Kontakt
Alle Folgen
Episode 010 · B2B Marketing · Brand · Strategy

Strategic B2B Marketing

B2B marketing isn't just the team that makes things pretty. It's a strategic partner for product, sales and brand trust.

Mit Manuela Kohlhas, Director of Product Marketing · PTC

Auf YouTube ansehen Spotify Apple Podcasts 34 min

Diese Folge ansehen oder anhören

Artwork for The Evergreen Playbook episode "Strategic B2B Marketing" featuring Manuela Kohlhas.

Show Notes

David Göz sits down with Manuela Kohlhas to challenge outdated beliefs in B2B marketing — and unpack what still works in 2025.

The conversation moves from empathy and clarity to product-sales alignment, brand trust and the emotional blind spot that still shows up in supposedly rational B2B buying.

For startup founders and marketers tired of tactical churn, this episode reframes marketing as a value-driving, idea-led discipline.

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

— Manuela Kohlhas

Marketing isn't lipstick. It's really a strategy and you have to start with that strategy and you have to start with a customer.

— Manuela Kohlhas

Businesses don't buy, but people do. Humanizing a brand means removing jargon, but showing real people and creating also emotional connections.

— Manuela Kohlhas

Every human being has also some weaknesses and that makes us real and that makes it authentic.

— Manuela Kohlhas

Different departments and different companies speak different languages and have their own set of words and phrases and terms and idioms. And that marketing is an empathy exercise and also just understanding that language. Once you master it, you can start talking that language back to the people. And suddenly you get the unlock of being able to talk to the CTO, to the CMO, to the CEO.

— David Göz

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

The Guest

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.