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The Evergreen Playbook Releases Episode 010: Strategic B2B Marketing

Featuring Manuela Kohlhas — Director of Product Marketing , PTC

FOR IMMEDIATE RELEASE Jul 2025
Media contact: David Göz
podcast@evergreenplaybook.com
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The Evergreen Playbook Releases Episode 010: "Strategic B2B Marketing" with Manuela Kohlhas , Director of Product Marketing , PTC

Kornwestheim, Germany — Jul 2025 — The Evergreen Playbook, the marketing and strategy podcast hosted by David Göz, today released a new episode on b2b marketing, brand, strategy.

The Evergreen Playbook, the marketing and strategy podcast hosted by David Göz, has released Episode 010 of The Evergreen Playbook: Strategic B2B Marketing. The episode features Manuela Kohlhas, Director of Product Marketing at PTC in a conversation about B2B Marketing, Brand, Strategy.

B2B marketing isn't just the team that makes things pretty. It's a strategic partner for product, sales and brand trust.

Manuela Kohlhas reframes marketing as a value-driving discipline — not a support function, not a promotion department.

Manuela brings more than 15 years of B2B and tech marketing experience, including five startup exits, and focuses on turning complexity into clear, human value.

David Göz sits down with Manuela Kohlhas to challenge outdated beliefs in B2B marketing — and unpack what still works in 2025.

The conversation moves from empathy and clarity to product-sales alignment, brand trust and the emotional blind spot that still shows up in supposedly rational B2B buying.

For startup founders and marketers tired of tactical churn, this episode reframes marketing as a value-driving, idea-led discipline.

"Marketing should be a strategic partner, not just the team that makes things pretty."

— Manuela Kohlhas

Key topics covered in this episode:

  • B2B buyers are people, not job titles — A CTO evaluating software is still a person. They get excited. They feel uncertain. They want to loo…
  • Customer research before brainstorming, always — Before any ideation session: interview customers. Understand the challenges, the decision-making pro…
  • Your best asset is probably an unscripted customer video — The highest-performing asset Manuela produced across 15 years was a live, unscripted customer interv…
  • Brand trust is a sales mechanism, not a soft metric — When people trust a brand, sales cycles shorten. Win rates improve. The second and third layers of a…

Availability

Strategic B2B Marketing is available now on:

About The Evergreen Playbook

The Evergreen Playbook is a marketing and strategy podcast for founders, marketers and business leaders in SMEs and startups. Each episode is built around one evergreen idea — a timeless principle behind lasting brand and business growth — and the expert who can explain why it matters. The show publishes video on YouTube and audio on Spotify and Apple Podcasts. It has 10 published episodes and over 7,000 followers on LinkedIn.

About David Göz

David Göz is a marketing strategist, consultant and the founder of Hexagram Creative, based in Kornwestheim, Germany. Through The Evergreen Playbook, he interviews experts in brand science, simplicity in marketing, B2B strategy, community marketing, storytelling, agency economics and small-brand growth. He is available for consulting, keynote speaking and panel moderation.

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For additional information, interviews or review copies, contact podcast@evergreenplaybook.com.

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