{"id":91767,"date":"2025-12-17T08:00:55","date_gmt":"2025-12-17T13:00:55","guid":{"rendered":"https:\/\/businessesgrow.com\/?p=91767"},"modified":"2025-12-16T08:22:20","modified_gmt":"2025-12-16T13:22:20","slug":"humane-marketing","status":"publish","type":"post","link":"https:\/\/businessesgrow.com\/2025\/12\/17\/humane-marketing\/","title":{"rendered":"The critical distinction between Human versus Humane marketing"},"content":{"rendered":"

\"humane<\/p>\n

As the Marketing Companion podcast approaches a pivotal transition, I wanted to take a moment to share some raw reflections on a topic that I\u2019ve skirted for most of my 13 years as host: the real, lasting value of relationships in our business\u2014and in our lives.<\/p>\n

The latest episode wasn\u2019t just another deep-dive on marketing tactics or the latest technological leaps. It was a refreshing, at times vulnerable, conversation with my dear friend and marketing powerhouse Mathew Sweezey<\/a>. Together, we explored what companionship and genuine connection really mean in marketing, and, more candidly, in my own journey.<\/p>\n

Although Mathew works for Monks<\/a>, named Ad Age magazine’s AI agency of the year, he is, and always has been, about the human relationship.<\/p>\n

You can hear the complete podcast episode here:<\/p>\n

Listen to Episode 330 of The Marketing Companion<\/strong><\/a><\/span><\/h3>\n

Why I Avoided This Topic<\/h2>\n

I\u2019ve never excelled at what people traditionally call \u201cnetworking.\u201d I tell stories about ducking out of cocktail parties packed with potential clients, all so I could have one meaningful dinner with an old friend. Frankly, I\u2019ve always preferred deep, one-on-one conversations over the shallow hustle of business-card exchanges, where people look over your shoulder hunting for the next \u201cimportant\u201d contact.<\/p>\n

Yet, time and again, friends (including Mathew) insist I\u2019m actually good at relationships. The irony? Maybe I just don\u2019t fit the conventional mold. My strongest connections often live far away, and for years I\u2019ve felt a nagging sense that I haven\u2019t done enough to build local, everyday friendships.<\/p>\n

But this show — and the heartfelt sentiment Mathew shared — made me realize the other side of this narrative. Whether sitting by a fire sipping bourbon with close friends after years on the speaking circuit, or watching the tight-knit nature of the RISE community<\/a>, it\u2019s become clear: relationships are not a numbers game. They\u2019re about depth, support, and showing up when it matters most.<\/p>\n

The Only True Competitive Advantage<\/h2>\n

We swapped stories about brands that exemplify the power of real human touch. [Matthew Sweezy](\/speakers\/B) described how the CEO of an ultralight backpacking brand personally answers gear questions on Reddit, creating passionate customer loyalty. He told another memorable story about a gear retailer whose staff reached out after a sock order\u2014not with a canned follow-up, but to genuinely ask, \u201cWhere are you headed on your next adventure?\u201d That\u2019s how you make a customer for life.<\/p>\n

The data backs it up. After Backcountry.com introduced their \u201cGearheads\u201d program\u2014dedicated, knowledgeable staff providing personal advice\u2014customer engagement and lifetime value soared by over 40%. The takeaway? In a world of AI, automation, and content velocity, the single thing your competitors truly cannot copy is how you treat people.<\/p>\n

The Future: Humane Marketing<\/h2>\n

As we discussed the implications of rapidly advancing AI, another nuance came into focus: the line between human marketing and humane marketing. Increasingly, customers (even those who are hesitant with technology) would rather get a fast, caring resolution from artificial intelligence than be stuck on hold with indifferent customer service. Our real goal as marketers, then, is to deliver the most humane experience<\/em> that solves problems kindly and efficiently, regardless of the source.<\/p>\n

There was a poignant moment in our conversation when I reflected on my path, shifting from building things to building people. Author Arthur C. Brooks<\/a> suggests that our greatest fulfillment later in life comes from nurturing, teaching, and mentoring. That\u2019s where I find meaning now, and what I hope to do more of post-podcast.<\/p>\n

Relationships, it turns out, have underpinned everything we\u2019ve built on this show, even when they didn\u2019t look like \u201cnetworking\u201d as the business world defines it. And if you\u2019re out there feeling like I am — not quite wired for the cocktail circuit, but still hungry for connection — take heart. Your quiet, consistent loyalty and willingness to show up matter deeply to the people it touches.<\/p>\n

\"Gen<\/p>\n

Please support our sponsors, who make this fantastic episode possible.<\/p>\n

\"BrevoThis episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.<\/p>\n

Now, any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customers to your main message. We are here to support businesses successfully navigating their digital presence to strengthen their customer relationships.<\/p>\n

Go to\u00a0https:\/\/www.brevo.com\/marketingcompanion<\/a>\u00a0to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo\u2019s Starter & Business plan!<\/p>\n

\"\"<\/p>\n

\"\"A recent Semrush study found that\u00a0AI search traffic is projected to surpass traditional search by 2028<\/strong>. That makes now the time to prepare your brand for the future of search.<\/p>\n

With\u00a0Semrush AI Search tools<\/strong><\/a>,<\/strong>\u00a0you will lead this transition.<\/p>\n