Human-Centered Marketing - by Ashley Faus

About the Book

Transform your marketing strategy to place the audience front and center, building trust with consumers, developing brand awareness and driving sales.

Book Synopsis

With the rise of AI, excess of distribution channels, and focus on tracking every touchpoint in order to drive revenue, consumer trust is at an all-time low. To restore trust, brands need to create delightful, seamless, and impactful journeys to connect with the humans behind the screen.

Human-Centered Marketing introduces three frameworks to help mid-senior-level marketers find, connect with, and convert audiences. The book helps you map an audience journey that behaves like a playground instead of a linear funnel, evolve the approach to social media to go beyond conversations and instead facilitate and engage with the community and build thought leaders, to build trust and move your audience into the future.

Each chapter includes practical advice to help seasoned marketers shift their strategy and offers tactical implementation recommendations. All chapters include real-world examples from companies like Adobe, Hubspot, and Edelman to demonstrate that this shift from the standard playbook actually works.

Review Quotes

"Enterprises love the idea of transformation, but do they have the execution chops? Often, the answer is no. Ashley's proven mix of actionable marketing frameworks plus slide-ready metrics are spot-on for today's big, complex organizations."-- "Heike Young, Head of Content & Integrated Marketing, Microsoft"

"All effective marketing is human-centered. While we're busy being distracted with shortcuts, Faus helps us refocus on what matters."-- "Seth Godin, Author "This is Marketing""

"As a CMO operating in an era of declining trust, very few marketing books offer practical insights into how company brands can build trust by tapping into the human element and the person-to-person connection. Ashley's book provides a unique collection of rich frameworks and real-world case studies that show brands how to keep humans at the center of their marketing."-- "Kerry-Ann Betton Stimpson, CMO and Forbes Communications Council Member"

"Business transformation doesn't happen through finger-pointing, it happens in teams, with the right frameworks. In this book, Ashley shares powerful, practical frameworks to drive clarity, alignment, and trust-turning your team into a high-performing go-to-market powerhouse."-- "Sangram Vajre, Terminus and former CMO of Pardot and WSJ best-selling author"

"Most of the go-to playbooks are outdated, but it's hard to find a replacement for stale marketing practices. Ashley constructed a powerful new set of frameworks, along with practical advice and real-world examples. Human-Centered Marketing brings us back to what actually matters: the people behind the screen."-- "Nancy Duarte, best-selling author and CEO of Duarte, Inc."

"The frameworks Ashley shares are a game-changer for PMMs, especially those working at the enterprise level. Her playground mindset challenges outdated funnel thinking, encouraging PMMs to embrace a more holistic approach to channels and thought leadership. These insights are not just innovative but essential for anyone looking to elevate their impact in Product Marketing."-- "Mary Sheehan, author of The Pocket Guide to Product Launches"

"This isn't just another marketing book - it's a much-needed wake-up call. Ashley challenges outdated norms and introduces frameworks that make human connection the cornerstone of marketing. Human-Centered Marketing is THE blueprint to meaningful engagement and measurable results. In a world of AI, may we all be more human-centered!"-- "Hattie the PMM, Founder of productmarketers.com"

"Trust is under siege from nearly every angle. Yet marketers like you and me want (need!) to build trust with our audiences. The question is... How? Ashley draws you a map."-- "Ann Handley, best-selling author and Chief Content Officer, MarketingProfs"

"When I need marketing advice, Ashley is one of my top people to go to. In 'Human-Centered Marketing, ' Ashley Faus has masterfully captured the evolution of modern marketing. Her insights challenge outdated funnel-driven approaches, replacing them with trust-based, audience-first frameworks that align with how people actually engage today. This book is a must-read for any marketer looking to build long-term relationships and brand credibility in the AI era."-- "Morgan J. Ingram, Founder and CEO, AMP Creative"

About the Author

Ashley Faus is Head of Lifecycle Marketing, Portfolio at Atlassian. Based in San Francisco, CA, her work has been featured in TIME, Forbes, Content Marketing Institute and The Journal of Brand Strategy. As a speaker she's shared insights with audiences at conferences including DigiMarCon, Digital Summit, INBOUND and MarketingProfs B2B Forum. She has been awarded as one of the Top 100 Product Marketing Mentors 2024, 50 Top B2B Marketing Influencers, Experts and Speakers to Follow 2022 and 2023 and 50 Marchitects to Follow 2022.