What does it really take to build authentic, human-centered relationships in a B2B world driven by metrics and automation?
In this episode of Connect To Market, host Casey Cheshire sits down with Beth Magee, VP of Marketing at GSI, to explore the power of authenticity in B2B marketing. Beth challenges the traditional view of buyers as transactions, emphasizing instead that buyers are people first. Drawing from her recent learning with the Arbinger Institute, she unpacks what it truly means to adopt a human-centric mindset in business.
Beth shares practical strategies for building genuine connections, communicating with intention, and fostering deeper alignment between teams and clients. Through real-world examples and personal reflections, she explains how curiosity, empathy, and understanding personal context can reshape organizational culture and elevate professional relationships. Beth discusses how leaders can shift toward a more empathetic, people-first approach that strengthens both external partnerships and internal team dynamics.
In this episode, we cover:
Why treating buyers as people, not objects, drives stronger B2B relationships
How curiosity and personal context improve communication and trust
Practical techniques for building genuine, lasting professional connections
The role of networking in growth, challenge, and long-term success
If you’re a business or marketing leader looking to build more authentic, human-centered relationships that drive both connection and results, Beth’s insights will inspire a more empathetic and impactful approach to growth.
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Connect with Beth:
LinkedIn: https://www.linkedin.com/in/bethlmagee/
GSI, Inc: https://www.getgsi.com/
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Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
