Meet Praval Singh, Head of Marketing at Zoho, who has spent 13 years building one of the most successful bootstrapped SaaS companies in the world. From managing a single product (Zoho Social) to now overseeing brand marketing, enterprise GTM, and customer advocacy across 55+ products, Praval has witnessed Zoho's remarkable journey from 6 million to 130 million users globally.In this episode of The Marketing Couch, Praval shares the real story behind scaling B2B SaaS marketing—from product-led to brand-led strategies, why product marketing is under fire, and how to prove marketing ROI when leadership questions your impact.What you'll learn🔸 Product marketing under scrutiny: How to prove ROI and demonstrate strategic value beyond feature launches🔸 The shift from product-led to brand-led marketing at scale (and when to make that transition)🔸 Messaging strategy for 55+ products: How to avoid customer confusion while maintaining brand coherence🔸 SMB vs Enterprise playbooks: Why applying enterprise tactics to SMB customers kills startups (and vice versa)🔸 Customer advocacy done right: Turning satisfied users into your most powerful sales channel🔸 Remote leadership secrets: Building and managing high-performing teams across geographies🔸 The SaaS marketing evolution: What actually changed between 2012 and 2025 (and what stayed the same)🔸 From agency to product company: The mindset shifts required when you move from B2C to B2B SaaS🔸 Why consistency beats campaigns: The long-term thinking that built Zoho's brand equityWhere to find Praval SinghLinkedIn: https://www.linkedin.com/in/praval/X (Twitter): @pravalWhere to find Jaydip SikdarLinkedIn: https://www.linkedin.com/in/jaydipsikdar/Timestamps00:00:00 Introduction00:03:07 Zoho's Growth Journey and Product Evolution00:06:08 The Importance of Product Marketing00:09:02 Understanding the SaaS Landscape00:11:59 The Role of Product Marketing in Driving Revenue00:14:46 Key Performance Indicators for Product Marketing00:18:07 Zoho's Unique Approach to Growth and Privacy00:21:05 Building a Unified Tech Stack for Innovation00:23:48 The Future of Zoho and Market Positioning00:31:27 Data Privacy and Marketing Strategy00:35:41 Zoho's Go-to-Market Approach00:36:05 Transitioning from SMB to Enterprise00:42:27 The Role of Events in Marketing00:53:26 Building a Unified Brand Narrative00:57:15 Organizational Structure and Marketing Strategy01:00:57 The Role of Brand and Product Management01:01:44 Exploring AI Integration in Business01:03:26 Marketing's Shift Towards Revenue Ownership01:06:07 Enhancing Customer Experience01:09:16 Driving Cross-Functional Consensus01:17:29 Hiring Philosophy and Cultural Fit01:23:23 Personal Insights and InterestsZoho: https://www.zoho.com/Zoho Social: https://www.zoho.com/social/Zoho Books: https://www.zoho.com/books/ManageEngine: https://www.manageengine.com/Stratigery Newsletter by Ben Thompson: https://stratechery.com/MKT1 Newsletter: https://mkt1.substack.com/Om Malik's Commentary: https://om.co/About The Marketing CouchThe Marketing Couch brings you real conversations with B2B marketing leaders, sales leaders, product leaders, customer success leaders, and founders who share what actually works beyond the theory. From startup growth to enterprise scale, discover the strategies, frameworks, and mindsets that drive measurable business impact.For inquiries about the podcast, contact [email protected].

#b2bmarketingstrategy #SaaSMarketing #ProductMarketing #ZohoMarketing #MarketingROI #BrandBuilding #CustomerAdvocacy #TheMarketingCouch #CMOInsights #B2BGrowth #RemoteLeadership #EnterpriseMarketing #SMBMarketing #MarketingStrategy #StartupMarketing #communitymarketing

Meet Krishnan Chatterjee, Head of Marketing for Google Cloud India, who has spent over two decades spotting discontinuities and turning them into business breakthroughs. From launching Bristol Menthol on a bicycle in Jodhpur to building "Employees First, Customers Second" at HCL, and from creating GST solutions at SAP to now driving AI transformation at Google Cloud, Krishnan brings a unique philosophy: "Brand equals business model."

In this episode of The Marketing Couch, Krishnan shares why most B2B marketers fail because they separate brand from business reality—and reveals his contrarian approach to building marketing functions that actually drive revenue instead of just organizing events.

What you'll learn

🔸 The Brand = Business Model Philosophy: Why marketing claims must be delivered through your actual business model, or you've failed as a marketer

🔸 The Discontinuity Advantage: How to spot market shifts before competitors and turn them into revenue opportunities (like the GST solution that generated 25% of SAP India's cloud revenue)

🔸 AI's Funnel Transformation: Why engagement-driven MQLs are dying and intent-driven funnels with higher conversion rates are the future

🔸 The Lighthouse Strategy: Why you should never campaign until you have 2-3 brilliant customer implementations and advocacy

🔸 Capacity vs Cost: How AI isn't just about reducing costs but expanding your capacity to solve previously impossible problems

🔸 The P&L Line of Sight: How to position your marketing function in the top half of the P&L as a revenue contributor, not a cost center

🔸 Cross-functional Orchestration: The three-part role marketers must play—customer intimacy, proposition building, and market discontinuity identification

🔸 Value vs Commodity Selling: Why B2B marketing evolved from commodity price battles to value creation and what that means for your approach

🔸 The "Create, Not Consume" Mindset: How a philosophy from music creation applies to building breakthrough marketing strategies

🔸 Operating Model Transformation: Why AI requires rethinking people, process, and technology—not just adding new tools to existing workflows

Where to find Krishnan Chatterjee

• LinkedIn: https://www.linkedin.com/in/krishnanchatterjee/

• Music: Search "Contraband - Currency" on any streaming platform

• Community: ATM (Addicted to Music) - YouTube

Where to find Jaydip Sikdar

• LinkedIn: https://www.linkedin.com/in/jaydipsikdar/

• X: https://x.com/jaydipsikdar

Timestamps

00:00 Introduction to the Marketing Couch Festival Specials

02:15 Exploring Krishnan Chatterjee's Journey

04:07 Philosophical Insights and Personal Reflections

09:31 The Transition from B2C to B2B Marketing

11:36 Discontinuities in Marketing and Career Choices

18:06 AI's Role in B2B Marketing

21:08 Google Cloud's Mission and Marketing Strategy

24:45 B2B Marketing Evolution and Insights

27:32 The Shift from Commodity Selling to Value Selling

30:28 Aligning Marketing with P&L Objectives

32:10 Customer Intimacy and Market Discontinuities

35:35 The Transformation of B2B Marketing Funnels

39:21 AI's Impact on Marketing Operating Models

42:10 The Importance of Cross-Functional Collaboration

45:09 Balancing Creativity and Professional Responsibilities

49:13 Personal Pride and Mentorship in Professional Growth

About The Marketing Couch

The Marketing Couch brings you honest conversations with B2B marketing, sales, and startup leaders. For inquiries about the podcast, contact [email protected].

#B2BMarketing #AIMarketing #BrandStrategy #GoogleCloud #DiscontinuityMarketing #MarketingStrategy #TheMarketingCouch #RevenueMarketing #BusinessModel #MarketingLeadership #DigitalTransfo #DiscontinuityMarketing #RevenueMarketing #BusinessModelStrategy #DigitalTransformation #MarketingLeadership #AITransformation #B2BGrowth

Paroma Sen joined Astera Labs as VP of Corporate Marketing in January 2024—just two months before the company's $2B IPO. Here's how she built a marketing organization from scratch during one of the most intense periods in a company's lifecycle, and what she learned about making "boring" industries cool again.We discuss:1. The "Tiramisu Strategy" for building marketing infrastructure in layers (and why alignment holds it all together)2. How to manage 7 different audiences simultaneously without diluting your message3. Why being the "new person" during crisis can be your biggest advantage4. The moment industry people said Astera was "showing up bigger than your brand"5. How creative AI usage cuts through B2B content clutter (data centers with Christmas lights?)6. Why she deliberately chooses stretch roles over "perfect fit" positions every time7. The cross-continental marketing reality: What works in India vs Silicon Valley8. How Astera became the first semiconductor company to embrace ABM methodologyWhere to find Paroma Sen:• LinkedIn: https://linkedin.com/in/paromasenWhere to find Jaydip:• LinkedIn: https://www.linkedin.com/in/jaydip-sikdar• YouTube: https://www.youtube.com/@jaydipsikdarIn this episode, we cover:00:00 Introduction02:55 The Evolution of Semiconductor Marketing05:48 Building a Marketing Team from Scratch08:54 The Tiramisu Strategy for Organizational Growth11:50 Positioning in the AI Infrastructure Landscape15:10 Cross-Cultural Marketing Insights18:12 Lessons from the D2C Experience27:17 Navigating B2B and Consumer Marketing Dynamics28:15 Roles and Responsibilities in Marketing29:32 Differentiating Go-to-Market Strategies30:56 Understanding Audience Engagement32:40 Communicating Across Diverse Audiences36:38 The Evolution of Product Marketing39:44 The Importance of Positioning in Marketing41:10 AI's Impact on Marketing Strategies44:11 Implementing Account-Based Marketing (ABM)46:22 The Role of Diversity in Marketing Teams48:53 Advice for Aspiring Marketers50:32 The Shift in Content Marketing StrategiesMy biggest takeaways: The "Tiramisu Strategy" for building marketing from scratch: Infrastructure first (people, process, technology), then strategy (what to do/not do), then execution—all held together by alignment across leadershipThe 30-60-90 day framework for new leaders: Listen and absorb (first 30), reflect your point of view and gather feedback (next 30), then decide and communicate the plan (final 30)The 7-audience framework for complex B2B messaging: Map all stakeholders (customers, partners, investors, press, analysts, current employees, future employees), but tailor content strategically; not every message serves all sevenReferenced:• Astera Labs: https://www.asteralabs.com/• SAP: https://www.sap.com/• National Semiconductor: https://www.ti.com/• Dolby Labs: https://www.dolby.com/• NDTV Ethnic: https://www.ndtvethnic.com/• OCP Summit: https://www.opencompute.org/• The Marketing Couch: https://www.youtube.com/@jaydipsikdar• UC Berkeley Haas: https://haas.berkeley.edu/• Seth Godin's Marketing Blog: https://seths.blog/Production and marketing by Unstoppable Studio.For inquiries about sponsoring the podcast, email [email protected].#B2BMarketing #CorporateMarketing #SemiconductorMarketing #IPOMarketing #MarketingTeamBuilding #ProductMarketing #AIInMarketing #MarketingLeadership #VPMarketing #B2BMarketingStrategy #MarketingFromScratch #SiliconValleyMarketing #TechStartupMarketing #HardwareMarketing #AIInfrastructureMarketing #AsteraLabs #SAPMarketing #NationalSemiconductor #DolbyLabs #TiramisuStrategy #MarketingOrgStructure #EventMarketing #ABMSemiconductor #B2BContentStrategy #MarketingCareerAdvice #MarketingLeadershipDevelopment #InternationalMarketing #HiringMarketingTalent #MarketingPodcast #B2BMarketingPodcast #StartupMarketingPodcast #TheMarketingCouch #MarketingCareerPodcast #B2BMarketingFrameworks

Meet Adithya Krishnaswamy, Director of Marketing at Everstage, who built a 15-person marketing team without any traditional marketing background. From processing sales commissions in Excel at Freshworks to leading marketing at a Series B startup, Adithya brings a RevOps lens to B2B marketing that challenges every conventional playbook. In this episode of The Marketing Couch, Adithya shares how Everstage grew from zero to hundreds of customers by doing 100+ events where they never pitched their product—and why this contrarian approach actually accelerated their pipeline.

What you'll learn

🔸 The anti-pitch philosophy: Why adding value first and never outwardly pitching prospects became their core growth engine

🔸 100 events, zero pitches: The community-first approach that built trust before selling

🔸 Why they deliberately avoided SEO: The counterintuitive decision to ignore a channel every competitor was using

🔸 Implementation as differentiation: How refusing to outsource became their biggest competitive moat

🔸 AI-powered productivity: Actual workflows that help a 15-person team operate like 50

🔸 Building US market trust from India: The long-game strategies that actually worked

🔸 ABM without the hype: Why they never spent on Demandbase platforms everyone was using

🔸 Content in the AI era: Moving beyond blogs to insights, data, and expert opinions

🔸 RevOps to Marketing transition: How understanding the jobs-to-be-done gave an unfair advantage

Where to find Adithya Krishnaswamy

• LinkedIn: Adithya Krishnaswamy

• Everstage: https://www.everstage.com

• Closing Thoughts Newsletter: Available on LinkedIn

Where to find Jaydip Sikdar

• LinkedIn: /jaydipsikdar

• X: https://x.com/jaydipsikdar

• The Marketing Couch: /@jaydipsikdar

Timestamps

00:00 Introduction

00:10 Everstage and Its Unique Approach

02:45 Understanding the Sales Commission Automation Landscape

08:10 Competitive Differentiation in Sales Performance Management

17:37 Target Audience and Market Dynamics

19:26 Aditya's Journey and Marketing Philosophy

25:02 Community Building and Event Strategy

33:31 Navigating the US Market and Brand Building

39:59 The Shift to Targeted Marketing

43:00 Learning from Community Insights

45:49 Content Marketing in the AI Era

49:41 Authenticity in Thought Leadership

54:25 The Evolution of SEO and AI

58:26 Leveraging AI for Workflow Automation

01:02:24 Demand Generation Strategies

01:03:39 The Role of AI in Scaling Marketing Efforts

01:09:41 Future Trends in Marketing and AI

01:14:59 The Human Element in Marketing

Referenced

• RevOps Co-op Community: https://www.revopscoop.com/

• Gartner Market Guide: https://www.gartner.com/en/research/methodologies/market-guide

• Forrester Wave: https://www.forrester.com/policies/forrester-wave-methodology/

• Pavilion Newsletter: https://www.joinpavilion.com/topline-newsletter

• Thomas Tung's Newsletter: https://tomtunguz.com

• SaaStr Newsletter: https://www.saastr.com/old-subscribe-2/

• 20VC Podcast: https://20vc.substack.com/about

About The Marketing Couch

The Marketing Couch brings you real conversations with B2B marketing leaders who share what actually works beyond the theory. From startup growth to enterprise scale, discover the strategies, frameworks, and mindsets that drive measurable business impact.

For inquiries about the podcast, contact [email protected].

#B2BMarketing #StartupMarketing #RevenueOperations #AIinMarketing #SalesCompensation #AccountBasedMarketing #TheMarketingCouch #CommunityMarketing #B2BSaaS #MarketingStrategy #GTM #Everstage #MarketingLeadership #ContentMarketing #DemandGeneration #Everstage #themarketingcouch

Meet Ranga Jagannath, Senior Director-Growth at Agora, who has spent over 9 years building markets from zero while defying every conventional career rule. From customer support roles to leading sales for a tech startup, Ranga brings a unique perspective on what actually drives sustainable professional growth—and why most people get career loyalty completely wrong.

In this episode of The Marketing Couch, Ranga shares the real insights behind building a fulfilling career without constantly chasing the next opportunity—and why his contrarian approach to sales has kept him energized for nearly a decade.

What you'll learn

🔸 The career evolution playbook: How customer support experience becomes a secret weapon in sales leadership

🔸 Why a long stint at one company can be a competitive advantage (when everyone else job hops)

🔸 The "accidentally wise" philosophy: How curiosity, stubbornness, and inability to sit still drive career growth

🔸 Distance running discipline applied to business: Why incremental progress beats overnight success

🔸 The networking approach that opened doors: Building relationships without selfish motives

🔸 Sales empathy from the front lines: How customer support teaches you to handle rejection and difficult conversations

🔸 The contrarian sales practices: Why Ranga hates forecasts and avoids traditional sales entertainment

🔸 Work-life integration reality: Why perfect balance is a myth but sustainable growth isn't

🔸 Learning and staying relevant: How curiosity and hands-on experimentation keep you ahead

Where to find Ranga Jagannath

• LinkedIn: https://www.linkedin.com/in/rangajagannath

• Ranga's Book 'Accidentally Wise'' Amazon Link: https://amzn.in/d/3DEjEIj

• Peak Pursuits [Ranga's Newsletter]: https://peakpursuit.substack.com/

Where to find Jaydip Sikdar

• LinkedIn: https://www.linkedin.com/in/jaydipsikdar/

• X: https://x.com/jaydipsikdar

• The Marketing Couch: www.youtube.com/@jaydipsikdar

Timestamps

00:00 Introduction

05:03 Building a Career at Agora

09:52 Understanding Agora's Technology and Market

15:09 Sales Insights and Networking

20:10 Empathy in Sales and Customer Support

26:05 Navigating the Sales Landscape

29:42 The Influence of Sports on Professional Life

37:16 The Journey of Writing: Accidentally Wise

45:50 Balancing Professional Growth and Personal Pursuits

Referenced

• Agora.io: https://www.agora.io

• Accidentally Wise (Book): Available on Amazon

• Peak Pursuits Newsletter: Available on Substack

• Hike Messenger: Early customer success story

• Centennial by Alex Hill: Referenced book on organizational longevity

About The Marketing Couch

The Marketing Couch brings you real conversations with B2B marketing leaders, sales leaders, product leaders, customer success leaders, and founders who share what actually works beyond the theory. From startup growth to enterprise scale, discover the strategies, frameworks, and mindsets that drive measurable business impact.

For inquiries about the podcast, contact [email protected].

This Marketing video is part of 'The Marketing Couch' podcast series. Subscribe if you are a B2B Marketer, want to grow your career in B2B marketing, B2B Sales, Product Marketing, Startup Marketing, AI Marketing, or you want to keep track of the latest trends in B2B Marketing, or you are a startup founder and figuring out where and how to start marketing.

#B2BMarketing #SalesLeadership #CareerGrowth #CustomerSuccess #StartupLife #ProfessionalDevelopment #TheMarketingCouch #WorkLifeBalance #SalesStrategy #CareerAdvice #B2BSales #MarketingLeadership #StartupGrowth #DistanceRunning #AccidentallyWise

Meet Ayush Poddar, GTM strategist and founder, who has spent nearly a decade building and scaling go-to-market strategies across SaaS, marketplace, and services businesses. From launching 4 bootstrapped companies to now helping 150+ founders refine their GTM playbooks, Ayush brings a unique perspective on what actually moves the needle in AI-powered marketing.

In this episode of The Marketing Couch, Ayush shares the real tactical approach to transforming traditional SEO strategies for the AI era—and why most marketers are still playing by outdated rules that won't work in 2025.

What you'll learn

🔸 The AI search transformation: How AEO and GEO are reshaping content discovery beyond traditional SEO

🔸 Live AI prompt demonstrations: Exact prompts to audit and optimize your content for answer engines

🔸 The content structure framework: Why 90% of existing content fails AI readability tests

🔸 Search intent evolution: From keyword stuffing to intent-based optimization that AI actually understands

🔸 The AEO vs GEO playbook: When to optimize for direct answers vs generative citations

🔸 Content audit using AI: Step-by-step process to identify optimization opportunities in your existing assets

🔸 The technical SEO foundation: Why traditional fundamentals still matter in an AI-driven world

🔸 Future-proofing your content strategy: Building assets that work across search engines and AI platforms

🔸 Common optimization mistakes: What kills your chances of getting featured in AI-powered results

Where to find Ayush Poddar

• LinkedIn: https://www.linkedin.com/in/ayushpoddar-62b7b35b

• StartupGTM Newsletter: https://startupgtm.substack.com/

Where to find Jaydip Sikdar

• LinkedIn: https://www.linkedin.com/in/jaydipsikdar/

• X: https://x.com/jaydipsikdar

• The Marketing Couch: www.youtube.com/@jaydipsikdar

Timestamps

00:00:00 Introduction

00:01:19 The Shift from Traditional Search to AI-Driven Search

00:03:36 The Evolution of Zero-Click Searches

00:05:56 The Role of SEO in an AI-Driven World

00:08:15 Content Strategy for Startups in the AI Era

00:10:39 Optimizing Content for AI and SEO

00:13:15 Understanding AEO and GEO

00:15:36 Practical Steps for Marketers

00:17:53 Common Mistakes in SEO and AI Optimization

00:20:17 Insights from the Newsletter and Prompt Engineering

00:32:38 The Shift to Long-Form Storytelling

00:33:51 Evaluating Content for AI and SEO

00:35:50 Prioritizing Content for Optimization

00:36:55 Generating FAQs and Snippets

00:37:35 Customizing Prompts for Different Use Cases

00:40:08 Understanding Search Intent and Queries

00:42:35 Leveraging Competitor Analysis for Content

00:46:00 Structuring Content for AI Readability

00:48:50 Technical SEO Best Practices

00:50:45 The Evolving Role of Marketers

Referenced

• StartupGTM Newsletter SEO-AEO-GEO editions:

Part 1: https://startupgtm.substack.com/p/playbook-transform-seo-content-to

Part 2: https://startupgtm.substack.com/p/get-visibility-in-chatgpt-perplexity

• Google AI Overviews: https://support.google.com/websearch/answer/13236907

• Perplexity AI: https://www.perplexity.ai/

• ChatGPT: https://chat.openai.com/

• Ahrefs: https://ahrefs.com/

• SEMrush: https://www.semrush.com/

About The Marketing Couch Podcast

The Marketing Couch brings you real conversations with B2B marketing leaders, sales leaders, product leaders, customer success leaders, and founders who share what actually works beyond the theory.

For inquiries about the podcast, contact [email protected].

This Marketing video is part of 'The Marketing Couch' podcast series. Subscribe if you are a B2B Marketer, want to grow your career in B2B marketing, B2B Sales, Product Marketing, Startup Marketing, AI Marketing, or if you want to keep track of the latest trends in B2B Marketing, or you are a startup founder and are figuring out where and how to start marketing.

#B2BMarketing #SEO #AEO #GEO #AIMarketing #SearchOptimization #ContentMarketing #MarketingStrategy #TheMarketingCouch

Meet Atmaram Gunupudi, Global Head of Professional Services at ThoughtSpot and Research Fellow at the Indian School of Business, who has spent over 20 years turning customer success into a revenue engine. From scaling post-sales teams at Salesforce across global markets to driving 10x revenue growth at MoEngage, Atma has cracked the code on transforming customer success from a cost center into the most strategic function in SaaS companies.

In this episode, Atma discusses why most SaaS companies are leaving millions on the table by treating marketing and customer success as separate silos. He shares his controversial take on where customer success should report for maximum impact.

What you'll learn

🔸 The Marketing-CS Partnership Gap: Why treating marketing and customer success as separate functions fractures the customer experience at handoff

🔸 The Three Waves of CS Evolution: From reactive support to consultative partnerships to transformative business outcomes

🔸 Agent AI Revolution in Recurring Revenue: How to reduce effort to record, analyze, and execute by 60% using AI-driven automation

🔸 The Community Strategy Imperative: Why community is the single most crucial go-to-market lever CEOs have and most ignore it

🔸 Where CS Should Report: The controversial organizational design that drives 90%+ GRR and 120%+ NRR consistently

🔸 The Three Critical Skills for CSMs: Operational efficiency, account management, and functional expertise to survive the AI transformation

🔸 Customer Success Flywheel Framework: From acquisition to retention to engagement—and why most companies only focus on the first

🔸 Concept-to-Market Speed: Why traditional barriers to entry are obsolete and how this changes everything for B2B SaaS

🔸 The CEO-Level Community OKR: Making customer marketing a top-down strategic priority, not an afterthought

Where to find Atmaram Gunupudi

• LinkedIn: https://www.linkedin.com/in/atmag/

• Atma's CS Flywheel Website: https://csflywheel.ai/

• Atma's Book - The Customer Success Flywheel: https://amzn.in/d/aPesIDp

Where to find Jaydip Sikdar

• LinkedIn: https://www.linkedin.com/in/jaydipsikdar/

• X: https://x.com/jaydipsikdar

Timestamps

00:00 Intro

05:49 Reinventing Recurring Revenue Management

11:20 Defining Customer Success in Modern SaaS

16:00 Trends Shaping the Future of Customer Success

22:49 The Evolving Role of Customer Success Managers

28:22 Mindset and Training in Customer Success

32:14 The Collaboration Between Marketing and Customer Success

38:21 Ensuring Seamless Customer Experience

38:48 Collaboration Between Marketing and Customer Success

39:55 The Shift from B2B to B2C in SaaS

41:14 The Importance of Community Strategy

43:13 Organizational Design for Customer Success

48:13 Integrating AI in Customer Success Operations

59:26 The Reporting Structure of Customer Success

01:03:45 Insights from Research at ISB

01:06:24 Understanding the Customer Success Flywheel

01:08:12 Continuous Learning and Staying Updated

Referencd

• ThoughtSpot: https://www.thoughtspot.com/

• MoEngage: https://www.moengage.com/

• Salesforce: https://www.salesforce.com/

• Indian School of Business: https://www.isb.edu/

• CSFlywheel.ai: https://csflywheel.ai/

• Lovable: https://lovable.dev/

• Gartner: https://www.gartner.com/en

• G2: https://www.g2.com/

This Marketing video is part of 'The Marketing Couch' podcast series. Subscribe if you are a B2B Marketer, Customer Success Leader, want to grow your career in SaaS, AI-driven revenue operations, or you want to keep track of the latest trends in customer success, recurring revenue management, or agent AI applications.

For inquiries about the podcast, contact [email protected].

#CustomerSuccess #RecurringRevenue #B2BMarketing #AgentAI #SaaS #MarketingStrategy #CustomerExperience #TheMarketingCouch #CustomerSuccessFlywheel #AIResearch #CommunityStrategy #ThoughtSpot #MoEngage #Salesforce #agenticai #indianschoolofbusiness

The Marketing Couch: Episode 11Meet Ambi Parameswaran, Brand Strategist, CEO Coach, and former CEO of FCB Ulka, who has spent 40 years building legendary brands across India. From being one of the first IIT-IIM graduates to choose advertising in the 1970s to turning FCB Ulka into a top-three marketing communications group, Ambi brings an unmatched perspective on what actually builds lasting brands.In this episode of The Marketing Couch, Ambi shares the timeless principles behind brand building that work across eras—and why most marketers get seduced by tools instead of focusing on fundamentals.What you'll learn🔸 The Marketing Mixology framework: Four essential skills every marketer needs to master (and why negotiation is crucial in B2B)🔸 How brand building fundamentals haven't changed from Doordarshan to YouTube (despite what digital natives think)🔸 The "better mousetrap" fallacy: Why great products don't sell themselves and what startups get wrong about go-to-market🔸 Personal branding reality check: Why starting with social media is backwards (and what comes first)🔸 Owned media economics: Why building great content isn't enough if no one sees it🔸 The pivot decision: How to know when to double down vs. when to change direction (lessons from Myntra's transformation)🔸 Brand experience orchestration: Why it takes a village to deliver on brand promises (the Maruti showroom lesson)🔸 The data vs. insight gap: Why digital data shows what customers do, but you still need to meet them to understand whyWhere to find Ambi Parameswaran• LinkedIn: https://www.linkedin.com/in/aparameswaran/• Website: https://www.brand-building.com/• Facebook: facebook.com/ambi.parameswaranWhere to find Jaydip Sikdar• LinkedIn: https://www.linkedin.com/in/jaydipsikdar/• X: https://x.com/jaydipsikdar

Timestamps

00:00 Intro

00:40 Navigating Brand Building in a Digital Age

04:01 The Journey of an Advertising Veteran

06:51 The Evolution of Marketing Skills

09:54 Marketing Mixology: Key Ingredients for Success

12:58 Negotiation: The Art of Closing Deals

15:53 Understanding Consumer Behavior

18:42 The Shift in Brand Building Strategies

21:55 B2B vs B2C: The Storytelling Revolution

29:33 Understanding B2C and B2B Branding Dynamics

33:09 The Evolution of Media and Distribution Strategies

38:05 Navigating the Complexities of Product Marketing

42:21 The Importance of Personal Branding

46:38 Bridging the Gap Between Education and Industry

49:14 Common Mistakes in Startup Branding and Marketing

51:43 Enhancing B2B Brand Experience

55:12 Transitioning Careers: From Corporate to Consulting

01:01:31 Preparing for the Future of Marketing Careers

Key takeawaysBrand fundamentals are timeless: Whether it's Doordarshan or YouTube, brands need consistent storytelling and clear positioning to occupy mental space.The four marketing skills: Understanding consumers, brand building, negotiation, and communication remain core regardless of technological changes.Distribution trumps creation: In the digital age, spend 80% of your budget promoting content, 20% creating it.Personal branding starts with strategy: Define what you stand for before touching social media, not the other way around.For inquiries about the podcast, contact [email protected] Marketing video is part of 'The Marketing Couch' podcast series. Subscribe if you are a B2B Marketer, want to grow your career in B2B marketing, B2B Sales, Product Marketing, Startup Marketing, AI Marketing, or you want to keep track of the latest trends in B2B Marketing, or you are a startup founder figuring out where and how to start marketing.#BrandBuilding #MarketingStrategy #B2BMarketing #PersonalBranding #StartupMarketing #MarketingMixology #TheMarketingCouch #AdvertisingLegends #BrandStrategy #MarketingLeadership #FCBUlka #CareerTransition #MarketingFundamentals

Meet Anshul Kaushesh, Head of Global Marketing at Ness Digital Engineering, who has spent 20 years leading B2B marketing across enterprise giants like IBM, Dell, and Tata Communications. From leading global product marketing at Tata Communications to now driving strategic account growth at Ness, Anshul brings a unique perspective on what actually moves the needle in enterprise marketing.

In this episode of The Marketing Couch, Anshul shares the real nuggets behind building marketing functions that sales teams actually love—and why most marketers get cross-functional alignment completely wrong.

What you'll learn

🔸 The "marketing beyond campaigns" framework: Why the best marketers own customer experience, not just lead generation

🔸 How to build cross-functional alignment from day one (without surprises that kill trust)

🔸 The product marketing repositioning playbook: From collateral creator to revenue driver

🔸 Why many ABM programs fail after 18 months, and the intel-driven approach that works

🔸 Brand building vs demand generation: Why they're not separate budgets (and how to prove it)

🔸 The martech stack reality check: Why context beats tools every time

🔸 Hiring the right marketing talent: Look beyond the resume for these three fundamentals

🔸 From academia to enterprise marketing: The unconventional career journey that shaped a strategic mindset

🔸 Why transparency and data win more boardroom battles than perfect presentations

Where to find Anshul Kaushesh

LinkedIn: https://www.linkedin.com/in/anshulkaushesh/

Where to find Jaydip Sikdar

• LinkedIn: https://www.linkedin.com/in/jaydipsikdar/

• X: https://x.com/jaydipsikdar

Timestamps

00:00 Introduction

00:38 Cross-Functional Collaboration in Marketing

03:49 The Role of Data in Marketing Strategy

06:47 The Importance of Brand Building

09:58 Product Marketing as a Strategic Function

12:50 Account-Based Marketing: A Long-Term Strategy

16:02 Nurturing Customer Relationships Post-Purchase

34:09 The Importance of Customer Experience in Marketing

37:33 Balancing Short-Term and Long-Term Marketing Strategies

38:34 Branding: Targeted vs. Mass Market Approaches

40:53 Thought Leadership as a Key Marketing Vehicle

43:28 Integrating Brand Building with Demand Generation

46:11 The Role of AI in Modern Marketing

49:27 Team Structure and Hiring in Marketing

52:45 Leadership in a Hybrid Work Environment

55:15 Career Journey: Academia to Corporate Marketing

59:35 Continuous Learning and Personal Development

Referenced

• IBM: https://www.ibm.com/

• Ness Digital Engineering: https://www.ness.com/

• Customer Advisory Boards: https://offers.hubspot.com/customer-advisory-board

• HubSpot: https://www.hubspot.com/

• Salesforce: https://www.salesforce.com/

• Gartner Magic Quadrant: https://www.gartner.com/en/research/magic-quadrant

About The Marketing Couch

The Marketing Couch brings you real conversations with B2B marketing leaders, sales leaders, product leaders, customer success leaders, and founders who share what actually works beyond the theory. From startup growth to enterprise scale, discover the strategies, frameworks, and mindsets that drive measurable business impact.

For inquiries about the podcast, contact [email protected].

This Marketing video is part of 'The Marketing Couch' podcast series. Subscribe if you are a B2B Marketer, want to grow your career in B2B marketing, B2B Sales, Product Marketing, Startup Marketing, AI Marketing, or you want to keep track of the latest trends in B2B Marketing, or you are a startup founder and figuring out where and how to start marketing.

#B2BMarketing #EnterpriseMarketing #ProductMarketing #AccountBasedMarketing #MarketingStrategy #CustomerSuccess #MarketingLeadership #TheMarketingCouch #CMOInsights #B2BGrowth #MarketingAlignment #SalesEnablement #ABM #demandgeneration #brandbuilding #productmarketing #Ness

Meet Prakash Ramnath, Vice President of Global Marketing & Partnerships at Pando, who built and scaled the marketing engine to build a global brand, create a new product category, and drive 70% of the sales pipeline. From acquiring global multinationals as customers to achieving "visionary" positioning in Gartner's Magic Quadrant on their debut, Prakash has transformed how B2B SaaS & AI brands can scale globally.

In this episode of The Marketing Couch, Prakash shares his complete B2B Marketing playbook for building enterprise marketing strategies that actually work, from account-based marketing (ABM) frameworks to community-led growth strategies that turn customers into advocates.

What you'll learn

🔸 The "finite TAM" strategy: Applying a 'full-funnel' strategy across 5000 target accounts to drive predictable pipeline growth.

🔸 Why generalist marketers will win over specialists in the AI era (what skills matter)

🔸 The "Crossroads" community playbook that's becoming a brand within a brand

🔸 The David vs Goliath playbook in competing & winning big clients against large legacy vendors

🔸 The partnership framework that generates 30% of the qualified pipeline through strategic alliances

🔸 B2B Marketing SECRETS - why transparency beats personalization in B2B (and what enterprise buyers actually want)

🔸 The brand mascot strategy that unified product and marketing experience

🔸 How to leverage strategic alliances with Big Four consulting firms to influence enterprise decisions

🔸 The content hub approach: From blogs to ebooks to podcasts with AI tools to maximize reach

🔸 How data drives every B2B marketing decision from net new acquisition to deal velocity to customer expansions

Where to find Jaydip Sikdar

• LinkedIn: https://www.linkedin.com/in/jaydipsikdar/

• X: https://x.com/jaydipsikdar

Key takeaways

- Finite TAM focus: Target specific enterprises with a clear ICP rather than a broad market approach for predictable growth.

- Community-led growth: Create branded communities to become value centers for customers.

- Partnership-driven pipeline: Build strategic alliances with consulting firms and technology partners for a 30% pipeline contribution.

- Generalist advantage: T-shaped marketers who understand business impact will outperform narrow specialists in the AI era.

- Data drives everything: Event attendee mapping to LinkedIn segmentation and retargeting close-lost accounts.

- Brand experience everywhere: Every touchpoint, from sales calls to product interface, must reflect unified brand values.

- Content repurposing mastery: Create hub content (ebooks) and then distribute it across blogs, podcasts, and AI-generated formats.

Timestamps

00:00 Introduction

02:22 Pando's Journey: From Startup to Visionary

09:24 Understanding Pando's Unique Value Proposition

17:49 Marketing Strategies in the AI Era

32:04 Building Brand Trust and Community Engagement

42:15 Building a Unified Brand Experience

46:23 The Role of Content in Marketing

52:29 Creating Impactful Content Assets

57:26 Leveraging Data for Marketing Decisions

01:01:13 Integrating AI in Marketing Strategies

01:07:16 Navigating Brand Building in a Crowded Market

01:09:55 Hiring Strategies for Marketing Teams

01:16:38 Career Journey and Cross-Functional Insights

For inquiries about the podcast, contact [email protected]