#108 - Emotion-led B2B tech marketing with Richard Maclauclan, VP Brand at Workhuman

Richard Maclauchlan is always hired to get things off the ground, such as the FIFA World Cup Trophy Tour by Coca-Cola in his B2C agency days. He pivoted to B2B tech when he led the development of brand and activation for LogMeIn's portfolio of enterprise SaaS products, including GoToWebinar. Now, Richard is VP of brand at Workhuman. It probably needs no introduction, but Workhuman is a leading enterprise HR platform, where Richard is currently taking an emotion-led approach to brand marketing. Listen to this podcast to learn more about Richard's career shift, how he's making the end user a central focus at Workhuman and why you should think about emotion in your own B2B marketing strategy.