Press Release The Evergreen Playbook Releases Episode 009: Strategic B2B Marketing: Buyers, Brand and Product
Featuring Manuela Kohlhas, Director of Product Marketing, PTC
The Evergreen Playbook Releases Episode 009: "Strategic B2B Marketing: Buyers, Brand and Product" with Manuela Kohlhas, Director of Product Marketing, PTC
Manuela Kohlhas on strategic B2B marketing, buyer empathy, customer stories, brand trust and product marketing.
Kornwestheim, Germany · Jul 2025. The Evergreen Playbook, the marketing and strategy podcast hosted by David Göz, today released a new episode on b2b marketing, product marketing, brand strategy.
The Evergreen Playbook has published Episode 009: "Strategic B2B Marketing: Buyers, Brand and Product", featuring Manuela Kohlhas, Director of Product Marketing at PTC in a conversation about B2B Marketing, Product Marketing, Brand Strategy.
Manuela Kohlhas explains how B2B marketing earns a role in product and revenue planning through customer insight, empathy and brand trust.
Manuela Kohlhas on strategic B2B marketing, buyer empathy, customer stories, brand trust and product marketing.
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.
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.
"Marketing should be a strategic partner, not just the team that makes things pretty."
Key topics covered in this episode:
- B2B buyers are people, not job titles: A CTO evaluating software is still a person. They get excited. They feel uncertain. They want to loo…
- Customer research before brainstorming, always: Before any ideation session: interview customers. Understand the challenges, the decision-making pro…
- Your best asset is probably an unscripted customer video: The highest-performing asset Manuela produced across 15 years was a live, unscripted customer interv…
- Brand trust is a sales mechanism, not a soft metric: When people trust a brand, sales cycles shorten. Win rates improve. The second and third layers of a…
Availability
Strategic B2B Marketing: Buyers, Brand and Product is available now on:
About The Evergreen Playbook
The Evergreen Playbook is a marketing and strategy podcast for founders, marketers and business leaders in SMEs and startups. Each episode is built around one evergreen idea, a timeless principle behind lasting brand and business growth, and the expert who can explain why it matters. The show publishes video on YouTube and audio on Spotify and Apple Podcasts. The site currently lists 11 published episodes.
About David Göz
David Göz is a marketing strategist, consultant and the founder of Hexagram Creative, based in Kornwestheim, Germany. Through The Evergreen Playbook, he interviews experts in brand science, simplicity in marketing, B2B strategy, community marketing, storytelling, agency economics and small-brand growth. He is available for consulting, keynote speaking and panel moderation.
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For additional information, interviews or review copies, contact [email protected].