Welcome to the era of B2H w/ Matt Lyman

In this episode of The Marketing Front Lines, we speak with Matt Lyman, VP of Marketing at Flosum. Matt brings a unique perspective to B2B marketing, having evolved from bankruptcy collections to theater background into marketing leadership. His philosophy centers on "business-to-human" (B2H) marketing—recognizing that even in B2B environments, you're always selling to people, not companies. Through his experience across multiple industries, from financial services to DevOps, Matt has developed a flexible, person-centric approach that emphasizes emotional connection and authentic engagement over traditional enterprise messaging. Topics Discussed: Building a person-centric B2B marketing philosophy Breaking through conservative industry mindsets with creative campaigns Balancing multiple buyer personas and decision-making units Testing emotional and humorous content in B2B environments Learning from deal losses to improve messaging and positioning Managing marketing priorities across different product lines Drawing inspiration from B2C emotional marketing tactics   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM