Erika Bianco recently joined Carlota Pico to chat about her role as senior marketing and communications manager for EMEA and APAC at MarketAxess, the leader in e-trading for global fixed income. Erika emphasized the importance of having objectives in mind that you can refer back to later, and implementing specific marketing strategies to inspire and motivate internal stakeholders.

Erika explained why C-level executives can have a huge impact on brand perception, and shed light on the concept of B2H, or business-to-human marketing, which is fueled by empathy. She also told us all about her latest endeavor of becoming a professional life coach.

You can watch the full conversation in the video above or on YouTube, and listen to the podcast on Apple and Spotify.

Rapid-fire recs

  • Book or resource: Contagious: Why Things Catch On by Jonah Berger. “It’s a must-read for anyone working in marketing or communications. It really makes you think about what to keep in mind when writing content and why.”
  • Favorite app: Slack. “It allows you to communicate with your team very easily and in a more human way, with the option to add GIFs, stickers and things like that.”

Remember that the clients who you’re trying to target are humans themselves. Now more than ever, we need to keep that in mind with everything we do in marketing and communications.

Connect with Erika and Carlota on LinkedIn.

This post was edited by Mary Kresge, a marketing assistant based in Madrid.

For more insights into business-to-human marketing:

Challenge the status quo – Steevan Glover, brand director and marketing expert

Crisis is a time to engage audiences on a human level – Melanie Ewan, co-founder of Volition

Forget the fluff – Sara Lesina, global marketing lead at Lonza

To see the full transcript, click on page number 2 below.