B2B Marketing Shepherd

Rajesh Kumar
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  • MARKETING

B2B Marketing Shepherd Podcast: Welcome to Decoding B2B Marketing— where bold voices meet real stories. Host Rajesh Kumar sits down with bold thinkers, creative strategists, and marketing leaders who are reshaping how brands and demand are built, nurtured, and scaled…with experts on ABM, PR , Thought Leadership , product marketing and more Each episode unpacks real-world tactics, campaign pivots, and audience-first insights that go beyond the buzzwords. Subscribe for weekly drops, cinematic conversations, and practical takeaways that help you lead with clarity in the B2B world. Rajesh consults start-ups and social organisations as a Fractional CMO and strategic advisor. For over three decades, he has led marketing, sales, operations & strategy across enterprise, SMB, and consumer markets at global firms including SAP, Microsoft, UiPath, Perfetti, Pernod Ricard & HCL. He is a hobby cook (https://www.instagram.com/homechef.on.weekend/), traveller , Art & fitness enthusiast

Episodios

  1. 18/12/2025

    Crafting Global B2B Brands | B2B Marketing Shepherd Rajesh Kumar | EP 09

    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 similarHow Zoho thinks about company brand vs product brandsWhen startups should start thinking about brand strategyBrand as a monetizable asset: trust, talent, referrals & recallInternal narratives like Humans of Zoho, The Long Game & Zoho Schools of LearningHow to operationalize brand: guidelines, voice, campaigns, consistencyThe role of founder brand and “inside-out” storytellingPractical advice for B2B startups building from India for the worldIf 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 Chapters  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

    39 min

  2. 11/12/2025

    Sports Sponsorship in B2B | B2B Marketing Shepherd Rajesh Kumar | EP 08

    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 contextTurn sports & music partnerships into a lever for business-buildingChoose celebrities and influencers that truly fit your brandUse sponsorships across the full lifecycle — from brand to demandThink beyond spray-and-pray to sharp, measurable, strategic marketingAlong 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/B2B2CHer passion for music, bands and theatreHow she mentors young women to  grow in their career, as a champion for women in leadershipIf 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. Chapters00:00 – 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

    41 min

  3. 04/12/2025

    Unwrapping Account Based Marketing | B2B Marketing Shepherd Rajesh Kumar | EP 07

    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 You’ll LearnWhat ABM really is (and isn’t)When ABM works—and when it doesn’tHow to select the right accountsHow to build deep buyer and industry insightsWhy sales and executive alignment is a  non-negotiableUsing AI to scale personalization and intent intelligenceMeasuring ABM success with execution, engagement & impact metricsHow customer advocacy becomes your long-term moatThe mindset needed to run marathon-like ABM programs Chapters 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

    36 min

  4. 30/10/2025

    Turning Partnerships into Superpower | Sandeep Nagpal | B2B Marketing Shepherd Rajesh Kumar | EP 06

    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 partnersPartner marketing structures that scaleReal-world case studies like SAP’s Ambition ExpressAI’s role in reshaping partner enablementSkills 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. Chapters 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

    52 min

  5. 23/10/2025

    Rules of Branding in B2B | Pritish Asthana | B2B Marketing Shepherd Rajesh Kumar | EP 05

    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

    38 min

  6. 14/10/2025

    Unpacking Product Marketing | Praval Singh | B2B Marketing Shepherd Rajesh Kumar | EP 04

    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

    42 min
  7. Insider's Peek into PR & Media | Nandini Chatterjee | B2B Marketing Shepherd Rajesh Kumar | EP 03

    06/10/2025

    Insider's Peek into PR & Media | Nandini Chatterjee | B2B Marketing Shepherd Rajesh Kumar | EP 03

    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

    48 min
  8. Secret Life of B2B Events | Rahul Singh | B2B Marketing Shepherd Rajesh Kumar | EP 02

    01/10/2025

    Secret Life of B2B Events | Rahul Singh | B2B Marketing Shepherd Rajesh Kumar | EP 02

    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

    44 min
  9. Cracking the Demand Generation Code | Udit Agarwal | B2B Marketing Shepherd Rajesh Kumar | EP 01

    24/09/2025

    Cracking the Demand Generation Code | Udit Agarwal | B2B Marketing Shepherd Rajesh Kumar | EP 01

    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

    45 min
  • 9 episodios

Información

B2B Marketing Shepherd Podcast: Welcome to Decoding B2B Marketing— where bold voices meet real stories. Host Rajesh Kumar sits down with bold thinkers, creative strategists, and marketing leaders who are reshaping how brands and demand are built, nurtured, and scaled…with experts on ABM, PR , Thought Leadership , product marketing and more Each episode unpacks real-world tactics, campaign pivots, and audience-first insights that go beyond the buzzwords. Subscribe for weekly drops, cinematic conversations, and practical takeaways that help you lead with clarity in the B2B world. Rajesh consults start-ups and social organisations as a Fractional CMO and strategic advisor. For over three decades, he has led marketing, sales, operations & strategy across enterprise, SMB, and consumer markets at global firms including SAP, Microsoft, UiPath, Perfetti, Pernod Ricard & HCL. He is a hobby cook (https://www.instagram.com/homechef.on.weekend/), traveller , Art & fitness enthusiast

Ficha técnica

  • Creado por
    Rajesh Kumar
  • Años en activo
    2 mil
  • Episodios
    9
  • Clasificación
    Apto
  • Derechos de autor
    © Copyright 2025 Rajesh Kumar
  • Sitio web del podcast
    B2B Marketing Shepherd
  • Proveedor