From sparkling water to SaaS: Emotional storytelling in B2B with Noa Magal Snir

VP Marketing at Neema and former marketing leader at SodaStream, Noa Magal Snir, explores the increasingly blurry line between B2B and B2C marketing. With a powerhouse background in both worlds, Noa Magal Snir shares how emotional storytelling in B2B, consumer-centric thinking, and brand identity are just as critical in B2B as in B2C.

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Episode summary

What do sparkling water and CRM software have in common? According to Noa Magal Snir, more than you may think.

In this energizing episode of the Radically Transparent podcast, Noa Magal Snir, VP Marketing at Neema and former global marketing leader at SodaStream, joins host Jennifer Gutman of Oktopost to explore the not-so-well-known overlap between B2B and B2C marketing. Drawing from a career that spans Super Bowl commercials to enterprise software, Noa Magal Snir unpacks why B2B marketers must let go of rivalry thinking and start embracing what B2C does best, truly knowing their customer, beyond what they do at work.

Noa explores a “bubbles” mindset and shares what she has learned from her time in B2C. She even reveals how by leading with emotional storytelling in B2B fuels even the most technical, brands.

If you’re B2B to the core, a marketing leader looking for a new perspective to inspire your team or a brand builder at heart, this episode will challenge you to rethink how you connect with the people behind the pipeline.

Hot topics:

• Why B2B marketers need a “Bubbles” mindset: Noa Magal Snir reveals how her time at SodaStream, where the product is literally sparkling water, taught her to drive impact through storytelling and emotion, a lesson B2B marketers need more than ever.
• Emotional + Functional = Marketing gold: From Salesforce’s cuddly mascots to Instagram ads by SEMrush, Noa Magal Snir gives real examples of B2B brands winning by combining heart and logic, urging B2B marketers to balance emotional storytelling with performance goals.
• Mastering the marketing mindset shift: Transitioning from B2C to B2B isn’t a downgrade, it’s a growth opportunity. Noa outlines how humility, curiosity, and constant learning helped her thrive across industries and why B2B should ditch the rivalry mindset.

From sparkling beverages to SaaS platforms, Noa Magal Snir brings a unique lens to modern B2B marketing. In this episode, she breaks down what marketing leaders can borrow from the B2C playbook—backed by real stories, lessons learned, and a healthy dose of marketing truth.

Meet Noa Magal Snir

With over 15 years of marketing experience spanning Tech, Fintech, and CPG, Noa Magal Snir knows a thing or two about building brands that people remember. Currently the VP of Marketing at Neema, Noa has held marketing leadership roles at SimilarWeb and SodaStream.

Noa is a results-driven marketing executive who blends creative storytelling with sharp strategic thinking. From B2B SaaS to fizzy beverages, she’s delivered award-winning campaigns that don’t just make noise—they drive real business results.

When she’s not building brands, Noa enjoys yoga, hiking, and reading. She lives in Ramat Gan with her family and a strong belief that whether it’s B2B or B2C, marketing is always about connecting with people.