Ep. 577 | How humanizing B2B and brand resonance drive GTM success

In this episode of the OnBase podcast, host Paul Gibson sits down with Kate Mackie to unpack why humanizing B2B marketing is no longer optional—and how brand resonance directly impacts modern go-to-market success. Kate shares her journey from agency to EY, revealing why the traditional separation between brand and demand no longer works in today’s complex, elongated B2B buying cycles.

She explains why trust is a brand’s most valuable currency, how buying groups have doubled in size, and why marketers must deliver consistent yet human experiences across every GTM motion. From aligning sales and marketing, to building creative consistency without losing personalization, to proving brand impact on revenue, this episode is a masterclass in modern enterprise marketing.

Kate also explores the disruptions defining today’s market, how AI will accelerate personalization, and why human differentiation will matter more as buyers increasingly use AI as part of their research process.

Key Takeaways

• Brand and demand work as one spectrum

Brand builds broad awareness and trust; demand converts that trust into action. Separating them weakens both.

• Buying groups have doubled in size

Enterprise decisions now involve 15 people, meaning brands must influence far more stakeholders, many of whom never speak to sales.

• Human-centered branding drives trust

Emotional relevance and clear purpose help companies stay top-of-mind through long, nonlinear buying cycles.

• Overconsistency reduces relevance

Rigid, one-size-fits-all branding prevents teams from tailoring messages to different roles, needs, and motivations.

• Alignment across brand, GTM, and sales is critical

Disconnected campaigns and target lists create massive audience wastage and inconsistent buyer experiences.

• Customer expansion offers the quickest wins

Building brand trust with existing clients is cheaper, faster, and often more impactful than new-customer acquisition.

• Measurement must combine brand and demand signals

Brand salience requires tracking awareness, consideration, social listening, and pre/post lift, not just revenue metrics.

• AI accelerates personalization but needs guardrails

AI can tailor creativity at scale, but only when backed by strong segmentation, a clear brand truth, and human oversight.

• Human differentiation will matter more as buyers use AI

As customers rely on AI for research, human experience, emotion, and trust become the true competitive advantage.

• Marketers must speak the language of the C-suite

To secure buy-in, brand value must be tied directly to commercial outcomes, not marketing jargon.

Quotes

“Brand and demand are one and the same. It’s just the difference between talking to a mass audience or a targeted one.”

“When buyers use AI as part of their research, the human experience becomes the biggest differentiator.”

Resource Recommendations

• B2B Marketing Fundamentals, a book by Kate Mackie
• Wired

Shout-Outs

• Jennifer Aaker, General Atlantic Professo at Stanford University Graduate School of Business
• Caroline Day, Global Director, B2B Institute at LinkedIn
• Denise Persson, CMO at Snowflake

About the Guest

Kate Mackie is a Partner (EYGP LLP) and the Global Marketing Lead at the global EY organization. She is a transformational global leader who drives innovative marketing strategies and helps the business embed lasting change. Her passion lies in transforming the narrative around B2B marketing and driving a humanized approach to growth. She is the author of 'B2B Marketing Fundamentals: Drive Impact Across Brand, Reputation, Relationships, and Revenue'.

Connect with Kate.