Ep. 82: How to Stand Out in a Noisy Market Using Human-Centered Communication - Interview w/ Ethan Beute

How to Stand Out in a Noisy Market Using Human-Centered Communication

As markets continue to change and industries become more digitized, it is more important than ever before for companies to stand out in an environment that is inundated with noise. What should B2B marketers do to stop the “digital pollution” and be more uniquely positioned?

In this week’s episode, we have an insightful conversation with communications expert and author Ethan Beute (Chief Evangelist, BombBomb) about what he calls “the case against digital pollution”. Tune in as Ethan talks to us about how B2B marketers and their companies can rise above the rest, generate attention, build trust and relationships, and grow revenue through an approach he calls human-centered communication.

https://youtu.be/V1DEDGOrmEM

Topics discussed in this episode:

• Ethan explains the “human-centered communication” approach, and why it is so effective. [01:52]
• The causes and consequences of digital pollution [10:30], and what steps we can take to stop it. [17:59]
• Ethan shares some small steps that B2B marketers can take to rehumanize and break through the noise in the market. [31:50]
• The metrics that B2B marketers should pay attention to. [35:15]
• Ethan talks about why he believes the term “vanity metric” is overused. [41:45]

Companies & links mentioned in this episode:

• Ethan Beute  on LinkedIn 
• BombBomb
• The Human-Centered Communication Book 

Transcript

SPEAKERS

Christian Klepp, Ethan Beute

Christian Klepp  00:00

Welcome to B2B Marketers on a Mission, a podcast for B2B marketers that helps you to question the conventional, think differently, disrupt your industry, and take your marketing to new heights. Each week, we talk to B2B marketing experts who share inspirational stories, discuss our thoughts and trending topics, and provide useful marketing tips and recommendations. And now, here’s your host and co-founder of EINBLICK Consulting, Christian Klepp. All right, welcome, everyone, to this episode of the B2B Marketers on a Mission podcast where you get your weekly dose of B2B marketing insights. This is your host Christian Klepp. And today, I’m joined by someone who is on a mission to rehumanize your business through human centered communication. So coming to us from Colorado Springs, Colorado. Mr. Ethan Beute, welcome to the show, sir.

Ethan Beute  00:49

Thank you so much. Happy to be here. Enjoyed all of our conversations leading up to this recorded one, and I’m looking forward to this one too.

Christian Klepp  00:56

Likewise, Ethan, really looking forward to this discussion. And that will be for before continuum. Look what landed on my lap. Boom. (showing Ethan’s book)

Ethan Beute  01:04

Nice.

Christian Klepp  01:05

I would ask you for an autograph. But under the circumstances, you know, I’ll just show it to you. Ethan, let’s start this conversation with a topic that you’ve been passionately advocating for a year or so. And I mentioned it in the intro, rehumanizing your business through human centered communication. So just from what you’ve seen out there, you know, your own personal experience, especially with B2B Marketing, where did we go wrong? And how will this approach help us to improve our relationships with people, not just professionally, but personally as well?

Ethan Beute  01:41

Sure, I guess we’ll take it all the way back. So you blended two titles of two books that I’ve coauthored “rehumanize your business” and “human centered communication” in that setup, and so I’m gonna, I’m gonna go with “rehumanize your business” first, I think we’ve somehow normalized over the past 30 years, that we are perfectly comfortable and confident, relegating some of our most important and valuable messages to a form of communication that doesn’t differentiate us, doesn’t build trust and rapport and doesn’t communicate nearly as well as when we look each other in the eye, even if it&