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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.
The Future of Marketing

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The Future of Marketing

Editor's Notes

  1. Dharmesh: Took out the “is…” because the next slide doesn’t answer the question.
  2. Dharmesh: Changed to “but first this…”
  3. Baby in clown suit
  4. Dharmesh: Changed to “is about being” (instead of using the word “lies”).
  5. Dharmesh: Changed to “this includes marketers” (
  6. Dharmesh: Fixed typo to read: “wind in sails”
  7. Dharmesh: I would take one more run at these 5 points and reduce the volume of text. People don’t like to read.
  8. Dharmesh: I like this and the next slide. Lets keep them in.
  9. 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
  10. 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.
  11. Dharmesh: Changed Slideshare to a presentation (more generic, and not trademarked).
  12. 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.