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of Brands of Value, host David Göz sits down with Manuela Kohlhas, Director of Product Marketing at PTC, to challenge outdated beliefs in B2B marketing — and unpack what still works in 2025.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