelines instead
Let your employees be themselves, focus on hiring the right people

21. BY JETBLUE
A GREAT EXAMPLE OF EMPLOYEE EMPOWERMENT
Flight attendants can take almost any
decision as long as they can justify it on
the basis of one of the airline’s five core
values: Safety, Caring, Integrity, Fun or
Passion
THEIR POLICY
CLICK HERE TO READ ABOUT THE POLICY IN ACTION

22. 2 PROMOTE YOUR EMPLOYEES
100 employees accounts have a lot
more power than 1 branded account

23. 2 PROMOTE YOUR EMPLOYEES
100 employees accounts have a lot
more power than 1 branded account
Organize social media trainings

24. 2 PROMOTE YOUR EMPLOYEES
100 employees accounts have a lot
more power than 1 branded account
Organize social media trainings
Invite everyone to create content for your blog

25. 2 PROMOTE YOUR EMPLOYEES
100 employees accounts have a lot
more power than 1 branded account
Organize social media trainings
Invite everyone to create content for your blog
Put them in the spotlight (they are the authors not your brand)

26. 2 PROMOTE YOUR EMPLOYEES
100 employees accounts have a lot
more power than 1 branded account
Organize social media trainings
Invite everyone to create content for your blog
Put them in the spotlight (they are the authors not your brand)
Make them the face of your brand

27. BY HUBSPOT
PUTTING EMPLOYEES IN THE SPOTLIGHT
In all the content that they post, Hubspot put their
employees first. Employees are allowed to advertise
their own twitter on Slideshare presentations for
example.
WHAT THEY DO
CLICK HERE TO see a presentation on hubspot culture

28. 3 STOP TALKING ABOUT YOURSELF
For every post about yourself post
19 about others (Guy Kawasaki)

29. 3 STOP TALKING ABOUT YOURSELF
For every post about yourself post
19 about others (Guy Kawasaki)
Put your customers in the spotlight with case studies

30. 3 STOP TALKING ABOUT YOURSELF
For every post about yourself post
19 about others (Guy Kawasaki)
Put your customers in the spotlight with case studies
Always mention your sources (use via @username on twitter)

31. 3 STOP TALKING ABOUT YOURSELF
For every post about yourself post
19 about others (Guy Kawasaki)
Put your customers in the spotlight with case studies
Always mention your sources (use via @username on twitter)
Ask your readers what they want you to write about

32. 3 STOP TALKING ABOUT YOURSELF
For every post about yourself post
19 about others (Guy Kawasaki)
Put your customers in the spotlight with case studies
Always mention your sources (use via @username on twitter)
Ask your readers what they want you to write about
Use Facebook and Linkedin to create a conversation around your content

33. BY SHEP HYKEN
EXCELLENT TWITTER SHARING
He mentioned us as the authors which brought attention
to us. He twitted a part of the article showing he read it
and finally he answered our «thank you» tweet!
WHAT he did right
CLICK HERE TO go to shep’s twitter (and follow)

34. 4 LOOK FOR FRIENDS NOT FANS
If they like you, people will become
fans of your brands eventually

35. 4 LOOK FOR FRIENDS NOT FANS
If they like you, people will become
fans of your brands eventually
Look for conversations, not praises

36. 4 LOOK FOR FRIENDS NOT FANS
If they like you, people will become
fans of your brands eventually
Look for conversations, not praises
Reach out to people and try to find common interests

37. 4 LOOK FOR FRIENDS NOT FANS
If they like you, people will become
fans of your brands eventually
Look for conversations, not praises
Reach out to people and try to find common interests
Always create win-win situations

38. 4 LOOK FOR FRIENDS NOT FANS
If they like you, people will become
fans of your brands eventually
Look for conversations, not praises
Reach out to people and try to find common interests
Always create win-win situations
Nurture leads to turn them into long term customers

39. BY BRYAN HARRIS
THE «POSTER BOY» FORMULA
It’s how Bryan became friends with Noah Kagan from
AppSumo. And it got him featured in the AppSumo
newsletter, bringing huge valuable traffic to his site. And
all that without spending a dime (just a lot of time)
WHat is the «poster boy» formula?
CLICK HERE TO read about the «poster boy» formula

40. 5 BE READY TO WORK HARD
Nothing good comes easy as the
popular saying goes

41. 5 BE READY TO WORK HARD
Nothing good comes easy as the
popular saying goes
Do what your competitors are too lazy to do

42. 5 BE READY TO WORK HARD
Nothing good comes easy as the
popular saying goes
Do what your competitors are too lazy to do
Spend more time on each post / email / presentation

43. 5 BE READY TO WORK HARD
Nothing good comes easy as the
popular saying goes
Do what your competitors are too lazy to do
Spend more time on each post / email / presentation
Pay attention to little details

44. 5 BE READY TO WORK HARD
Nothing good comes easy as the
popular saying goes
Do what your competitors are too lazy to do
Spend more time on each post / email / presentation
Pay attention to little details
Ask for feedback and act on it

45. BY NEIL PATEL
WORKING HARD TO GET WHERE YOU WANT
We can’t all be as hard working as Neil Patel (he works all
day 7 days a week). But there’s something we can learn
from that: good results don’t come easy. If you want
success you have to stop going for the easy solution.
NEIL WORKS HARD AND IT WORKS!
CLICK HERE TO read about neil’s schedule

46. 6 USE DATA TO HELP CUSTOMERS
Stop storing data and start using it in
your customers’ interest

47. 6 USE DATA TO HELP CUSTOMERS
Stop storing data and start using it in
your customers’ interest
Look at customers data with a human point of view

48. 6 USE DATA TO HELP CUSTOMERS
Stop storing data and start using it in
your customers’ interest
Look at customers data with a human point of view
Use what you know to make marketing more personal

49. 6 USE DATA TO HELP CUSTOMERS
Stop storing data and start using it in
your customers’ interest
Look at customers data with a human point of view
Use what you know to make marketing more personal
It’s not about how many followers you have, it’s about interactions

50. 6 USE DATA TO HELP CUSTOMERS
Stop storing data and start using it in
your customers’ interest
Look at customers data with a human point of view
Use what you know to make marketing more personal
It’s not about how many followers you have, it’s about interactions
Craft a tailored experience for each customer

51. BY AMAZON
USING DATA FOR BETTER CUSTOMER EXPERIENCE
Go to Amazon’s Home Page, you’ll notice
how they make it all about YOU and not
about their «star» products. That’s a
good use of customers’ data!
personalized home page
CLICK HERE TO READ about the amazon shopping experience

52. 7 RANDOM ACTS OF KINDNESS
A simple act of kindness can
sometimes bring huge results

53. 7 RANDOM ACTS OF KINDNESS
A simple act of kindness can
sometimes bring huge results
Give out random relevant discounts to returning customers

54. 7 RANDOM ACTS OF KINDNESS
A simple act of kindness can
sometimes bring huge results
Give out random relevant discounts to returning customers
Allow employees to make exceptions to your usual rules

55. 7 RANDOM ACTS OF KINDNESS
A simple act of kindness can
sometimes bring huge results
Give out random relevant discounts to returning customers
Allow employees to make exceptions to your usual rules
Show customers your human side

56. 7 RANDOM ACTS OF KINDNESS
A simple act of kindness can
sometimes bring huge results
Give out random relevant discounts to returning customers
Allow employees to make exceptions to your usual rules
Show customers your human side
Don’t just fix problems, go beyond to provide exceptional service

57. BY ZAPPOS
SPREADING CUSTOMER HAPPINESS
A Zappos customer failed to send shoes
she wanted to return because her mom
passed away. Not only Zappos sent UPS
to pick-up the shoes but also sent the
customer flowers
THEY SENT FLOWERS TO A CUSTOMER!
CLICK HERE TO READ the whole story

58. 8 ASK MORE QUESTIONS
The best way to get someone’s
attention is by showing you’re listening

59. 8 ASK MORE QUESTIONS
The best way to get someone’s
attention is by showing you’re listening
Ask people why they need your product

60. 8 ASK MORE QUESTIONS
The best way to get someone’s
attention is by showing you’re listening
Ask people why they need your product
Write articles to answer your clients’ questions

61. 8 ASK MORE QUESTIONS
The best way to get someone’s
attention is by showing you’re listening
Ask people why they need your product
Write articles to answer your clients’ questions
Let your audience speak for you

62. 8 ASK MORE QUESTIONS
The best way to get someone’s
attention is by showing you’re listening
Ask people why they need your product
Write articles to answer your clients’ questions
Let your audience speak for you
Listen to the answer and don’t make it all about you

63. BY APP SUMO
ASKING FOR FEEDBACK
App Sumo doesn’t only ask you if you are happy, or sad,
they mainly use customer feedback to sell their
products. Actually the comments under the products
they offer is worth 100 descriptions.
Asking customers how they feel
CLICK HERE TO SEE WHAT I’M TALKING ABOUT

64. 9 TELL YOUR STORY
Emotion is the key! Nothing gets
shared like personal stories

65. 9 TELL YOUR STORY
Emotion is the key! Nothing gets
shared like personal stories
Don’t be afraid to be vulnerable

66. 9 TELL YOUR STORY
Emotion is the key! Nothing gets
shared like personal stories
Don’t be afraid to be vulnerable
Be transparent, share your experience (failure and success)

67. 9 TELL YOUR STORY
Emotion is the key! Nothing gets
shared like personal stories
Don’t be afraid to be vulnerable
Be transparent, share your experience (failure and success)
Don’t use too many technical words

68. 9 TELL YOUR STORY
Emotion is the key! Nothing gets
shared like personal stories
Don’t be afraid to be vulnerable
Be transparent, share your experience (failure and success)
Don’t use too many technical words
Let customers know you’re just like them

69. BY BUFFER
SHARE YOUR FAILURES TO HELP OTHERS
Buffer recently published an article
about how they got rejected from Y
Combinator. The key is not to be
ashamed of failures, but share them so
your readers can learn from them. Lots
of famous entrepreneurs have failed.
HELP OTHERS LEARN FROM YOUR FAILURES
CLICK HERE TO READ BUFFER’S REJECTION STORY

70. 10 Make it easy to talk to you
Never underestimate the power of one-
on-one conversation

71. 10 Make it easy to talk to you
Never underestimate the power of one-
on-one conversation
Offer several ways to reach you (email, video chat, phone...)

72. 10 Make it easy to talk to you
Never underestimate the power of one-
on-one conversation
Offer several ways to reach you (email, video chat, phone...)
Never send emails from no-reply addresses

73. 10 Make it easy to talk to you
Never underestimate the power of one-
on-one conversation
Offer several ways to reach you (email, video chat, phone...)
Never send emails from no-reply addresses
Don’t use too many «scripted» answers

74. 10 Make it easy to talk to you
Never underestimate the power of one-
on-one conversation
Offer several ways to reach you (email, video chat, phone...)
Never send emails from no-reply addresses
Don’t use too many «scripted» answers
Reach out to website visitors before they even come to you

75. BY AMAZON KINDLE
MAKE IT SUPER EASY TO REACH YOU
Last december, Amazon added a feature
to its Kindle device: an instant video chat
support button. Customers can now
reach a consultant at any time by
simply clicking a button on their device.
THE KINDLE MAYDAY VIDEO CHAT BUTTON
CLICK HERE TO READ more about mayday

76. WITH LIVE VIDEO CHAT
WE CAN HELP YOU MAKE MARKETING HUMAN
1 EMPOWER YOUR EMPLOYEES WITH BODY LANGUAGE TRAINING
2 PROMOTE YOUR EMPLOYEES BY ADVERTISING THEM AS «EXPERTS»
3 STOP TALKING ABOUT YOURSELF AND USE VIDEO TO GET FEEDBACK
4 LOOK FOR FRIENDS NOT FANS BY HAVING ONE-ON-ONE CONVERSATIONS

77. 5 BE READY TO WORK HARD FOR QUALITY CUSTOMER SERVICE
6 USE DATA TO HELP CUSTOMERS BY WRITING TAILORED CHAT INVITATIONS
7 RANDOM ACTS OF KINDNESS
8 ASK MORE QUESTIONS AND DON’T GIVE SCRIPTED ANSWERS
9 TELL YOUR STORY BY TAKING CLIENTS BEHIND THE SCENE
10 MAKE IT EASY TO TALK TO YOU WITH REAL-TIME COMMUNICATION
SEND DISCOUNTS TO RETURNING CLIENTS

78. TOGETHER!
LET’S START BUILDING THE MARKETING OF THE FUTURE
LET’S DO THIS
Listen to your customers’ voice
and increase your online sales

79. http://customericare.com
Follow us on Twitter: @customericare
SUBSCRIBE TO OUR NEWSLETTER
Thank you!
Aurelie Chazal
Marketing Manager at Customericare