In November 2020, BAM, short for the Belgian Association of Marketing, organized their yearly Marketing Congress. Callebaut Collective Founding & Managing partner Prof. Sarah Steenhaut was one of the speakers at the digital event that welcomes inspiring national and international keynoters to spot future trends that will shape the marketing landscape of tomorrow. Sarah presented her keynote ‘Bye bye Marketer, welcome Human Activator’ in which she introduced a broader, human-oriented marketing approach. What’s more, her keynote was the sixth most viewed conference broadcast by over eighty congress speakers. Below we recapitulate the main points of Sarah’s ‘Act Human’ story.
Marketing is about human relationships
Realizing that the marketing profession has seen its standing and credibility diminish in the eyes of the public over the years and that marketeers have gradually been pushed aside on corporate executive boards, the first big question Sarah handles during her keynote is: what is marketing about? The answer is simple yet very clear: