Humanizing B2B: Digital Marketing That Builds Real Connections

In this episode of Visionary Voices by TO THE NEW, we sit down with Ana-Maria Körner, Regional Head of Brand, Digital & Communication (South-East Asia) at Hilti, to explore how B2B brands can create authentic, human-centered digital experiences in an increasingly automated world.

From reimagining digital engagement in the construction industry to leveraging data, storytelling, and emerging technologies like AI and automation — this conversation reveals how forward-thinking organizations build trust, relevance, and real connections.

In this episode, you’ll learn:

How digital marketing is transforming engagement for construction brands in APAC
How Hilti simplifies complex products for digital and social audiences
The metrics that truly matter for measuring B2B digital impact
How data and analytics influence smarter marketing decisions
The future of B2B marketing with AI, automation & immersive technologies
The role of strategic partners like TO THE NEW in scaling marketing success

Whether you’re in construction, B2B marketing, or digital transformation, this episode offers a fresh perspective on building meaningful, data-informed, human-centric digital strategies.

About the Speaker

Ana-Maria Körner

Ana-Maria Körner is Regional Head of Brand, Digital and Communication for Southeast Asia at Hilti Group. An experienced marketer with a strong interest in technology and digital transformation, she leads an international and diverse team of digital specialists across the region. Her work includes shaping digital marketing strategy, running regional campaigns, and driving brand awareness through digital channels.

Ana-Maria Körner

Regional Head of Brand, Digital and Communication