Why Emotion Is the New Edge in B2B Marketing Strategy

On B2B Brand180, Ian Baer, founder of Sooth, shares insights on the critical role of emotional engagement in B2B marketing. Drawing from decades of experience with major global brands, Baer explains how understanding and leveraging emotional drivers can elevate B2B brand strategy and customer relationships. The discussion also explores the evolution of the B2B sales journey—from linear funnels to more dynamic, customer-centric models—underscoring the need for empathy, relevance, and long-term value. It’s a must-listen for anyone navigating the intersection of branding, marketing, and sales in today’s B2B landscape.

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