The Elusive Consumer
Ep. 13 - The Emotion of B2B Marketing
Aug 13, 2024
In this discussion, Kevin Knight, a seasoned marketing executive with experience at Google, Microsoft, and currently Vida Health, dives into the intersection of B2B and B2C marketing. He shares valuable lessons from his tech career, emphasizing the power of emotional storytelling. The conversation highlights how technology like AI can enhance rather than replace human creativity in marketing. Additionally, Kevin discusses the rising focus on chronic disease management in health marketing and the vital role of personalized approaches that resonate emotionally with audiences.
45:23
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Quick takeaways
- Kevin Knight emphasizes the importance of emotional connection in marketing, highlighting that both B2B and B2C strategies ultimately target human consumers.
- The podcast critiques the misconception that LinkedIn is the only effective platform for B2B marketing, encouraging broader engagement across multiple social media channels.
Deep dives
The Origin of a Marketing Passion
The speaker reflects on the early development of their interest in marketing, which began in high school when a teacher encouraged participation in a business competition. A defining moment occurred when they excelled in a marketing test, fostering a realization that connecting buyers with products was intuitive and compelling. This ignited a passion for creativity in marketing, exemplified by a window washing business started in college that involved crafting engaging advertisements. Such experiences laid the groundwork for a rewarding career in various prominent tech companies.
