B2B means business-to-business, so that means businesses are the audience for your marketing, right?

Wrong - no matter what you're marketing, it's likely there are people involved, people who behave much more like consumers than businesses.

Ericka Podesta McCoy, CMO of Resonate, joins us to share why the human element of B2B should always be front and center for your marketing.

Listen to the episode and more

Key talking points

  • Why B2B marketing needs to adapt to the changes in how people are working.
  • Why it's a mistake to focus too much on rationality and logic when marketing to B2B buyers.
  • Why focusing on the human side can increase customer lifetime value.

About the guest

As the CMO of consumer intelligence platform, Resonate, Ericka Podesta McCoy knows her stuff when it comes to consumer and buyer behavior. In her time there, her marketing leadership has seen Resonate increase in valuation by roughly 800%.

Ericka has extensive experience in leading marketing across a broad range of sectors, including, but not limited to, tech, telecom, manufacturing, energy, and hospitality, with a focus on fostering creativity, innovation, and evangelizing for industry-leading digital marketing practices.

Check out the consumer report Ericka mentioned in the episode here.

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Got insights on humanizing B2B? Got questions on how to identify the consumer behaviors behind your buyers? Join the conversation with a global network of marketing leaders on the CMO Alliance Community Slack channel.