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Bringing Humanity Back to Service, Sales, and Marketing

Bringing Humanity Back to Service, Sales, and Marketing

The thing I really like about my work is the ability to see the things that most of us are just too busy — or maybe distracted or biased — to see in order to bring people together for a greater purpose.

These are the wonderful words of Brian Solis, Head of Global Innovation at ServiceNow, keynote speaker, and 8x best-selling author, on what inspires him in his work.

It can be easy for anyone working in marketing, sales, or service to forget that real people are on the other side of every interaction, especially in a digital- and AI-first world. But Brian aims to bring humanity back into marketing.

“Technology can take humanity out of the equation,” he says when companies lean too heavily on tech stacks. As a result, we tend to focus too much on transactional metrics like clicks and open rates and conversions and sales instead of trying to build relationships.

“Once you know more about the people you’re trying to reach,” he says, “the sales or the nurturing or the conversations will happen.”

A practicing futurist and digital anthropologist, Brian believes that AI allows marketers to get closer to people.

“Somewhere along the way, we confused technology with transactions,” he says. Sales, marketing, and service executives should approach AI by thinking about how they want customers to feel rather than what they want customers to do.

“If you think differently about technology as investing in relationships and meaningful outcomes,” he says, you’ll get exponential returns.

On this episode of Be a Marketer, Brian and host Dave Charest, Director of SMB Success at Constant Contact, discuss how business owners, founders, and Fortune 500 executives can put people back in the equation in their digital marketing and AI use.

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