From Bait-and-Switch to Human-Centric

From Bait-and-Switch to Human-Centric

Learn from Ashley Faus, Head of Lifecycle Marketing, Portfolio, Atlassian, about the damage caused by bait-and-switch tactics and the value of ditching the funnel for the playground.

Sarah Casteel
Sarah Casteel
No items found.
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

This episode features an interview with Ashley Faus, Head of Lifecycle Marketing, Portfolio, Atlassian and author of the book Human-Centered Marketing: How to Connect with Audiences in the Age of AI. 

Ashley dives into the pitfalls of both active spamming and the bait-and-switch tactics that are commonplace today. She also explains why marketers should ditch the funnel framework and embrace playgrounds as the model for the customer journey, and shares her insights into what it means to make marketing truly human-centric. 

Key Takeaways:

  • Misleading CTAs and bait-and-switch tactics erode trust. Marketers should not be trying to trick prospects into buying. It is expensive to acquire a customer that is a bad fit, and they should be prioritizing the relationship. 
  • The funnel is outdated; marketers should adopt “the playground” where they allow customers to move through a self-directed customer journey however they want to. 
  • The language that we use to talk about our audience, “is so adversarial. It's like I'm gonna hunt for a prospect and I'm gonna capture a lead, and I'm gonna lock down a deal.” Remember there is a person behind the screen.

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From Bait-and-Switch to Human-Centric

Learn from Ashley Faus, Head of Lifecycle Marketing, Portfolio, Atlassian, about the damage caused by bait-and-switch tactics and the value of ditching the funnel for the playground.

Sarah Casteel
Sarah Casteel
No items found.
From Bait-and-Switch to Human-Centric
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

This episode features an interview with Ashley Faus, Head of Lifecycle Marketing, Portfolio, Atlassian and author of the book Human-Centered Marketing: How to Connect with Audiences in the Age of AI. 

Ashley dives into the pitfalls of both active spamming and the bait-and-switch tactics that are commonplace today. She also explains why marketers should ditch the funnel framework and embrace playgrounds as the model for the customer journey, and shares her insights into what it means to make marketing truly human-centric. 

Key Takeaways:

  • Misleading CTAs and bait-and-switch tactics erode trust. Marketers should not be trying to trick prospects into buying. It is expensive to acquire a customer that is a bad fit, and they should be prioritizing the relationship. 
  • The funnel is outdated; marketers should adopt “the playground” where they allow customers to move through a self-directed customer journey however they want to. 
  • The language that we use to talk about our audience, “is so adversarial. It's like I'm gonna hunt for a prospect and I'm gonna capture a lead, and I'm gonna lock down a deal.” Remember there is a person behind the screen.

Stay up to date with weekly drops of fresh B2B marketing and sales content.

By registering, you agree that Qualified may process your personal data for events and marketing as set forth in our Privacy Policy
Thank you for subscribing. You’ll start receiving updates for Qualified+ shortly.
Oops! Something went wrong while submitting the form.

From Bait-and-Switch to Human-Centric

Learn from Ashley Faus, Head of Lifecycle Marketing, Portfolio, Atlassian, about the damage caused by bait-and-switch tactics and the value of ditching the funnel for the playground.

Sarah Casteel
Sarah Casteel
No items found.
From Bait-and-Switch to Human-Centric
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

This episode features an interview with Ashley Faus, Head of Lifecycle Marketing, Portfolio, Atlassian and author of the book Human-Centered Marketing: How to Connect with Audiences in the Age of AI. 

Ashley dives into the pitfalls of both active spamming and the bait-and-switch tactics that are commonplace today. She also explains why marketers should ditch the funnel framework and embrace playgrounds as the model for the customer journey, and shares her insights into what it means to make marketing truly human-centric. 

Key Takeaways:

  • Misleading CTAs and bait-and-switch tactics erode trust. Marketers should not be trying to trick prospects into buying. It is expensive to acquire a customer that is a bad fit, and they should be prioritizing the relationship. 
  • The funnel is outdated; marketers should adopt “the playground” where they allow customers to move through a self-directed customer journey however they want to. 
  • The language that we use to talk about our audience, “is so adversarial. It's like I'm gonna hunt for a prospect and I'm gonna capture a lead, and I'm gonna lock down a deal.” Remember there is a person behind the screen.

Related content

Stay up to date with weekly drops of fresh B2B marketing and sales content.

By registering, you agree that Qualified may process your personal data for events and marketing as set forth in our Privacy Policy
Thank you for subscribing. You’ll start receiving updates for Qualified+ shortly.
Oops! Something went wrong while submitting the form.

From Bait-and-Switch to Human-Centric

Learn from Ashley Faus, Head of Lifecycle Marketing, Portfolio, Atlassian, about the damage caused by bait-and-switch tactics and the value of ditching the funnel for the playground.

From Bait-and-Switch to Human-Centric
Sarah Casteel
Sarah Casteel
|
June 13, 2025
|
X
min read
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

This episode features an interview with Ashley Faus, Head of Lifecycle Marketing, Portfolio, Atlassian and author of the book Human-Centered Marketing: How to Connect with Audiences in the Age of AI. 

Ashley dives into the pitfalls of both active spamming and the bait-and-switch tactics that are commonplace today. She also explains why marketers should ditch the funnel framework and embrace playgrounds as the model for the customer journey, and shares her insights into what it means to make marketing truly human-centric. 

Key Takeaways:

  • Misleading CTAs and bait-and-switch tactics erode trust. Marketers should not be trying to trick prospects into buying. It is expensive to acquire a customer that is a bad fit, and they should be prioritizing the relationship. 
  • The funnel is outdated; marketers should adopt “the playground” where they allow customers to move through a self-directed customer journey however they want to. 
  • The language that we use to talk about our audience, “is so adversarial. It's like I'm gonna hunt for a prospect and I'm gonna capture a lead, and I'm gonna lock down a deal.” Remember there is a person behind the screen.
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