B2B Marketing Shepherd

Most B2B founders obsess over performance marketing and pipeline. Brand? That can “wait”.

In this episode of Decoding B2B Marketing, host Rajesh Kumar (https://www.linkedin.com/in/rajeshkjindal/) – marketer, Fractional CMO, Board Advisor and author of the upcoming book Decoding B2B Marketing – sits down again with Praval Singh (https://www.linkedin.com/in/praval/) of Zoho, to unpack what B2B branding really means — beyond logos, colors and taglines.

Praval has been with Zoho for over 14 years and is currently the VP of Marketing and Customer Experience. He and his team drive all brand-led initiatives at Zoho, across brand marketing, PR, event experiences, etc. 

They explore how Zoho, a product-led, engineering-heavy company, has evolved its brand over the last decade while building 50+ products and serving millions of users worldwide.

In this conversation, Rajesh & Praval dive into:

• Why brand matters deeply in B2B — especially when products look similar
• How Zoho thinks about company brand vs product brands
• When startups should start thinking about brand strategy
• Brand as a monetizable asset: trust, talent, referrals & recall
• Internal narratives like Humans of Zoho, The Long Game & Zoho Schools of Learning
• How to operationalize brand: guidelines, voice, campaigns, consistency
• The role of founder brand and “inside-out” storytelling
• Practical advice for B2B startups building from India for the world

If you’re a founder, CMO or marketer trying to build a B2B brand that actually means something — not just looks good — this one is packed with real, lived experience.

Listen here:

Apple Podcasts: https://tinyurl.com/38pe8ccb

Amazon Music: https://tinyurl.com/htve26md

Spotify: https://tinyurl.com/2j4zybrx

JioSaavn: https://tinyurl.com/4pv9jpxb

Gaana: https://tinyurl.com/39d6cfe5

00:00 – Introduction

02:20 – Why Brand Matters in B2B

07:44 – How To Go About Building a B2B Brand?

11:52 – B2B Company as a Brand vs Product Branding

16:20 – Brand Works For All Stakeholders

19:33 – Process of Brand Creation

24:25 – Managing Brand Consistency at Scale

27:11 – Global B2B Brands That Stand Out

31:53 – A True Brand Promise has to be LIved

33:24 – Advice, Tips & Hacks

UntitledThere’s a reason the world’s most prestigious brands bet big on sports, music, and celebrities even in B2B.

In this episode of Decoding B2B Marketing, host Rajesh Kumar (https://www.linkedin.com/in/rajeshkjindal/) – marketer, Fractional CMO, Board Advisor and author of the upcoming book Decoding B2B Marketing – sits down with Sujatha V Kumar (https://www.linkedin.com/in/sujatha-v-kumar-8319585/), CMO, Ex Visa, Coca-Cola and P&G, to unpack how sponsorships, celebrity endorsements and influencers can work powerfully for B2B brands.

Sujatha brings a rare mix of B2C and B2B experience — from Procter & Gamble, Coca-Cola and RBS, to leading marketing for Visa in India & South Asia. She has  worked with iconic global properties like FIFA World Cup, the Olympics, and with stars like P.V. Sindhu and Neeraj Chopra among others.

Together, they explore how to:

• Make high-cost sponsorships pay back in B2B context
• Turn sports & music partnerships into a lever for business-building
• Choose celebrities and influencers that truly fit your brand
• Use sponsorships across the full lifecycle — from brand to demand
• Think beyond spray-and-pray to sharp, measurable, strategic marketing

Along the way, Sujatha also shares her journey from from being an earnest psychology student to leading some of India’s most loved brands

• How she navigated the shift from B2C → B2B/B2B2C
• Her passion for music, bands and theatre
• How she mentors young women to  grow in their career, as a champion for women in leadership

If you’re a B2B marketer, founder or leader wondering whether sponsorships, celebrities or influencers are “worth it” — this episode gives you a practical, no-fluff playbook on how to use them smartly.

00:00 – Introduction

02:15 – Journey into B2B Marketing

07:02 – For the Love of Music

08:59 – On Women in Leadership

11:08 – Transition from B2C to B2B

16:08 – Unpacking Sponsorship for B2B Brands

20:18 – Integrating Brand with Sponsorship

26:24 – Delivering Experiences Money Can't Buy

28:19 – Using Influencer Marketing in B2B

30:33 – Choosing the Right Celebrity/Influencer

32:07 – Making a Business Case

33:46 – Warm Human Side of Celebrities, Paying It  Forward

39:10 – Advice, Tips & Hacks

#DecodingB2BMarketing #B2BMarketing #B2BBranding #Sponsorships #CelebrityEndorsement #InfluencerMarketing #VisaIndia #WomenInLeadership #MarketingLeadership #BrandBuilding #SportsMarketing #ExperientialMarketing #MarketingPodcast #RajeshKumar #SujataVKumar

What if your biggest deals aren’t won by marketing to many—but by marketing to ONE?

In this episode of Decoding B2B Marketing, host Rajesh Kumar (https://www.linkedin.com/in/rajeshkjindal/) sits down with Sanjay Chaudhary, Head of Enterprise Marketing at SAP India (linkedin.com/in/sanjay-k-chaudhary) , to unpack the art and science of Account Based Marketing (ABM)—one of the most powerful, less understood, and underutilized strategies in B2B.

Sanjay brings two decades of B2B experience across ABM, Enterprise & industry marketing, Sales Strategy & Operations, Communications & PR, . He breaks down how ABM can drive outsized impact when targeting a focused set of high-value accounts, when it works, when it doesn’t, and how to actually implement it end-to-end.

From account selection and deep analytics to personalization, AI-powered scaling, sales alignment, executive engagement, and customer advocacy—this episode is a masterclass for any B2B marketer, founder or sales leader looking to win big with the right accounts.

Along the way, Sanjay shares powerful real-world stories—from building challenger reports to land entry meetings, to co-creating strategic plans with clients, to running advocacy programs that turn customers into long-term partners.

If you want to understand ABM—not the buzzword, but the practice—this conversation is your blueprint.

• What ABM really is (and isn’t)
• When ABM works—and when it doesn’t
• How to select the right accounts
• How to build deep buyer and industry insights
• Why sales and executive alignment is a  non-negotiable
• Using AI to scale personalization and intent intelligence
• Measuring ABM success with execution, engagement & impact metrics
• How customer advocacy becomes your long-term moat
• The mindset needed to run marathon-like ABM programs

00:00 – Introduction

02:14 – Journey into B2B Marketing

08:08 – What is Account Based Marketing (ABM)?

09:21 – When is ABM the Right Strategy ?

12:19 – Identifying Accounts for ABM

14:05 – Can SaaS Companies Benefit from ABM?

15:30 – AI in ABM

20:04 – Measuring Success

23:26 – Making Business Case & Assembling the Team

25:41 – Sharing Real-life Examples

30:00 – Does ABM Work across Industries ?

34:11 – Advice, Tips & Hacks

36:08 – ABM for Legacy Businesses

37:04 – Making ABM Work

UntitledIn this episode of Decoding B2B Marketing, host Rajesh Kumar (https://www.linkedin.com/in/rajeshkjindal/) speaks with Sandeep Nagpal (https://www.linkedin.com/in/nagpalsandeep/), SVP & Head of Global Marketing at Cvent India — a seasoned B2B leader who has built partner ecosystems across Microsoft, SAP, and other global enterprises.

Sandeep shares his remarkable journey from manufacturing to marketing, revealing how partnerships, alliances, and ecosystems can become a marketer’s ultimate growth multiplier.

From navigating the evolution of B2B channels to creating joint go-to-market programs, Sandeep and Rajesh break down the “To, Through, and With Partner Marketing” framework — showing how to build trust, scale efficiently, and drive revenue in the AI-driven marketing era.

Tune in for deep insights on:

• How to attract, enable, and empower partners
• Partner marketing structures that scale
• Real-world case studies like SAP’s Ambition Express
• AI’s role in reshaping partner enablement
• Skills and tools every channel marketer must master

️Hosted by B2B Marketing Shepherd Rajesh Kumar, Decoding B2B Marketing series features unfiltered conversations with marketing leaders who are redefining how brands collaborate, communicate, and grow in the B2B landscape.

00:00 Introduction

04:08 Journey into B2B Marketing

08:02 Why Channel ?

10.04 Do SaaS Startups need partners ?

13.31 Partners Categories & their value

18:40 What gets Partners to work with you

21:23 Truth bout Partner Programs

25:23 Helping Partners Succeed

28:30 Stories from the trenches’

30:48 Software on a Bus to Customer doorstep

34:54 Who pays for Partner Marketing ?

36:52 Making Rebates and incentives work

38:15 Measuring Success

44:16 AI in Channel Marketing

47:01 Advice, Tips & Hacks

#B2BMarketing #PartnerMarketing #ChannelMarketing #ToThroughWithMarketing #EcosystemGrowth #MarketingLeadership #DecodingB2BMarketing #SaaSMarketing #B2BStrategy #BrandBuilding

In this episode of Decoding B2B Marketing, Rajesh Kumar (https://www.linkedin.com/in/rajeshkjindal/) speaks with Pritish Asthana, VP – Marketing at Lentra, (https://www.linkedin.com/in/pritish-asthana/) to explore what truly defines a brand in the B2B world — beyond logos, taglines, and visuals.

With over two decades of marketing experience spanning GE Capital, IBM, HP, Microsoft, Oracle, Lentra, Pritish combines creative instinct with data-driven discipline. Together, they unpack how brand building in B2B is about delivering on a promise — to customers, partners, and employees — and how that promise translates into trust, differentiation, and long-term growth.

He’s known for crafting campaigns that build trust in complex categories and for turning abstract ideas into compelling, scalable stories. Whether launching new platforms or reimagining legacy brands, his approach is rooted in clarity, curiosity, and a deep respect for audience intelligence.

Outside the boardroom, Pritish is a keen observer of emerging tech, a fan of strategic storytelling, and someone who believes marketing is as much about listening as it is about leading. He is an ardent rider, traveller, artist and chef- a diverse range of creative passions that he brings to his persona as a creative brand strategist.

Pritish shares his journey from business roles to brand marketing, his philosophy on creativity and focus, and his hands-on experience refreshing Lentra’s brand identity. He also discusses the growing importance of India’s digital evolution, AI in marketing, and the art of staying authentic in a crowded marketplace.

Tune in for actionable insights on creating brands that endure — from visual identity and storytelling to measurement, team building, and leadership alignment.

Watch on Youtube: https://youtu.be/s2vro2zim-A

In this episode of Decoding B2B Marketing, host Rajesh Kumar (https://www.linkedin.com/in/rajeshkjindal/) speaks with Praval Singh (https://www.linkedin.com/in/praval/).  

Praval has been with Zoho for over 14  years and is currently the VP of Marketing and Customer Experience. He and his team drive all brand-led initiatives at Zoho, across brand marketing, PR, event experiences, etc. 

Before joining Zoho, Praval co-founded a digital agency in 2008 that helped brands like Samsung, Maruti, Aircel, Micromax, NIIT, and others in India with social and digital outreach, product launch campaigns, and web development. Over the last 18 years—between his agency days and his time with Zoho—Praval has built marketing and communications teams, launched products, led workshops, and fostered critical partnerships. 

When not thinking or talking about B2B/SaaS marketing at an airport, hotel, or a Zoho office, he’s likely at his home—brewing some good coffee or wearing an apron and cooking up a storm! You can connect with him on X/Twitter @Praval or look him up on Linkedin.

Tune in for a masterclass in product marketing

Chapters: 

00:00 Introduction

02:55 Journey into B2B Marketing

04:51 For the Love of Coffee

07:40 Role of Product Marketing

12:35 Business Case for a New Product

15:17 Getting to Product Market Fit

18:53 Co-creating with Customers

21:46 Go-to-Market Rollout Rhythm

26:24 New Category Creation

28:28 When Does Product Led Growth (PLG) Work?

32:22 Managing the Product Life Cycle

36:02 Advice, Tips & Hacks

38:40 From India for the World

In this episode of Decoding B2B Marketing, host Rajesh Kumar (https://www.linkedin.com/in/rajeshkjindal/) speaks with Nandini Chatterjee (https://www.linkedin.com/in/nandini-chatterjee/), a super accomplished expert in Public Relations, media and communications.

Nandini brings rich experience in Press & Media Relations and addressing complex reputation challenges across industries. She has led marketing and communications strategy at PwC India for over two decades. She also served as a member of PwC’s global Network Comms leadership team, collaborating on action plans for 157 countries. She also runs her own podcast - watch here for deeper drill into PR http://www.youtube.com/@commsandconversations

They dive deep into how public relations, internal communications and executive communications are evolving in the age of digital. They expand on the critical role of earned media and why authenticity & trust remain the strongest currencies in B2B marketing. Nandini shares battle-tested lessons from handling corporate crises, building executive communication strategies, driving internal engagement, and measuring PR outcomes with precision.

Whether you’re a B2B marketer, startup founder, or communications professional, this conversation offers a masterclass in building credible brands through strategic storytelling and stakeholder engagement.

Follow Nandini’s creative side on Instagram @colours_on_my_canvas

‍ Catch Rajesh’s cooking experiments on Instagrams @homechef.on.weekend

⏱️ Chapters/Sections:

02:41 : Journey into B2B Marketing

04:47 : Artist behind the CMO 

06:33 : Earned Vs Paid Media 

08:14 : PR in the age of Digital

10:36 : Developing PR Strategy & Plan 

20:26 : How do you measure impact of PR

25:58 : PR Tactic Mix

28:47 : Internal Communications

31:19 : Executive Communications

35:50 : Building a star PR Team

38:18 : Choosing the right PR Agency Partner

40:10 : Advice, Tips & Hacks

45:40 : Crisis Management

#B2BMarketing #CorporateCommunications #PublicRelations #EarnedMedia #PaidMedia #BrandStrategy #MarketingLeadership #PRStrategy #CommunicationsStrategy #B2BBrandBuilding #CrisisManagement #ExecutiveComms #InternalComms

In this episode of Decoding B2B Marketing, Rajesh Kumar (https://www.linkedin.com/in/rajeshkjindal/) speaks with Rahul Singh, Vice President & Head of Marketing, SAP Indian Subcontinent (https://www.linkedin.com/in/rahulsinghsap/), about the evolving role of events in B2B marketing.

Rahul is an industry veteran with over 25 years of marketing management experience across Fortune 500 technology companies including HCL, AMD, Hewlett-Packard and Dell besides SAP. His experience as a full stack marketing leader includes product & brand management, digital demand generation programs, media & analyst relations, channels & ecosystem marketing. Winner of multiple accolades and awards throughout his career, he was rated the Most Admired Marketer and the Most Agile Marketer in the SAP APJ Region in 2019, and was acknowledged as the Best Marketer in the SAP APJ Region in 2020. He is a regular speaker at industry events and has been featured in cover stories in Times of India, The Strategist and The Economic Times - Brand Equity besides a whole host of industry publications.

From Industry Conferences to Company flagships like SAPPHIRE & SAP NOW , CXO engagement and Virtual events, Rahul unpacks how physical, digital, and hybrid experiences can drive both pipeline and brand trust.

Learn how to integrate creativity, technology, and immaculate execution to deliver memorable customer experiences, and why events — big and small — continue to remain a critical route in B2B Campaigns in the digital age.

Key Topics Covered

4:07 : Journey into B2B Marketing

5:14 : Ctrl+Alt+Create : The Human Beyond the Hustle

7:21 : The theatre of B2B Events

11:23 : Lessons from the Real World

14:57 : Driving Value from Industry & Trade Events

20:07 : Role of Company Flagship Events

26:59 : The challenge of Engaging CXOs

30:27 : Virtue of Virtual Events

32:46 : Getting Partners to Co-Invest

36:13 : Using Celebrity Headliners  

38:45 : Advice, Tips and Hacks

41:53 : Measuring Impact

#B2BMarketing #SAP #EventMarketing #DemandGeneration #RevenueMarketing #CXOEngagement #SaaSMarketing #PipelineGrowth

Join Rajesh Kumar (https://www.linkedin.com/in/rajeshkjindal/) in the first episode of "Decoding B2B Marketing" as he sits down with Udit Agarwal (https://www.linkedin.com/in/uditagarwal/). He is the Vice President and Head of Global Marketing at Exotel, a Bangalore-based full-stack customer engagement platform, an industry veteran who brings over two decades of experience in B2B marketing. With a proven track record of building successful brands and executing effective marketing strategies, Udit has spearheaded successful campaigns for UiPath, Adobe, SAP, and other leading organizations. At Exotel, Udit is responsible for driving the company's marketing efforts and building brand awareness. He is known for his strategic thinking, innovative mindset, and ability to inspire his team to deliver exceptional results.

Learn how the shift from traditional lead generation to a holistic revenue marketing strategy is changing the game. Discover the power of aligning marketing with business goals, using AI, building trust, and measuring capital efficiency. Perfect for marketers, startup founders, and business leaders aiming to transform their approach to demand generation in the SaaS and tech space.

Links Mentioned:

Zoho Advert: https://www.youtube.com/watch?v=4ivmul54L-w

Key Terms Explained:

SDR : Sales Development Representative

ICP : Ideal Customer Profile

Listen on Other Platforms:

Spotify: https://open.spotify.com/show/1Iv2kKO03McxaXxxo5fcN5

Amazon Music: https://music.amazon.com/podcasts/1999ec3a-9027-4cc8-b155-65d127029d21

Youtube: https://www.youtube.com/@B2BMarketingShepherd

Chapters:

3:18: Journey into B2B Marketing

6:15 : Truth About Leads in B2B

15:35 : Real Experience from the Trenches

31:55 : Marketing in the Subscription Economy

37:05 : AI & Martech in Demand

41:05 : Tip, Advice and Hacks

#B2BMarketing #SaaSMarketing #RevenueMarketing #DigitalMarketing #DemandGeneration #MarketingStrategy #AIinMarketing #MarketingLeadership