How B2B Buyers Actually Think (Hint: Just Like Consumers)

The Front Lines

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Alex McEachern.

Head of Marketing · Intelligems

Alex McEachern is the Head of Marketing at Intelligems, where he helps ecommerce brands unlock profitable growth through pricing and retention strategies. With a background spanning product marketing, product management, and brand development, Alex has led cross-functional teams and go-to-market efforts at high-growth companies like Repeat, Loop, Smile.io, and FERMÀT. He is acclaimed for building strategic narratives, scaling brand visibility, and launching initiatives that align product experience with customer value. A graduate of Wilfrid Laurier University with a BBA in Marketing, Alex brings analytical depth and creative energy to the intersection of growth, user experience, and commerce. His work is informed by a passion for behavioral psychology, practical experimentation, and a belief that great brands earn trust over time—not just clicks.

Guest

Alex McEachern

Head of Marketing

Company:

Intelligems

Location:

Kitchener, Ontario, Canada

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In this episode of The Marketing Front Lines, we speak with Alex McEachern, Head of Marketing at Intelligems. Alex brings a decade of B2B marketing experience in the e-commerce space, having witnessed the evolution from early content marketing tactics to today's sophisticated, personality-driven strategies. Through his journey from accidentally landing in marketing to leading content strategy at a fast-growing e-commerce testing platform, Alex shares tactical insights on modern content creation, the death of traditional lead magnets, and why B2B buyers behave exactly like consumers.

Topics Discussed:

The evolution and failure of traditional lead magnets in modern B2B marketing
Building founder-led content strategies without gating valuable information
Leveraging social algorithms while avoiding platform penalties for external links
Creating zero-click content that builds brand awareness without direct CTAs
Developing unique podcast angles that emotionally engage prospects
The psychology of B2B buyers and why they mirror consumer purchasing behavior
Narrative positioning strategies that avoid problem-focused messaging

Six takeaways from this conversation.

Actionable for Retail Tech Builders marketers

Abandon Gated Content Strategies Completely
Traditional lead magnets with gated content are not just ineffective—they're counterproductive. Alex advocates for making all expertise publicly available rather than trading contact information for content. The new "lead magnet" equivalent is high-value experiences like exclusive events or conferences that justify the contact information exchange.
Master Platform-Native Content Distribution
Social algorithms actively suppress posts with external links. Instead of driving traffic off-platform, create zero-click content that delivers full value within the social platform itself. Let prospects search for your brand when they're ready rather than forcing immediate action. This approach generates significantly higher reach and creates a content ecosystem that builds brand awareness.
Use Multi-Voice Content Remix Strategies
Rather than relying solely on founder-led content, establish 3-4 key voices across the organization (founders, head of marketing, head of go-to-market). Create one piece of core content, then remix it across these different voices with unique perspectives. This multiplies content output while maintaining consistent messaging and creates multiple touchpoints for prospects.
Build Tangential Content That Creates Emotional Engagement
The most effective B2B content sits adjacent to your product rather than directly describing it. Alex's previous "Customer Hat" podcast never mentioned their retention software but explored how brand owners actually shop, revealing the disconnect between their advertising strategies and personal buying behavior. This tangential approach draws new audiences who wouldn't engage with product-focused content.
Treat B2B Buyers as Multi-Dimensional Humans
B2B buyers use the same emotional decision-making processes as consumers. They buy on emotion, find solutions through research, then rationalize with logic. Create content that acknowledges buyers as complete people—not just professional personas—by mixing business insights with personal interests and humanizing moments.
Position Solutions as Barrier Removal, Not Problem Identification
Avoid the common B2B trap of leading with problems, which immediately raises buyer defenses. Instead, position your solution as removing barriers that prevent buyers from achieving their goals. Frame the narrative around enabling capabilities rather than fixing deficiencies. This creates a collaborative rather than accusatory dynamic.

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