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SearchChat Podcast: Making Companies More Human with guest Mark Schaefer

In this week’s episode of SearchChat, we interview Mark Schaefer, co-host of Marketing Companion Podcast, on what it means to make companies more human. What does he reveal? That the needs and expectations of our customers are seriously far off from where companies think they are. 

We don’t have the needed emotional connection to customers. The current trend is automation with no human relationships. Instead, we need to use technology to connect in a deeper way that is sensitive to the needs, time and privacy of our customers. For B2B, this is even more important: we tend to forget that people are people, not just “business buyers.” 

Mark discusses how going out and personally talking to customers and asking for feedback gave him insights to save his company he would never have discovered through a social dashboard. 

Lastly, we discuss what companies need to do to engage in consensual marketing. We’re all business people, but we’re also all customers. We know what we like, and when we’re being abused. Our world is full of millions of people with ad blockers, and they are sending a message. Join the rebellion. Let’s look at the consumer world today and get ahead of it. 

Mark Schaefer is the co-host of the Marketing Companion podcast, a consultant, an educator at Rutgers Business School, and the author of more than 6 best selling marketing books, including Known, the handbook for building and unleashing your personal brand in the digital age, and The Content Code: 6 essential strategies to ignite your content, your marketing and your business. His latest book is Marketing Rebellion: The Most Human Company Wins.

0:00 Intro

1:10 Mark’s introduction

2:35 Making companies more human

6:05 How can companies shift the mindset towards providing what customers actually want?

9:40 Listening to customers can change everything

14:00 What does this mean for B2B companies?

16:55 Consensual marketing

22:45 Outro

SearchChat is available on

Search Chat is SoloSegment’s podcast dedicated to all things search AI and content marketing related. Who is SoloSegment? We’re a technology company focused on site search analytics and AI driven content discovery to improve search results, increase customer satisfaction and unlock revenue for your company. If you think we might have the answer to your conversion problems, feel free to connect with us.

Tim Peter

Tim Peter built his first website in 1995 and loves that he still gets to do that every day. Tim has spent almost two decades figuring out where customers are, how they interact with brands online, and delivering those customers to his clients’ front door. These efforts have generated billions of dollars in revenue and reduced costs.

Tim works with client organizations to build effective teams focused on converting browsers to buyers and building their brand and business. He helps those companies discover how marketing, technology, and analytics tie together to drive business results. He doesn't get excited because of the toys or tech. He gets excited because of what it all means for the bottom line.

An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. He is a member of the Search Engine Marketers Professional Organization (SEMPO), HSMAI, and the Digital Analytics Association.

Tim currently serves as Senior Advisor at SoloSegment, a marketing technology company that uses machine learning and natural language processing to improve engagement and conversion for large enterprise, B2B companies.

Tim Peter’s recent client work covers a wide range of digital marketing activities including developing digital and mobile marketing strategies, creating digital product roadmaps, assessing organizational capabilities, and conducting vendor evaluations for diverse clients including major hospitality companies, real estate brands, SaaS providers, and marketing agencies.

Prior to launching Tim Peter & Associates, LLC, a full-service e-commerce and internet marketing consulting firm in early 2011, he worked with the world’s largest hotel franchisor, the world’s premier independent luxury hotel representation firm, and a major financial services firm, developing various award-winning products and services for his customers. Tim can be reached at or by phone at 201-305-0055.

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