Human-to-Human Marketing: How Derek Weeks Wins More Deals Through Authenticity and Community
Marketers love data, but people don’t buy from spreadsheets—they buy from people. So why do so many brands still rely on impersonal, automated campaigns?
In my recent interview with Derek Weeks, bestselling author of Unfair Mindshare and CMO of Katalon, we explored why human-to-human (H2H) marketing is the missing piece in today’s digital landscape.
Derek has spent decades leading marketing efforts for Fortune 100 companies and venture-backed startups, and his insights into community-led marketing are changing the way businesses engage their audiences. His message is clear: empathy, trust, and genuine interactions drive sales and long-term loyalty.
The Power of Community in Marketing
Derek’s marketing journey started in product marketing, but he quickly realized that success was about creating meaningful relationships. "It wasn’t just the product," he explained, "but the environment, the ecosystem, and the people around it that made the difference."
One of his breakthrough moments came when he and his team launched a community-driven campaign that put the spotlight on industry influencers. Instead of leading with a product pitch, they asked: Who are the top 50 voices in our space? Then, they invited the community to weigh in.
The result? A surge in brand awareness, credibility, and engagement. Attendance at their webinars skyrocketed from 175 to over 1,200. Their company, previously an unknown player, became a recognized leader in just eight weeks.
Key Takeaway: People trust their peers more than they trust brands. If you want engagement, let your community take the lead.
Being Helpful is the Key to Community Engagement
Communities thrive through ongoing value and participation. Numbers don't matter if you're not making a connection. "If you’re not adding value, they won’t come back," Derek emphasized.
What works?
Facilitating meaningful discussions. Not every conversation needs to tie back to your product. Create a space where people can learn, grow, and connect.
Avoiding the hard sell. If your community is just another marketing channel, people will disengage. Focus on being genuinely helpful.
Making it about them, not you. What do your members need? What would make them show up week after week? Build content and events around their interests, not just your agenda.
Derek applied this principle when he helped grow a community from zero to over 100,000 members—without relying on expensive platforms. "We used Slack. We used YouTube. We didn’t throw a bunch of money at it. We just focused on being useful."
Key Takeaway: People return to communities that make a difference in their lives. Focus on engagement over promotion.
Winning Over CEOs: Proving the ROI of Community
Many marketing teams struggle to get executive buy-in for community-led strategies. Derek’s advice? Connect community efforts directly to business outcomes.
"Community isn’t a moon orbiting your brand. It’s a core part of your marketing strategy," he said. "You have to show how community ties into product adoption, customer retention, and revenue growth."
How to do it:
Track engagement-to-conversion metrics. How many community members eventually become customers?
Use community insights to shape content and marketing strategies. What are people discussing? What challenges are they facing? Use this data to drive product positioning and messaging.
Measure retention. Are customers engaged in your community more likely to renew, upgrade, or refer others?
At Katalon, Derek’s team now tracks these metrics rigorously, reporting to the CEO and board on the tangible impact of their 100,000-member community. This data-driven approach ensures community remains a priority, even in tight budgets.
Key Takeaway: Community-led marketing isn’t a cost—it’s a revenue-driving strategy that supports retention and brand trust.
The Role of Video and Personal Connection in Marketing
Video remains one of the strongest tools for human-to-human marketing. "People don’t build relationships with text posts. They build relationships with faces, voices, and real conversations," Derek noted.
At Katalon, their LinkedIn audience grew from 30,000 to 65,000 in a year by prioritizing video content. They highlight real employees, real customers, and real conversations—not just polished brand messages.
Key Takeaway: Video content fosters trust and engagement by making brands feel more human and accessible, even in private, niched communities.
Final Thoughts: The Future of H2H Marketing
Marketing automation and AI will continue to evolve, but the brands that win will be the ones that maintain human authenticity. Derek’s advice to marketers: "Use data, but don’t let it replace relationships. Show up. Be helpful. Be real. That’s how you win."
This conversation reaffirmed my belief in the power of community and human-first marketing. If you want to build lasting trust and increase engagement, H2H marketing isn’t optional—it’s essential.
Missed the live conversation? Watch the full replay and hear Derek’s insights firsthand.
About Derek Weeks
Derek Weeks is the CMO at Katalon, a B2B company building the new generation of software testing solutions. As a four-time CMO and VP of Marketing with over thirty years of experience, Derek has shaped marketing at Fortune 100 technology powerhouses and scaled growth for innovative venture-backed start-ups. Honored as one of the top CMOs in the Washington, D.C. metro area by DCA Live and snagging the coveted Marketing Department of the Year award from the Business Intelligence Group, Derek strives every day to make a positive impact in the community of marketers worldwide.
Derek is the pen behind Unfair Mindshare: A CMO’s guide to community-led marketing in a product-led world, and a co-author of the insightful Feedback Loops: Voices of All Day DevOps trilogy.
Show Notes
Recognizing the Power of Community (7:23): Derek’s journey started as a product marketer that eventually led him to learning about the power of community. When it came to providing a service for communities, Derek speaks to bringing other people to build, manage, and lead the community.
Being Helpful is Key (15:27): What is the value add to keep members showing up in the community day after day? Trying to push product sales and giving information that is not wanted are listed as two detractors. Instead, the focus needs to be on open communication and figuring out how to be the most helpful.
Human-to-Human Marketing (19:56): Human connection becomes exponentially more powerful when you are inviting individuals you know and trust to sit down at the table when making decisions. Interacting with a piece of content is different than interacting with an actual human.
Upper Echelons of Organizations (34:24): How do you convince CEOs and upper management of the power of community? It boils down to investment compared to return. To increase the return, however, community cannot be a solitary moon outside of the organization. It must be part of the community orbit: product, brand, and community all intersecting.
