Nidhi has decades of experience working for some of the biggest companies. Currently the Director of Partner Marketing at Microsoft, she is also the force behind making India the largest consumer base outside the US for GoDaddy. What I find most fascinating is her outlook to marketing, which is predominantly from a B2B lens - businesses are customers too. Keeping that in mind, I chat with Nidhi about her experiences with identifying and implementing the right B2B marketing strategies. I really enjoyed learning from her, particularly how to think about marketing through first principles. Thanks to the wealth of knowledge Nidhi has, this episode will help you understand consumer psyche and how to effectively drive consumer engagement. Hope you enjoy our conversation.