7 days ago

102: The Relationship Economy is Here with Peter Lisoskie

Ready for the Relationship Economy Revolution?

Peter Lisoskie, founder of Relatable and tech innovator, shares how the relationship economy revolutionizes how businesses connect with their customers. With a rich background that includes leadership roles at Nike and Hewlett-Packard and an impressive 18 patents, Peter shares insights that redefine marketing strategies.

Relatable, Peter’s latest innovation, is an interactive video platform that prioritizes trust and personalization over traditional lead generation. It empowers businesses to create tailored experiences, giving customers the freedom to explore their journey and build meaningful relationships with brands.

Peter also explains the five major online behavioral shifts, such as the decline of one-size-fits-all marketing and the rise of interactive, community-driven experiences. He discusses how businesses can adapt by focusing on demand generation, trust-building, and creating authentic human-to-human connections.

This episode of The Marketing Umbrella Podcast is packed with valuable advice for marketing agencies, small business owners, and anyone looking to adapt to the changing marketing landscape. Peter’s expertise and innovative ideas will inspire you to rethink your approach and embrace the future of marketing in the relationship economy.

Here are the key takeaways from the conversation:

  • Behavioral Shifts in Marketing:
      • Focus on creating personalized, interactive experiences that align with the consumer's journey, building trust and engagement rather than relying on transactional interactions.
      • Modern buyers avoid direct sales contact and prefer self-directed research, making traditional cold outreach increasingly ineffective.
      • People now demand tailored, relevant content rather than one-size-fits-all solutions.

    • Category Design: Companies must develop a distinct founder brand rather than a faceless corporate identity to build trust and relationships with modern consumers.

    • Shifting to Relationship Economy: 
      • The shift from an attention economy to a relationship economy demands businesses move beyond lead generation to focus on building authentic human-to-human connections.
      • Relationship-building in business should mirror human relationships: progressing through awareness, connection, engagement, trust, and affinity stages.

  • Strategic Advice for Marketers: 
    • Develop a Founder Brand - Showcase the founder’s perspective and voice to build trust and a relatable brand image. Move beyond faceless corporate interactions; consumers want direct engagement from leadership.
    • Target the 97% - Focus on the majority of potential buyers who are not yet ready to purchase, rather than exclusively chasing the 3% ready to buy.
    • Prepare for the AI Shift - While AI tools currently dominate marketing trends, their true integration with Web3 technologies will define the next wave of innovation.
    • Adapt to Dark Social - Leverage private messaging channels for word-of-mouth recommendations, as these are increasingly critical in decision-making.

 

As a closing thought, "People do business with people they like, know, and trust. The relationship economy is not coming—it’s already here and growing.”

 

Listen to the full conversation here:

 

Connect with Peter:

 

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To learn more about Umbrella and to connect with CEO Itamar Shafir, go to ⁠https://umbrellaus.com

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