The Power of Movement Marketing in B2B with Karthi Ratnam, Audience Haus

“The smartest brands are the ones rallying people around a cause—not just selling a product.” says Karthi Ratnam, Co-Founder of Audience Haus

In this episode of The Content Cocktail Hour, Karthi Ratnam, co-founder of Audience Haus, joins Jonathan Gandolf to explore the power of Movement Marketing in B2B. Karthi shares how brands can break free from the “sea of sameness” by building authentic, engaged communities that drive lasting demand.



She talks about why founder-led movements are the future of B2B marketing, how human psychology plays a crucial role in brand-building, and why traditional marketing tactics are failing in today’s landscape. Karthi also discusses the role of AI in sales and marketing, explaining how businesses can leverage AI while keeping human connection at the core of their strategies.

In this episode, you’ll learn:

1. Why Movement Marketing is the key to standing out in B2B
2. How AI can enhance, not replace, human-led marketing
3. The importance of founder-led sales and why leaders should be the face of their brand

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Explore AudiencePlus: https://audienceplus.com

Connect with Karthi on LinkedIn: https://www.linkedin.com/in/karthiratnam/

Explore Audience Haus: https://www.audiencehaus.com/

Timestamps:

(00:00) Intro

(01:12) What is Movement Marketing?

(03:28) Why traditional B2B marketing is failing

(06:45) The psychology behind movement-driven branding

(10:02) The rise of founder-led sales and why it matters

(14:30) How AI can support human-first marketing

(19:20) The challenges of building a brand-led community

(24:05) Karthi’s unpopular opinion on B2B marketing