Brands are buried in data these days, but most of it doesn’t actually get them anywhere. It’s easy to get lost in all the numbers, especially when they don’t help you understand the people behind them. The trick? Using data with intention to really get your audience. Let’s be real, that means connecting with them on a human level.

In this episode of Straight to Voicemail, Rachel Elsts Downey sits down with Austen Clark, Co-Founder of Adatha Group, to explore how brands can use data in a more human-centered way. With over 600 events under his belt, Austen has built his career on bridging the gap between data and meaningful human connections. He shares how his deep understanding of people allows him to transform marketing strategies, showing how data, when used with intention, can drive authentic relationships that fuel long-term growth.

You’ll learn:

• Why connecting with people first makes data meaningful
• How to turn metrics into actions that drive growth
• The importance of human elements in B2B marketing

Jump into the conversation:
(00:00) Why we wanted to hear from Austen
(01:06) The human-first approach to data and marketing
(02:25) Connecting people through data in events
(04:05) Why empathy and connection matter more than numbers
(06:00) How inside jokes lead to stronger business relationships
(08:35) Using data to understand human behavior, not just numbers
(10:20) The power of face-to-face interactions in driving results

Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again.

Don’t miss this conversation! Follow Straight to Voicemail and explore Genius Cuts for more B2B content strategy insights.