Great marketing isn’t just strategy, it’s intuition, timing, and a deep understanding of human behavior. 

That’s the beauty of Eternal Sunshine of the Spotless Mind, a movie about erasing your memories. In this episode, we’re breaking down its lessons with the help of special guest Noha Rizk, Chief Marketing Officer at Incorta. 

Together, we explore what B2B marketers can learn from putting human emotion at the center of their work, trusting intuition alongside data, and embracing mistakes as the path to growth.

About our guest, Noha Rizk

Noha Rizk is the Chief Marketing Officer at Incorta. With deep expertise in Marketing, brand management, integrated channel management, product leadership, P&L accountability, and change management, across various industries and launching and leading partnerships, marketing and product in over 50 countries, Noha brings extensive experience and insights into how to execute for brand loyalty, growth and sustainable share of the market. 

Prior to Incorta, Noha led marketing for Meta AI, launching Llama, and leading other open source projects like PyTorch. She pioneered online banking for Amex and Citi, online booking and revenue optimisations and integrated channel strategies in the hotel industry with Starwood and Marriott, led partnerships and loyalty in emerging markets, launched NGO and Gov projects with US state department, launched and spun off two of her own successful businesses and helped organise PayPals enterprise, Platforms and Developer product offerings and streamline their GTM strategies.

Noha loves to solve big problems and create groundbreaking products and services that inspire customers and business partners. She focuses on delivering insights and metrics driven outcomes, collaborating with cross-functional teams, and coming up with innovative solutions. She especially enjoys building and developing strong, resilient, and nimble teams that can adapt to changing market needs and customer expectations.

Noha is an avid reader, developing painter and pianist, proud mother and animal lover with a passion for helping the private sector thrive in emerging markets.

• Lead with human emotion. Great marketing isn’t about features, it’s about people. Even in B2B, you’re dealing with human psyches, behaviors, and emotions—not faceless corporations. Noha explains, “Even as B2B marketers… you’re dealing with individuals. You’re dealing with the human psyche, you’re dealing with the buying behavior… ultimately that is the objective. The objective is to maintain a relationship with your customers.” The lesson? Build messaging that connects on a human level first, because behind every buying decision is a person making sense of their own emotions.
• Balance data with intuition. Metrics matter, but numbers can’t capture everything. Noha argues that some of the best insights come from being present, listening, and noticing what the data can’t show. “Some things can’t be measured…A big chunk of marketing has to be intuitive. It’s not always purely scientific.” Just as the film’s dreamlike narrative reminds us memory isn’t linear or logical, B2B marketers need to leave room for creativity, serendipity, and gut instinct, because not everything that counts can be counted.
• Embrace mistakes as part of growth. Trying to erase failures is as dangerous in marketing as it is in memory. Noha points out, “You can’t just erase away the pain… you won’t learn if you don’t make mistakes. A lot of marketers have to be super buttoned up, their campaigns have to work… there isn’t a lot of opportunity for marketers these days to be allowed to make mistakes.” But the best brands learn from experiments that don’t go as planned. Failure isn’t wasted, it’s the raw material for innovation, resilience, and better campaigns down the road.

“ As marketers…we explore the human psyche pretty much day in, day out, even if it's not explicitly said. But that's essentially what we do.”

Links

Connect with Noha on LinkedIn

Learn more about Incorta

About Remarkable!

Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. 

In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. 

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