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Episode 009 · Jul 2025 · 34 min

Strategic B2B Marketing: Buyers, Brand and Product

Manuela Kohlhas explains how B2B marketing earns a role in product and revenue planning through customer insight, empathy and brand trust.

Mit Manuela Kohlhas, Director of Product Marketing · PTC

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B2B MarketingProduct MarketingBrand Strategy

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Artwork for The Evergreen Playbook episode "Strategic B2B Marketing: Buyers, Brand and Product" featuring Manuela Kohlhas.

Show Notes

David Göz speaks with Manuela Kohlhas about strategic B2B marketing, from product positioning to the customer insight that belongs in roadmap and revenue conversations.

They discuss buyer empathy, live customer interviews, brand trust and the different language used by engineers, executives and marketers.

Kohlhas explains why complex B2B products need a clear story that starts with the customer’s challenge.

Value is when customers see themselves in your story and believe that you're having them get where they want to go.

— Manuela Kohlhas

Das Playbook

Die zentralen Prinzipien aus diesem Gespräch.

  1. 1 B2B buyers are people, not job titles
  2. 2 Customer research before brainstorming, always
  3. 3 Your best asset is probably an unscripted customer video
  4. 4 Brand trust is a sales mechanism, not a soft metric
Vollständiges Playbook lesen

Der Gast

Manuela Kohlhas

Director of Product Marketing · PTC

Manuela brings more than 15 years of B2B and tech marketing experience, including five startup exits, and focuses on turning complexity into clear, human value.