Great marketing doesn’t start with a message; it starts with a mindset shift. If you want to make people feel something, you need more than a clever campaign. You need a story that invites them in and reflects something true.
That’s the magic of the “Assume That I Can” campaign, where simplicity meets significance, and storytelling sparks real cultural shift. In this episode, we unpack the power of that message with the help of our special guest, Mike Barton, VP of Corporate Communications and Content Marketing at AudioEye.
Together, we explore what B2B marketers can learn from building accessible experiences, confronting audience assumptions, and crafting stories that create real connection.
About our guest, Mike Barton
Mike is a marketing and communications leader dedicated to making the internet more accessible for all. As Vice President of Corporate Communication & Content Marketing at AudioEye, Mike leads marketing strategy, driving awareness and demand through blogs, social media, PR, video, and digital storytelling. Previously, at Adobe, he shaped content and executive messaging across Experience Cloud, Creative Cloud enterprise, and Document Cloud. With deep expertise in customer engagement and industry-specific storytelling, Mike excels at aligning business objectives with audience needs—crafting compelling narratives that resonate with C-suite leaders, end users, and decision-makers across industries.
What B2B Companies Can Learn From “Assume That I Can” campaign:
Quote
*“ Data informs, but emotion transforms. And it's not that these are two mutually exclusive delivery mechanisms…it's really bringing data and emotion together. And as we saw in the “Assume That I Can” campaign, it was through the voice of somebody who had Down Syndrome. So we're constantly bringing in blind people or deaf people, or people who have mobility issues and letting them tell their story.”
Time Stamps
[0:55] Meet Mike Barton, VP, Corporate Communication & Content Marketing at AudioEye
[01:13] Why the 'Assume That I Can' Campaign?
[03:04] Mike's Role at Audio Eye
[07:23] Breaking Down the 'Assume That I Can' Campaign
[11:33] How to Make Your Content Accessible
[15:13] B2B Marketing Takeaways from the Campaign
[29:44] Addressing Belief Barriers in Marketing
[31:58] Connecting Through Empathy and Storytelling
[33:09] Marketing Strategy at Audio Eye
[35:09] The Importance of Accessibility in Digital Experiences
[36:02] Combining Data and Emotion for Impact
[46:00] Final Thoughts and Takeaways
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