Human connection is at the heart of marketing success

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selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-wrapper-active'); }, 1); }, 10); } function modularNavHandleOnClikSub(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-wrapper-active'); }, 1); }, 10); } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } } function modularNavHandleOnClikSubThird(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-third-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-third-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-third-wrapper-active'); }, 1); }, 10); } } for (let i = 0; i < topNav.length; i++) { const thisModNav = topNav[i]; const thisModNavWrapper= document.createElement('div'); thisModNavWrapper.classList.add('modular-navigation-wrapper'); if (thisModNav.itemList) { const thisModNavMain = document.createElement('div'); thisModNavMain.classList.add('modular-navigation-main'); thisModNavMain.classList.add('modular-navigation-main-width-list'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); thisModNavMain.addEventListener('mouseenter', modularNavHandleOnClik); const thisModItemWrapper = document.createElement('div'); thisModItemWrapper.classList.add('modular-navigation-item-wrapper'); for (var b = 0; b < thisModNav.itemList.length; b++) { const thisModItem = thisModNav.itemList[b]; if (thisModItem.itemList) { } if (!thisModItem.url && !thisModItem.itemList) continue; const thisModNavItem = thisModItem.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItem.classList.add('modular-navigation-item'); thisModNavItem.classList.add('modular-navigation-item-list-wrapper'); if (thisModItem.class) thisModNavItem.classList.add(thisModItem.class); if (thisModItem.url) thisModNavItem.setAttribute('href', thisModItem.url); if (thisModItem.target) thisModNavItem.setAttribute('target', thisModItem.target); const thisModNavHtext = document.createElement('h5'); thisModNavHtext.textContent = thisModItem.name ? thisModItem.name : ''; thisModNavItem.appendChild(thisModNavHtext); if (thisModItem.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItem.desc; thisModNavItem.appendChild(thisModNavPtext); } if (thisModItem.itemList) { const thisModNavItemSubWrapper = document.createElement('div'); thisModNavItemSubWrapper.classList.add('modular-navigation-item-sub-wrapper'); for (let d = 0; d < thisModItem.itemList.length; d++) { const thisModItemSub = thisModItem.itemList[d]; const thisModNavItemSub = thisModItemSub.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItemSub.classList.add('modular-navigation-item-third'); thisModNavItemSub.classList.add('modular-navigation-item'); if (thisModItemSub.class) thisModNavItemSub.classList.add(thisModItemSub.class); if (thisModItemSub.url) thisModNavItemSub.setAttribute('href', thisModItemSub.url); if (thisModItemSub.target) thisModNavItemSub.setAttribute('target', thisModItemSub.target); const thisModNavHtext = document.createElement('h6'); thisModNavHtext.textContent = thisModItemSub.name ? thisModItemSub.name : ''; thisModNavItemSub.appendChild(thisModNavHtext); if (thisModItemSub.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItemSub.desc; thisModNavItemSub.appendChild(thisModNavPtext); } thisModNavItemSubWrapper.appendChild(thisModNavItemSub); } thisModNavItem.appendChild(thisModNavItemSubWrapper); } thisModItemWrapper.appendChild(thisModNavItem); } thisModNavWrapper.appendChild(thisModItemWrapper); } else { const thisModNavMain = document.createElement('a'); thisModNavMain.classList.add('modular-navigation-main'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.setAttribute('href', thisModNav.url); if (thisModNav.target) thisModNavMain.setAttribute('target', thisModNav.target); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); } getModularNavigation.appendChild(thisModNavWrapper); } const getModularNavMobile = document.querySelector('.nav-mobile-modular'); const thisModNavClose = document.createElement('div'); thisModNavClose.classList.add('modular-navigation-close'); thisModNavClose.innerHTML = '<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg>'; getModularNavigation.appendChild(thisModNavClose); thisModNavClose.addEventListener('click', function() { getModularNavigation.classList.remove('modular-navigation-visible'); }); getModularNavMobile.addEventListener('click', function() { getModularNavigation.classList.add('modular-navigation-visible'); }); } if (document.querySelector('.nav-jobs a')) document.querySelector('.nav-jobs a').setAttribute('target', '_blank'); if (document.querySelector('.nav-pmm-q-a a')) document.querySelector('.nav-pmm-q-a a').setAttribute('target', '_blank'); </script> </div> <div class="search-results"> <div class="search-results-close"> x close </div> <div id="search-field-wrapper"> <form> <input id="search-field" class="st-default-search-input" placeholder="Start typing..."/> </form> </div> 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c-8.88,3.45-22.22,7.55-46.78,8.67c-26.56,1.21-34.53,1.47-101.8,1.47s-75.24-0.26-101.8-1.47c-24.56-1.12-37.9-5.22-46.78-8.67 c-11.76-4.57-20.15-10.03-28.97-18.84c-8.82-8.82-14.28-17.21-18.84-28.97c-3.45-8.88-7.55-22.22-8.67-46.78 c-1.21-26.56-1.47-34.53-1.47-101.8s0.26-75.23,1.47-101.8c1.12-24.56,5.22-37.9,8.67-46.78c4.57-11.76,10.03-20.15,18.84-28.97 c8.82-8.82,17.21-14.28,28.97-18.84c8.88-3.45,22.22-7.55,46.78-8.67C180.77,49.73,188.73,49.47,256,49.47 M256,4.08 c-68.42,0-77,0.29-103.87,1.52c-26.81,1.22-45.13,5.48-61.15,11.71c-16.57,6.44-30.62,15.05-44.62,29.06 C32.36,60.37,23.74,74.42,17.3,90.98c-6.23,16.02-10.49,34.34-11.71,61.15C4.37,179,4.08,187.58,4.08,256 c0,68.42,0.29,77,1.52,103.87c1.22,26.81,5.48,45.13,11.71,61.15c6.44,16.57,15.05,30.62,29.06,44.62 c14.01,14.01,28.05,22.62,44.62,29.06c16.02,6.23,34.34,10.49,61.15,11.71c26.87,1.23,35.45,1.52,103.87,1.52s77-0.29,103.87-1.52 c26.81-1.22,45.13-5.48,61.15-11.71c16.57-6.44,30.62-15.05,44.62-29.06c14.01-14.01,22.62-28.05,29.06-44.62 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58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg></a> <a href="https://feedly.com/i/subscription/feed/https://cmoalliance.io/rss/ " title="RSS" target="_blank" rel="noopener"><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24"><circle cx="6.18" cy="17.82" r="2.18"/><path d="M4 4.44v2.83c7.03 0 12.73 5.7 12.73 12.73h2.83c0-8.59-6.97-15.56-15.56-15.56zm0 5.66v2.83c3.9 0 7.07 3.17 7.07 7.07h2.83c0-5.47-4.43-9.9-9.9-9.9z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-leadership tag-team-management tag-consumer-insights tag-ai tag-tech "> <section class="post-full-content Leadership"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2024-02-15">15 February 2024</time> <span class="reading-time">7 min read</span> </section> <h1 class="post-full-title">Human connection is at the heart of marketing success</h1> <section class="post-full-meta"> <a href="/tag/leadership/">Leadership</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/sarah/"> <img class="author-profile-image" src="/content/images/size/w300/2024/02/Sarah-Roberts--Group-CMO-at-Boldyn-Networks.jpg" alt="Sarah Roberts" /> <section class="author-card-content"> <h4 class="author-card-name">Sarah Roberts</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> <div class="post-linkedin-wrapper"> <script src="https://platform.linkedin.com/in.js" type="text/javascript"> lang: en_US</script> <script type="IN/FollowCompany" data-id="71268213" data-counter="bottom"></script> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/02/human-connection-image.png);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>Are you truly understanding your customers? With the new year upon us, we'll hear predictions on several topics, including customer needs and how to market to them. However, it's arrogant to assume we know exactly what the customer wants. I've always believed, and learned through experience, that customers themselves tell you what they want. All you need to do is listen.</p><h2 id="marketing-has-to-be-business-to-human-b2h">Marketing has to be business-to-human (B2H)</h2><p><a href="https://www.cmoalliance.com/b2b-buyers-are-consumers-too/" rel="noreferrer">Human-centric marketing</a> has been around for a while but is often forgotten. The focus over the years has been on the B2B-B2C divide when it's simply not a binary choice. </p><p>Instead, taking a <a href="https://www.revenuemarketingalliance.com/from-b2b-to-b2h-building-customer-connection/?ref=cmoalliance.com" rel="noreferrer">business-to-human approach</a> will help us connect with our audiences as we continue to explore ways to engage them. We’re entering the year with world events that in many ways are divisive, so it’s more important than ever to be able to appeal to humanity to enable better communication for both brands and customers. </p><p>It is important to listen to your customers by talking to them. Find out what their pain points are, what solutions you can provide to satisfy those, and how you can tailor them to meet those needs. Then it’s about driving alignment between sales and marketing around the insights you learn. At the end of the day, your customer is a person, with wants, desires, and key motivations that need to align. </p><p>When the customer's needs align with your efforts, you can think about what that might mean for a wider group of customers. And indeed, how it might influence lead generation activity for a group of prospective customers.</p><p><strong><em>Prefer to listen? Check out Sarah's appearance on the CMO Convo podcast </em></strong>👇</p>  <iframe style="border-radius:12px" src="https://open.spotify.com/embed/episode/4l7KNlc5l3xy0MYQ9BbmpZ?utm_source=generator" width="100%" height="152" frameBorder="0" allowfullscreen="" allow="autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture" loading="lazy"></iframe>  <h2 id="ai-is-a-great-tool-but-it-doesn%E2%80%99t-replace-people-focused-marketing">AI is a great tool, but it doesn’t replace people-focused marketing</h2><p>Over the past year, AI has received a lot of attention, especially by the media which has generated some fears around it. The truth is <a href="https://www.cmoalliance.com/buzz-vs-reality-of-ai-for-b2b-marketing/" rel="noreferrer">less black and white</a>. As with any technological development, there are two sides to the coin – on the one hand, jobs will change and on the other, there will be more job opportunities and greater efficiency gains. </p><p>The really exciting thing for us, is that there are elements of marketing that AI can drive. AI can speed up some aspects of work, which means that we can free up the time of marketers to do more, learn more, think more, to grow and ultimately to connect better with their audiences. </p><p>Marketers can use artificial intelligence to better understand their customers, create enhanced customer experiences, and make smarter marketing decisions. </p><p>There are more opportunities with AI than not. And as marketers, we’ll need to expand our knowledge and bring new skills to push boundaries, that’s what I call innovation.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/can-ai-unlock-your-brands-humanity/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Can AI unlock your brand’s humanity?</div><div class="kg-bookmark-description">Having witnessed firsthand the profound shifts in the industry, I’ve come to realize that while AI holds transformative promise, the heart of marketing still lies in the people, their ideas, and their strategic thinking.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Jason Hemingway</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/2023/09/ai-robot-playing-piano.png" alt=""></div></a></figure><h2 id="connecting-on-a-human-level">Connecting on a human level</h2><p>As a CMO, being more human and human-centric is not limited to external audiences alone. It’s also about our people and our teams.</p><p>It’s important to <a href="https://www.cmoalliance.com/putting-people-at-the-heart-of-your-brand-story/" rel="noreferrer">keep people engaged and consistently tell our story</a>. If internally everyone understands our company purpose, we can all better listen and look after our customers.</p><p>To keep our teams engaged we need to create a work environment of empowerment and respect, that embraces kindness. Kindness I believe is one of those hidden gems that we rarely talk about. Kindness in the workplace should be something that we dial up a lot more. It doesn’t mean that we don’t challenge ourselves. It is about understanding that there’s another person at the other end of anything we do and make sure we bring that through.</p><p>In addition, the <a href="https://www.cmoalliance.com/why-we-need-to-amplify-diverse-voices-in-marketing/" rel="noreferrer">diversity of our teams</a> can play a critical role in the success of marketing. CMOs must create more diverse teams that can bring new thinking and ideas. As a business decision, if nothing else. It is more efficient to market to a diverse audience if you have people from diverse backgrounds and industries rather than a group of people who think in the same way. In a diverse environment, there is the potential to develop solutions effectively, by challenging each other's viewpoints.</p><p>The bottom line is that true marketing success can be achieved when two things work harmoniously. First, an internal team with diverse perspectives led by someone who equally values listening to them and believes in kindness. Second, a brand that listens to its customers and places them at the heart of all marketing activities. The result is a customer base who feel valued and connected to the business. And that is the power of human connection.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/when-ai-joins-the-team-how-cmos-should-approach-the-use-of-ai-in-marketing/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How should CMOs approach the use of AI in marketing?</div><div class="kg-bookmark-description">CMOs need to take an active approach to integrating AI into their workflows to keep up with the competition and deliver results in an uncertain economic environment.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Anne Hunter</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/size/w1200/2023/02/robot-and-human-hands--1-.jpg" alt=""></div></a></figure><h2 id="faqs">FAQs</h2>  <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "Why is human connection marketing important for B2B?", "acceptedAnswer": { "@type": "Answer", "text": "Human connection is vital in B2B marketing because business customers are still human at the end of the day. No matter how data-driven or technologically advanced B2B buying processes become, there are still people behind those decisions that have pains to be solved and desires to be met. As the excerpt explains, taking a \"business-to-human\" approach enables better communication both for brands and customers. By truly listening to customers, understanding their needs, and tailoring solutions specifically to satisfy those needs, brands can drive better alignment between their sales and marketing efforts. When a brand demonstrates that level of care and personalization, it builds trust and loyalty with customers over time. Ultimately, if B2B marketers lose sight of the human elements of their audience and fail to establish authentic connections, they will struggle to accurately target customer needs or motivate buying decisions. The foundation of marketing success, regardless of B2B or B2C, lies in appealing to universal human wants and motivations. The excerpt rightly points out that divisive world events make these human connections more important than ever for marketers to embrace." } },{ "@type": "Question", "name": "Why are people-based marketing teams important when we have AI?", "acceptedAnswer": { "@type": "Answer", "text": "While AI tools can enhance efficiency and provide useful customer insights, people are still essential in marketing teams to drive human connection. AI doesn't replace the need for marketers who can listen, understand, and connect with audiences on a personal level. AI can speed up analysis and optimize experiences, freeing up marketers to focus more on creative strategy, messaging, and relationship building. But the empathy, intuition, and innovation needed to truly engage consumers comes from people. Diverse teams and inclusive leadership that tap into different perspectives are key for identifying customer needs and shaping campaigns that resonate. Being \"more human and human-centric\" internally radiates externally to customers as well. AI insights mean little if not paired with the human skills to interpret what motivates and matters to real people. So while AI has an important role in the marketing mix, people-powered teams led with emotional intelligence and kindness are indispensable for establishing genuine bonds between a brand and its customers. Technological tools supplement but can never replace heartfelt human connections." } }] } </script>  <h3 id="q-why-is-human-connection-marketing-important-for-b2b">Q: Why is human connection marketing important for B2B?</h3><p>A: Human connection is vital in B2B marketing because business customers are still human at the end of the day. No matter how data-driven or technologically advanced B2B buying processes become, there are still people behind those decisions that have pains to be solved and desires to be met.</p><p>As the excerpt explains, taking a "business-to-human" approach enables better communication both for brands and customers. By truly listening to customers, understanding their needs, and tailoring solutions specifically to satisfy those needs, brands can drive better alignment between their sales and marketing efforts. When a brand demonstrates that level of care and personalization, it builds trust and loyalty with customers over time.</p><p>Ultimately, if B2B marketers lose sight of the human elements of their audience and fail to establish authentic connections, they will struggle to accurately target customer needs or motivate buying decisions. The foundation of marketing success, regardless of B2B or B2C, lies in appealing to universal human wants and motivations. The excerpt rightly points out that divisive world events make these human connections more important than ever for marketers to embrace.</p><h3 id="q-why-are-people-based-marketing-teams-important-when-we-have-ai">Q: Why are people-based marketing teams important when we have AI?</h3><p>A: While AI tools can enhance efficiency and provide useful customer insights, people are still essential in marketing teams to drive human connection. AI doesn't replace the need for marketers who can listen, understand, and connect with audiences on a personal level.</p><p>AI can speed up analysis and optimize experiences, freeing up marketers to focus more on creative strategy, messaging, and relationship building. But the empathy, intuition, and innovation needed to truly engage consumers comes from people. Diverse teams and inclusive leadership that tap into different perspectives are key for identifying customer needs and shaping campaigns that resonate.</p><p>Being "more human and human-centric" internally radiates externally to customers as well. AI insights mean little if not paired with the human skills to interpret what motivates and matters to real people. So while AI has an important role in the marketing mix, people-powered teams led with emotional intelligence and kindness are indispensable for establishing genuine bonds between a brand and its customers. Technological tools supplement but can never replace heartfelt human connections.</p><hr> </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1-.png" alt="CMO Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome sales enablement resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/#/portal/">Subscribe now</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1-.png" alt="CMO Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/sarah/"> <img class="author-profile-image" src="/content/images/size/w300/2024/02/Sarah-Roberts--Group-CMO-at-Boldyn-Networks.jpg" alt="Sarah Roberts" /> <section class="author-card-content"> <h4 class="author-card-name">Sarah Roberts</h4> <p>Bringing almost 20nyears experience to the table, Sarah is Boldyn Networks' Group CMO. Sarah led Boldyn’s major rebrand, bringing together six companies under one bold, and dynamic brand. </p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/leadership/">Leadership</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/why-is-diversity-important-in-the-workplace/"> <img class="post-card-image" src="/content/images/size/w800/2024/11/CMO_Website_Article_Images_Doodles--9-.png" alt="Why is diversity important in the workplace?" /> </a> 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