Fix the basics before you chase innovation.

Tejal Patel has spent her career inside some of the world’s most influential brands, from Virgin and the BBC to Microsoft, Nokia and Cisco.

In this episode, she explains the simple truth many B2B organisations overlook. You cannot innovate if your foundations are broken. Tejal shares how easy it is for teams to overengineer marketing, lose sight of customers and gravitate toward rational messaging while ignoring emotion, even though every B2B buyer is still a human being.

She talks openly about the gaps she discovered when moving from B2C into B2B, the absence of customer research in large enterprises and the over rotation on technology instead of customer insight. She reflects on the relationship between sales and marketing, the need for marketing teams to raise their ambition and why proving value internally is just as important as storytelling externally. Tejal also explores how to use AI with purpose, not hype, and why human judgement can never be removed from the process.

A clear reminder that before you chase new technologies, you must understand your customers, simplify your marketing and get the basics right.

https://biglight.co.uk/theb2bexperience