In episode 48 of AmplificaCast, titled “Exploring B2B Marketing with Maryse Cunha”, listeners are treated to an in-depth and revealing conversation about the nuances and challenges of business-to-business (B2B) marketing. Maryse Cunha, a marketing executive with extensive experience, shares her journey, covering everything from her early career to her most recent transitions in the market. Right from the start, we are introduced to Maryse's inspiring journey, which began in 2018. She recalls her first steps in marketing, influenced by the iconic journalist Glória Maria, whose strong presence and unique style of communication sparked a passion for the area in Maryse. Although she considered pursuing journalism, it was in advertising, and later marketing, that she found her true calling.
Maryse narrates how market research became the foundation of her career. During her studies at PUC, she excelled in statistics and market research, developing a passion for numbers and data. This inclination led her to a path where interpreting data and searching for insights were crucial. Her ability to transform data into practical strategies was revealed when working at an advertising agency, where she innovated by creating a competition monitoring area, emphasizing the importance of accurate information for effective strategic planning.
When reflecting on her transition from the software market to the B2B services market, Maryse emphasizes the new opportunities and challenges this change brought. It highlights the need to sell trust and expertise in a sector where relationships and credibility are fundamental. Unlike a tangible product, services require building a solid and reliable bond with customers, which implies a more personalized and relational marketing approach. Maryse shares effective strategies she used to navigate this new landscape, showing that the core of her success continues to be her ability to listen, analyze, and adapt to market needs.
A significant part of the conversation revolves around the soft skills that Maryse believes are vital to success in B2B marketing. Curiosity, empathy and the ability to listen are highlighted as essential qualities. Maryse emphasizes that humility and a willingness to learn are equally important. She believes these skills not only help her better understand clients and their needs, but also foster a collaborative and innovative work environment.
Maryse also discusses the challenges she faced throughout her career and how her resilience helped her overcome them. She views every problem as an opportunity to grow and learn, using a data-driven approach to find effective solutions. This continuous growth mindset is something she believes is crucial for any marketer who wants to stand out and succeed in the B2B field.
When it comes to B2B marketing strategies, Maryse discusses the importance of personalization and audience segmentation. She explains how to use data to create campaigns that truly resonate with customers, highlighting the need to be present where customers are. The discussion delves into different marketing techniques, including inbound and outbound, and how each can be effective depending on the context and campaign objective.
This episode of AmplificaCast is a true B2B marketing masterclass, offering valuable and practical insights for professionals in all areas. Maryse Cunha's journey serves as an inspiring example of how passion, curiosity and resilience can lead to success. Its detailed, data-driven approach to marketing offers a new perspective for those who want to improve their strategies and achieve better results. By watching the episode, listeners not only learn about B2B marketing best practices, but are also encouraged to apply these lessons to their own careers, becoming more effective and adaptable professionals in an ever-evolving market.
