Uploaded March 2024 | Updated September 2026, 3 weeks ago
“All these moments, especially when there's data transfer or information transfer that suddenly feels to somebody like, 'I already did this.' Every time you lose those little moments, it eats away at your credibility, eats away at your brand experience,” says episode guest Kristen Habacht, CRO at Typeform.
A customer journey can be seen as a series of micro-moments, and every one of those has to have an engaging, human quality to it—or you risk losing the customer. Even if the rest of your campaign is flawless, that one moment—whether a phrase clearly written by AI or a request for information the person has already given—can kill the whole thing.
“You spend all this money and investment on brand, and then you drop somebody into some generic something,” says Kristen. “Make sure that whether it's your first half mile or your last half mile, there is never a gap where it suddenly feels like I got dropped into the 1990s website development form.”
RESOURCES
🔑Join the MarketingProfs community: mprofs.com/mptoday
👂Listen to the original podcast episode: marketingprofs.com/podcasts/2023/50181/how-b2b-marketers-can-create-human-like-interactions-in-an-increasingly-digital-world-kristen-habacht-on-marketing-smarts-podcast
🗞️B2B News: martech.org/thought-leadership-the-human-element-your-marketing-needs
📝From The MarketingProfs Blog:
🔹marketingprofs.com/articles/2021/45210/the-value-of-a-traditional-marketing-mindset-in-a-digital-world
🔹marketingprofs.com/articles/2023/49482/how-to-create-brand-persona-step-by-step
💡Community Spotlight: linkedin.com/posts/marketing-profs_mpb2b-b2b-marketing-activity-7158185404855181313-_j9-?utm_source=share&utm_medium=member_desktop
💡 AI for Marketers: marketingprofs.com/events/ai-for-digital-marketers/home/sa
“All these moments, especially when there's data transfer or information transfer that suddenly feels to somebody like, 'I already did this.' Every time you lose those little moments, it eats away at your credibility, eats away at your brand experience,” says episode guest Kristen Habacht, CRO at Typeform.
A customer journey can be seen as a series of micro-moments, and every one of those has to have an engaging, human quality to it—or you risk losing the customer. Even if the rest of your campaign is flawless, that one moment—whether a phrase clearly written by AI or a request for information the person has already given—can kill the whole thing.
“You spend all this money and investment on brand, and then you drop somebody into some generic something,” says Kristen. “Make sure that whether it's your first half mile or your last half mile, there is never a gap where it suddenly feels like I got dropped into the 1990s website development form.”
RESOURCES
🔑Join the MarketingProfs community: mprofs.com/mptoday
👂Listen to the original podcast episode: marketingprofs.com/podcasts/2023/50181/how-b2b-marketers-can-create-human-like-interactions-in-an-increasingly-digital-world-kristen-habacht-on-marketing-smarts-podcast
🗞️B2B News: martech.org/thought-leadership-the-human-element-your-marketing-needs
📝From The MarketingProfs Blog:
🔹marketingprofs.com/articles/2021/45210/the-value-of-a-traditional-marketing-mindset-in-a-digital-world
🔹marketingprofs.com/articles/2023/49482/how-to-create-brand-persona-step-by-step
💡Community Spotlight: linkedin.com/posts/marketing-profs_mpb2b-b2b-marketing-activity-7158185404855181313-_j9-?utm_source=share&utm_medium=member_desktop
💡 AI for Marketers: marketingprofs.com/events/ai-for-digital-marketers/home/sa
