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…
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