Beyond AI: Why Human-Centered Marketing Still Wins (2025)
This year at INBOUND, AI has taken center stage. From HubSpot’s Loop Marketing Playbook to the launch of Breeze Agents, the message is clear: the future of marketing is intelligent, adaptive, and data-driven.
But as Marcus Sheridan reminded us in his talk — and as his books They Ask, You Answer and Endless Customers reinforce — the timeless principles of trust, transparency, and human connection still determine who buyers choose.
Research shows that nearly 80% of B2B buyer research is done before speaking with sales, and that over 60% of Google searches end without a click. This makes Sheridan’s message even more relevant: if buyers don’t find answers from you directly, they’ll either rely on AI summaries or turn to your competitors.
In other words: AI may shape discovery, but humans still shape decisions.
HubSpot’s Loop Marketing playbook shows how AI is reshaping strategy. But Sheridan reminds us that no matter how advanced the technology, buyers still demand straightforward, human answers. The two approaches aren’t at odds — they complement one another.
The Big Five: The Questions Every Buyer Asks
Marcus Sheridan calls these the “Big Five” — the deceptively simple but universal questions buyers ask before making a decision. They matter just as much in B2B and life sciences as they do in consumer markets.
Cost & Price
Buyers always want to know: What will this cost me? In life sciences, you may not be able to list a flat fee, but you can explain the factors that drive cost up or down. For example, a CDMO can publish content about how batch size, compliance requirements, or facility readiness impact price. This builds trust and sets realistic expectations.Problems
Every purchase carries risk. What could go wrong? How could this fail? Addressing those fears openly builds credibility. A diagnostics company, for example, could outline the limitations of a test or situations where an alternative method might be more appropriate. Transparency reduces buyer anxiety.Versus & Comparisons
Humans compare everything — CRO vs. CDMO, SaaS vs. on-premises, insourcing vs. outsourcing. If you don’t create comparison content, your competitors or third-party reviewers will. By publishing honest comparisons, you frame the narrative and position yourself as a trusted advisor.Reviews
Buyers want to hear the good, the bad, and the ugly. Highlighting testimonials is important, but so is clarifying who your product or service is not for. A gene therapy services company that explains the limits of its platform will gain more credibility than one that overpromises.Best in Class
Everyone searches for “best” — the best CDMO, the best CRM for biotech, the best antibody discovery method. Even if you don’t claim the title, you can still educate buyers on what “best” looks like in your category and how to evaluate it.
Takeaway: These five questions drive nearly every buying decision. Answer them directly and you’ll not only attract more buyers — you’ll become the trusted source they return to.
The Four Pillars of a Trusted Brand
Sheridan also outlined four pillars that define brands buyers know and trust:
Say what others aren’t willing to say.
Example: A life sciences company openly explaining why clinical timelines often slip.Show what others aren’t willing to show.
Example: A lab offering video tours of its facilities.Sell in ways others aren’t willing to sell.
Example: Providing clear cost ranges or ROI models instead of “contact sales.”Be More Human than others are willing to be.
Example: Executives and scientists sharing personal insights and experiences on LinkedIn.
Trust isn’t built by hiding behind polished campaigns — it’s built by showing up authentically where your buyers are already searching for answers.
Trust Signals: Will AI Recommend You?
Today, it’s not just humans evaluating trust — it’s algorithms, too. AI search engines and recommendation engines are factoring in trust signals to decide which companies to surface.
Some of the most important signals include:
Verified NAP (Name, Address, Phone) consistency
Website security (HTTPS)
Transparent pricing or fee structures
On-page content richness and freshness
Case studies, testimonials, and reviews
Presence of author/team pages
Industry awards and authoritative citations
Why it matters: Trust signals now influence both human confidence and AI-driven discovery. If you want to rank in a world of AI summaries and recommendations, you must earn trust from both audiences.
Why Video (and YouTube) Matters More Than Ever
One of Sheridan’s most powerful reminders: every company is becoming a media company. Whether you like it or not, your buyers are consuming content in new ways — and video is at the center.
Consider the stats:
2 billion users and 1 billion hours watched daily on YouTube.
68% of shoppers use YouTube for research before purchase decisions.
88% of instructors and 94% of students use YouTube for education.
That means YouTube isn’t just for entertainment — it’s the research library, the classroom, and the buyer’s guide of today’s world.
For life sciences and B2B, this is a wake-up call:
A 5-minute explainer on regulatory pathways can reach more buyers than a gated white paper.
A behind-the-scenes video of your lab builds more trust than a PDF brochure.
A thought leadership interview with your CEO on YouTube can shape perception across industries.
Just as Loop Marketing urges us to diversify across new discovery channels, Sheridan underscores that video and media are no longer optional. YouTube isn’t just entertainment — it’s where research happens and where decisions are being shaped.
The Rise of the Seller-Free Experience
According to Gartner, 75% of buyers prefer a seller-free sales experience. That doesn’t mean salespeople are irrelevant — it means buyers want to self-educate before they engage.
Modern buyers want:
Self-assessment tools (Am I ready for this solution?)
Self-selection configurators (Which option fits me best?)
Self-pricing tools (What would this cost?)
Self-scheduling options (Can I book time with an expert now?)
For B2B and life sciences, this could mean:
A research readiness quiz.
A project configurator for manufacturing services.
A transparent calculator that shows how project scope impacts investment.
Calendars to book technical consults without going through multiple sales steps.
The companies that enable buyer control while still providing human expertise will stand out.
The Takeaway
AI may influence discovery, but trust still drives decisions. Loop Marketing gives us the AI framework for speed and scale. Sheridan’s Big Five and Four Pillars give us the human framework for credibility and connection. Together, they define modern marketing.
Marcus Sheridan’s message is timeless: the companies that win are the ones who:
Answer the Big Five questions with honesty.
Embrace transparency and publish what buyers are already searching for.
Build trust signals for both humans and algorithms.
Lean into video and media to meet buyers where they are.
Empower buyers with self-service, while showing up authentically as humans.
For B2B and life sciences, this isn’t just about catching up to consumer trends — it’s about earning trust in an AI-driven marketplace where credibility, transparency, and humanity are the ultimate differentiators.