Emotion Over Promotion: Rethinking B2B Marketing with Manuela Kohlhas

In this episode of Brands of Value, host David Göz sits down with Manuela Kohlhas, Director of Product Marketing at PTC, to challenge outdated beliefs in B2B marketing — and unpack what still works in 2025.

With over 15 years in tech and B2B marketing (and five startup exits to her name), Manuela reveals why marketing should act as a strategic partner — not just the "team that makes things pretty." From building brand trust to aligning with product and sales, she breaks down what it takes to make complex products resonate with real human buyers.

We cover:

• Why strategic marketing starts with empathy

• How to translate complexity into clarity

• Why brand is your silent salesperson

• The emotional blind spot in B2B marketing

• What marketers can stop doing in the AI age

Whether you’re a startup founder laying your brand foundation or a marketer tired of tactical churn, this conversation reframes marketing as a value-driving, idea-led discipline.

Keywords: marketing, B2B marketing, marketing strategy, strategic marketing, startup marketing, product marketing, brand strategy, empathy in marketing

How do small brands grow? Where should startups start with marketing? And when does brand marketing actually make sense?

In this episode of Brands of Value, host David Göz sits down with Peter Kiefer, Managing Partner at PUNCH Marketing Consultancy. With years of experience in brand positioning and ROI-driven marketing, Peter helps brands find real, sustainable growth opportunities.

Together, they tackle the big questions for CMOs, marketers, growth managers, and startup founders:

• How can small brands grow without massive budgets?

• Where should startups focus their marketing efforts first?

• When is the right time to invest in brand marketing?

They also break down Byron Sharp’s ‘How Brands Grow’—what works, what doesn’t, and why small brands can’t always apply big-brand strategies. If you’re navigating growth with limited resources, this episode is for you.

Tune in for practical insights, sharp takes, and real strategies to help your brand grow.

Is your marketing strategy truly driving your business forward, or is it too focused on promotion?

In this episode of "Brands of Value," host David Göz engages in a compelling conversation with Alexander Schulze, Manager at Vivaldi Group—a global marketing consultancy specializing in brand strategy, innovation, marketing, and digital transformation.

Alexander, with extensive experience across industries such as nutrition, retail, automotive, and energy, shares his insights on developing robust business models and brands in today's dynamic market.

Together, they discuss the shift from a holistic marketing approach to a predominant focus on promotion, examining its implications for businesses.

Tune in to uncover actionable strategies for Chief Marketing Officers and Marketers to realign marketing with overarching business objectives, ensuring sustainable growth.

Don't miss this opportunity to rethink and revitalize your marketing approach.

Unlock the secrets of simplicity in marketing with Billy Broas on the latest episode of Brands of Value.

Billy contacted me and said that he had an idea for the podcast description of an evergreen idea and he wasn't wrong!

In this episode, we thoroughly discussed how Simplicity makes marketing both easier for you and more approachable for your clients.

Tune in now!

PS. The book breaks down pretty advanced marketing theory into actionable steps.

In this episode of Brands of Value, host David Göz interviews marketing expert Ethan Decker to reveal the science of brand growth. Ethan, a scientist-turned-marketer, discusses evidence-based marketing strategies that challenge common myths and explain the true drivers of brand success.

Together, they break down the laws of marketing—scientifically-backed principles that can unlock brand potential and deliver long-term growth. Whether you're a marketing professional or a business owner, this episode is packed with actionable insights to help you navigate the ever-evolving world of brand marketing.

Learn more at appliedbrandscience.com or connect with Ethan on LinkedIn.

Special thanks to our partner, "The 30 Minute University of Planning," a free mentor network for marketing professionals.

What is processual brand thinking? Why is it important?What are the steps in that process?

In this episode of “Brands of Value” Michael Reinicke gets to lay out the problems with the current way Brand Managers and Marketing Managers talk about brands - and how it can all be baked into a process.

Michael Reinicke, is a strategist I have been following for years now and whose work I really appreciate. Michi has worked for many companies, among them: Philip und Keuntje, Serviceplan and Elbdudler for example. However, I got to know him during his time as the Head of Strategy of KNSK and the managing director of the Brand Consultancy ”Die Neue Vernunft”.

Nowadays Michi is a freelance strategist on a mission to introduce processual brand thinking. Brands of Value is a podcast by David Göz exploring underrated, unusual and undervalued strategies, tactics and methods of marketing that can help you grow your business.

If You would like to join me for an episode please reach out via LinkedIn!

In this Episode I interview Mirja Schwartz. She is an expert in community strategy, an underrated aspect of business and marketing strategy.

"if I learned one thing [...] it's easy to be cynical about advertising [..] it's possible to not just play a little role in people's life, but to make a difference and to excite them, and it is worth pursuing that"

-- Gordon Euchler, The Spikes

Welcome to Episode NO 2 of "Brands of Value" featuring Gordon Euchler and Maik Hoffman from "The Spikes".

In this episode, we talk about what excitement in the context of business is and why it matters. We also look at some examples of how companies successfully excite and draw conclusions about why you should care about excitement in your business.

If you would like to be on the Podcast please reach out on LinkedIn, feedback and tips for improvement are always welcome - I am in it for the long run!

Cheers!

Hello Value Seeker!

In this Episode Falk Ebert, a strategy and Innovation consultant and I dive into the world of business storytelling. We differentiate different types of business storytelling and deepdive into examples and best practice.

This is my first Podcast ever. More is coming.

I have 3 more episodes already recorded which will be released soon. They are about Community Marketing, Excitement and Brandbuilding.

This Podcast is Supported by "The 30 Minute University"

Find Your mentor here: https://www.linkedin.com/company/the30-min-the-university/

Join the Value Seekers Community - suggest Guests, give Feedback, and meet other Value Seekers!

https://www.linkedin.com/groups/12989554/