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Ethan Beute is a Principal Brand Marketing Strategist at Zillow, co-author of Rehumanize Your Business and Human-Centered Communication, and a former Chief Evangelist at BombBomb with over a decade of experience building human-centered communication practices at scale.
In this episode, he explains why brands keep defaulting to the top of the funnel instead of fixing the experience underneath it and what it actually takes to make a post-click experience feel human in a world increasingly filled with synthetic content.
You will hear:
- Why viability and feasibility almost always crowd out desirability, and what gets lost when that happens
- How qualitative research and quantitative data each reveal things the other can't, and why you need both
- Why high-consideration categories like real estate and financial services demand a fundamentally different post-click approach
Learn how to build the kind of trust that drives repeat business, referrals, and word-of-mouth that never shows up in your attribution data.
=== Connect with Ethan:
- LinkedIn: https://www.linkedin.com/in/ethanbeute/
- Website: https://ethanbeute.com/
=== Resources:
- Rehumanize Your Business by Ethan Beute and Stephen Pacinelli: https://www.amazon.com/Rehumanize-Your-Business-Accelerate-Experience/dp/1119576261
- Human-Centered Communication by Ethan Beute and Stephen Pacinelli: https://www.amazon.com/Human-Centered-Communication-Business-Against-Pollution/dp/1639080007
=== About the Everything Clicks podcast:
Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.
📣 Subscribe now for more insights on creating digital experiences that convert.
📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/
🌐 Smart Panda Labs: www.smartpandalabs.com
