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 geetha@unstopppable.club.
#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 geetha@unstopppable.club.
#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 geetha@unstoppable.club.#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 geetha@unstopppable.club.
#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 geetha@unstopppable.club.
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 geetha@unstopppable.club.
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 geetha@unstopppable.club.
#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 geetha@unstopppable.club.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 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 geetha@unstopppable.club.
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 geetha@unstopppable.club
Meet Avinash Deepak, a business builder and growth strategist with over 30 years of B2B leadership experience.
From managing $200M+ in enterprise business to transforming Airtel from a traditional telecom provider into a technology-focused B2B solutions company, Avinash has been on the receiving end of countless marketing campaigns—and knows exactly what works and what doesn't.
In this episode of The Marketing Couch, Avinash shares hard-hitting insights from three decades of enterprise sales, revealing why most B2B marketing efforts fail and what actually drives buyers to say yes.
What you'll learn
🔸 The "Monday Morning Test" that 90% of product launches fail—and the 4-filter framework to pass it
🔸 Why personalization doesn't work in B2B marketing and transparency is what enterprise buyers actually want
🔸 How to transform technical features into business outcomes that drive revenue (with real examples)
🔸 The 5 P's customer experience framework that creates predictive and proactive service delivery
🔸 Why most B2B partnerships fail and the asymmetric strength principle for lasting alliances
🔸 The MAP leadership model (Mastery, Autonomy, Purpose) for building high-performing teams
🔸 How to position yourself as a transformation partner, not just a service provider
🔸 The customer advisory board strategy that turns clients into co-creators and advocates
🔸 Why "land and expand" strategy requires strategic entry points in enterprise accounts
🔸 How AI is enabling hyper-personalization with time and context in B2B marketing
Where to find Avinash Deepak
• LinkedIn: https://www.linkedin.com/in/avinash-deepak/
Where to find Jaydip Sikdar
• LinkedIn: https://www.linkedin.com/in/jaydipsikdar/
• X: https://x.com/jaydipsikdar
Timestamps
00:00 Introduction
03:17 The Role of Marketing in Product Launches
08:07 Transforming Customer Engagement through Collaboration
13:13 Positioning as a Transformation Partner in B2B
18:14 Building Strategic Partnerships for Growth
23:10 Translating Features into Business Benefits
31:05 The Importance of Customer Experience
33:59 Building High-Performing Teams
39:39 Navigating Challenges in the Enterprise Landscape
45:34 The Role of Marketing in B2B
52:43 The Future of B2B Marketing
Key takeaways
1. Transparency beats personalization: Enterprise buyers want clarity about processes, outcomes, and risks—not customized messaging.
2. Marketing must own product qualification: Use the 4-filter test (easy to buy, sell, serve, exit) before any launch.
3. Feature-to-outcome translation: Position the same feature differently for CTO (scalability), CFO (ROI), and CMO (customer experience).
4. Customer advisory boards drive innovation: Co-create with representative customers to ensure market fit and adoption.
5. Strategic partnerships need a clear purpose: Define whether you're partnering for reach, technology, brand value, or lead generation.
6. Enterprise entry strategy matters: How you land determines your 3-year growth trajectory in the account.
7. Revenue ownership for marketing: B2B marketers must evolve from support functions to revenue owners with concrete goals.
For inquiries about appearing on the podcast, contact geetha@unstopppable.club.
The Marketing Couch brings you conversations with B2B marketing leaders, sales professionals, and entrepreneurs who share practical insights on building brands, driving growth, and scaling companies in the enterprise market.
#B2BMarketing #EnterpriseMarketing #SalesAlignment #CustomerExperience #GTMStrategy #StrategicPartnerships #ProductLaunch #TheMarketingCouch #MarketingPodcast #B2BStrategy #SalesTransformation #MarketingLeadership #StartupMarketing #marketingpodcast #abm #gotomarket #smb
Meet Rahul Koul, an entrepreneur and co-founder of Zensciences, a leading B2B Marketing agency. From a water cooler conversation to building India's largest marketing agency, Rahul Koul's entrepreneurial journey is a masterclass on Entrepreneurship and Marketing Strategy.
In this episode of The Marketing Couch, Rahul shares how he and his co-founder built Zensciences from two people in 2015 to a 200-person agency serving global clients from Walmart to Infosys.
What you'll learn
🔸 Why the biggest startup marketing mistake is trying to solve multiple problems instead of one narrow focus
🔸 The 3-layer B2B messaging framework: brand promise, thematic positioning, and reasons to believe
🔸 How Salesforce bypassed traditional CIO gatekeepers to build their empire (and why this strategy still works)
🔸 The critical difference between 0-10, 10-100, and 100+ stage marketing playbooks
🔸 Why founder brand matters more than product brand in early-stage startups
🔸 The 5 non-negotiables when hiring and working with a marketing agency
🔸 How to build global brands from India while overcoming country-of-origin bias
🔸 Why execution trumps ideas (99% vs 1%) in startup success
🔸 The strategic patience required for entrepreneurial success—and why the first 3 years are just settling down
Where to find Rahul Koul
• LinkedIn: https://www.linkedin.com/in/rahulkoul1/
• Zensciences: https://www.zensciences.com/
Where to find Jaydip Sikdar
• LinkedIn: https://www.linkedin.com/in/jaydipsikdar/
• X: https://x.com/jaydipsikdar
Timestamps
00:00 Intro
00:11 The Journey of Entrepreneurship
05:56 Building an Agency: Lessons Learned
12:32 Understanding Zen Sciences and Its Offerings
17:45 Challenges of Building Global Brands from India
21:44 Defining B2B Branding and Its Complexity
29:01 Startup Marketing vs. Enterprise Marketing
31:57 Navigating Early-Stage Startup Challenges
36:55 Hiring and Working with Agencies
42:32 Building a Digital Agency in 2025
45:52 The Entrepreneurial Mindset
50:07 AI's Impact on Marketing
55:26 Staying Updated in a Rapidly Changing Industry
Key takeaways
1. Narrow your problem focus: Successful startups solve one specific problem exceptionally well rather than multiple problems on average.
2. Timing matters for agencies: Hire for storytelling and brand building at the 10-100 stage, not performance marketing.
3. Founder brand first: In early stages, you ARE the brand—the product and company come later.
4. B2B branding is storytelling: Every brand needs three layers—promise, themes, and proof points to build trust.
5. Strategic patience is crucial: The first three years are just about settling in; real scale happens after that.
6. Context trumps everything: Deep industry expertise beats broad generalist knowledge in agency business.
7. Relationship-driven growth: The best B2B marketing happens through one-on-one connections, not mass outreach.
Referenced
• Zensciences: India's largest independent B2B marketing agency
• Wipro: Rahul's corporate marketing background
• Salesforce: Case study in bypassing traditional B2B gatekeepers
• Elanstreet: Fashion tech startup co-founded with his wife
• Accenture: "High Performance Delivered" messaging framework example
For inquiries about appearing on the podcast, contact geetha@unstopppable.club.
#B2BMarketing #StartupMarketing #MarketingAgency #EntrepreneurshipJourney #DigitalMarketing #MarketingStrategy #TheMarketingCouch #MarketingPodcast #B2BBranding #AgencyLife #StartupGrowth #MarketingLeadership #marketingpodcast
New episode with Suryadeep Verma, Chief Marketing Officer at Comviva, a 25-year-old company serving telecom operators across 100+ countries with digital payment platforms and martech solutions. From navigating global B2B complexities to building marketing engines that span diverse emerging markets, this is the strategic playbook for enterprise marketing at scale.
What you'll learn:
🔸 Why the biggest B2B marketing challenge isn't choosing channels. It's getting your entire organization to live your brand promise
🔸 The 3-pillar marketing approach that works across 100+ countries (social drumbeat, analyst relations, account-based marketing)
🔸 Why activity-based metrics beat revenue attribution for ABM success in complex enterprise sales
🔸 How to navigate B2B decision-making by engaging both CXOs and user communities through forums and "success meets"
🔸 The shift from white papers to sharp one-pagers in the AI content era
🔸 Why stakeholder management isn't relationship management—it's about adding value to challenges
🔸 How to commission industry studies that engage your community and drive original thought leadership
🔸 The skills future CMOs need: continuous curiosity and business alignment over pure marketing expertise
Where to find Suryadeep Verma
• LinkedIn: https://www.linkedin.com/in/suryadeepv/
Where to find Jaydip Sikdar
• LinkedIn: https://www.linkedin.com/in/jaydipsikdar/
• X: https://x.com/jaydipsikdar
Timestamp:
00:00 Introduction
02:33 Navigating B2B Marketing Challenges
07:43 Building a Global Brand
09:56 Prioritizing B2B Marketing Functions
13:34 Engaging Decision Makers in B2B
17:02 Thought Leadership in the AI Era
20:04 Aligning Marketing and Sales
23:48 Building a Full-Stack Marketing Team
26:23 Leveraging Technology in Marketing
27:56 AI as a Force Multiplier
34:46 Skills for Future CMOs
40:53 Continuous Learning and Industry Engagement
Some key takeaways:
1. Brand building happens at every touchpoint, not just marketing communications. Your delivery experience, sales process, and employee interactions all define your brand promise.
2. For global enterprise marketing, focus on three pillars: A consistent social media drumbeat for visibility, analyst relations for third-party validation, and account-based marketing for customer advocacy.
3. Measure ABM through activities (accounts touched, stakeholders engaged) rather than direct revenue attribution, especially in complex 6+ month sales cycles serving millions of end customers.
4. Modern thought leadership requires community engagement. Commission studies with 100+ decision makers, then circle insights back to create original, relevant content.
5. CMO success comes from being "the bridge" between business and marketing teams, translating customer insights into strategic priorities while processing collective ideation.
6. AI is shifting content from long-form to personalized, real-time experiences. Focus on using AI to refine your thoughts rather than replace them entirely.
7. Future CMOs need continuous curiosity over expertise—what you're doing now will be redundant in 5-7 years, so stay hungry and business-aligned.
Referenced:
Comviva: https://www.comviva.com/ - 25-year-old fintech and martech platform serving telecom operators globally
Bharti Airtel: Original parent company and anchor client
HubSpot: https://www.hubspot.com/ - Primary CRM platform
ZoomInfo: https://www.zoominfo.com/ - Database and prospecting tool
6sense: https://6sense.com/ - Intent-based marketing platform
Navattic: https://navattic.com/ - Product demo platform
LinkedIn Sales Navigator: Account-based marketing and outreach
The Marketing Couch brings you conversations with B2B marketing leaders who share practical insights on building brands and driving growth.
New episode with Sairam Krishnan, Head of Marketing at Atomicwork, an agentic AI startup that raised $40M in Series A from Khosla Ventures, among other investors. From employee #8 at Freshworks to building his third zero-to-one marketing machine, this is the unfiltered playbook for startup marketing that actually works.
What you'll learn:
🔸 Why your first marketing hire should be a content marketer (and why analytics early on is a waste of time)
🔸 The "24 webinars rule" - why you need to run campaigns 24 times before measuring success
🔸 How to build enterprise credibility when selling from India to US Fortune 500 companies
🔸 Why founder-led branding isn't optional for enterprise startups (and how to execute it)
🔸 The three phases of startup marketing: Creation → Consolidation → Brand
🔸 How building an in-house team compounds knowledge vs. agency fragmentation
🔸 Why marketing must embrace "product primacy" in the age of fast-moving technology
Where to find Sairam Krishnan
• Newsletter: https://thecmojournal.com/
• X: https://x.com/_sairamkrishnan
• LinkedIn: https://www.linkedin.com/in/sairamkrishnan/
Where to find Jaydip Sikdar
• X: https://x.com/jaydipsikdar
• LinkedIn: https://www.linkedin.com/in/jaydipsikdar/
Timestamp:
00:00 Intro
01:08 Understanding Agentic Service Management
04:14 Identifying Target Markets and Customer Needs
07:18 The Role of First Principles in Problem Solving
10:08 The Importance of Content Strategy
13:13 Navigating the Buyer’s Journey
16:19 The Balance of Analytics and Creativity
19:14 Phases of Marketing in Startups
22:11 Product vs. Brand Marketing
25:26 Crafting Clear Messaging for CIOs
29:05 Building an In-House Team for Quality
33:39 The Importance of Sales and Marketing Alignment
37:37 Founder-Led Branding Strategies
43:01 Challenges of Building a Brand from India
46:30 Initial Tactics for Zero to One Startups
48:50 Navigating Marketing Challenges in Startups
51:27 The Evolving Concept of Product-Market Fit
54:58 The Role of Marketing in a Fast-Paced Environment
58:47 Understanding Marketing Leadership Needs
01:01:52 The Thrill of Building from Zero to One
01:04:36 Key Learnings from Startup Experiences
01:09:56 Giving Back to the Community and Continuous Learning
Some key takeaways:
1. Content marketing is about education, not selling. B2B buyers need multiple touchpoints—if it takes 3 mentions to buy a ₹400 book, imagine what's needed for a $300K enterprise software decision.
2. Stop measuring too early. Sairam's controversial take: Running 2 webinars and calling them failures is startup suicide. You need 12+ attempts over 6 months before drawing conclusions.
3. Product-market fit is now constantly shifting. Unlike the previous decade, where PMF was static, today's technology moves so fast that positioning must evolve continuously with the market.
4. In-house teams compound knowledge, agencies fragment it. For technical products requiring deep domain expertise, outsourcing content and strategy means losing the compounding effect of institutional learning.
5. Enterprise marketing requires a US presence. Despite building successful inbound engines globally, enterprise sales demand boots on the ground, hence why Atomicworks' CEO moved to Palo Alto.
6. Marketing phases require different skill sets. Creation-phase marketers aren't consolidation-phase marketers. Like cricket positions, you need role clarity and the humility to step aside when the company needs different skills.
7. Founder credibility trumps marketing credibility. When Sairam says something, people know he's paid to say it. When CEO Vijay speaks, his credibility is on the line—that's why founder-led branding works for enterprise.
Vinod Kumar is a seasoned B2B marketing leader with over 20 years of experience, currently serving as Head of Marketing at 24/7.ai, a global customer experience management company with 15,000 people across 10 countries. At 24/7, he oversees innovative programs like SAGE (Strategic Account Growth Engagement) and CAMP (Customer Advocacy Marketing Program), balancing creative marketing fundamentals with cutting-edge AI solutions. His strategic approach has consistently delivered results through both high-touch Account-Based Marketing campaigns and inbound marketing strategies
Timestamps:
00:00 Intro
01:10 Building a Brand for Demand Generation
03:58 The Role of AI in Marketing
07:16 Understanding the B2B Marketing Landscape
10:04 The Significance of Content in B2B Marketing
12:57 Balancing Brand Building and Demand Generation
16:18 Organic vs Paid Marketing Strategies
19:10 The Power of Personalization in Content Marketing
21:57 Account-Based Marketing (ABM) Strategies
26:31 Understanding ABM Strategy for Startups
30:19 Aligning Sales and Marketing for Success
31:47 Balancing Creativity and Technology in Marketing
35:33 Navigating the Marketing Technology Landscape
38:20 The Role of AI in Modern Marketing
42:39 Essential Skills for Marketing Professionals
47:51 The Importance of Stakeholder Management
50:14 Hiring for Marketing: Key Skills to Look For
Connect with Vinod:
LinkedIn: https://www.linkedin.com/in/vinodkm/
Connect with Jaydip:
LinkedIn: https://www.linkedin.com/in/jaydipsikdar/
What you'll learn:
🔸 Why most marketers get distracted by shiny tools but forget the marketing fundamentals (and how to avoid this trap)
🔸 The perfect balance between paid and organic marketing for maximum B2B impact
🔸 How 24/7 closed one of their biggest deals from an inbound lead, proving brand marketing matters even in B2B
🔸 Why Account-Based Marketing (ABM) takes time to deliver results
🔸 The marketing leadership skills nobody talks about but everyone needs
🔸 How AI is changing B2B marketing (and which tools are actually worth investing in)
🔸 Why treating AI tools as allies rather than saviors is the key to marketing success
Also Available at 👇
YouTube: https://youtu.be/w382KiUr6yY
Spotify: **[link]**
Some key takeaways:
1. Marketing alignment with organizational goals is non-negotiable. Different phases require different marketing approaches. Growth-focused companies need demand generation, while expansion requires market development and research.
2. Content is still king, queen, and emperor in B2B. Without meaningful, personalized content that educates your audience, you can't build trust, and 95% of your target market is just educating themselves, not actively buying.
3. Brand building and demand generation go hand in hand. Research shows that 86% of B2B decision-makers already knew the vendor before signing, proving that you can't separate brand from demand.
4. The marketing-sales relationship is like a marriage—you'll have problems, but finding solutions together is essential. Keep sales updated on marketing's progress to build confidence in your process.
5. ABM requires patience. Vinod shares a story about how a company pursued an account for 7 years before closing a $100M deal that was originally scoped at $20M—proof that ABM works, but not for quick results.
6. Creativity remains essential despite the proliferation of tools. The best B2B marketers split their focus between tools and creative thinking, writing better headlines, telling compelling stories, and solving communications problems.
7. Attitude and drive matter most for career growth in marketing. Success requires taking calculated risks, trying new approaches, finding mentors, and building relationships with cross-functional stakeholders.
Production by The Marketing Couch. For inquiries about appearing on the podcast, contact geetha@unstoppable.club
Join The Marketing Couch with Lakshmipathy Bhat, a seasoned advertising veteran and marketing communications leader at Robosoft Technologies, with a career spanning across iconic agencies like Trikaya Grey, HTA Direct, and FCB Ulka. Dive deep into the art, science, and evolution of advertising and B2B marketing from someone who's truly seen it all.
In this insightful and nostalgic conversation, you'll discover:
1. How advertising has evolved from glamorous print ads of the '90s to today's multi-channel, digital-first landscape.
2. Why the essence of advertising—persuasion and emotional connection—remains unchanged despite technological advancements.
3. The critical role of language, culture, and regional nuances in crafting impactful communication.
4. What differentiates truly great copywriters and creatives in an era of AI-generated content.
5. Insights on media planning, media buying, and how digital disruption changed the economics and strategy of advertising.
6. Practical strategies for effective B2B content marketing that breaks through clutter without chasing vanity metrics.
7. Lakshmipathy's secrets to consistency in content creation, personal branding, and his passion-driven journey through blogging and LinkedIn.
Timestamps:
(00:00) Intro: The Changing Landscape of B2B Marketing
(02:53) Lakshmi's Journey in Advertising
(06:00) The Evolution of Advertising and Content Marketing
(09:08) Cultural Influences in Advertising
(11:45) The Art and Science of Advertising
(14:59) Direct Response Advertising: A Different Approach
(17:48) The Role of Language in Advertising
(21:11) Lakshmi's Career Path and Key Campaigns
(23:59) The Shift to Content Marketing
(27:00) Persuasion in Advertising and Content Marketing
(38:51) The Importance of a Strong Online Presence
(44:06) Navigating the B2B Content Landscape
(51:25) The Evolution of Copywriting in Advertising
(58:10) The Changing Dynamics of Media and Advertising
(01:01:13) The Journey of Blogging and Personal Branding
"At its heart, great advertising solves business problems creatively." - Lakshmipathy Bhat
Connect with Lakshmipathy:
* Blog: https://bhatnaturally.com
* Twitter: https://twitter.com/bhatnaturally
* LinkedIn: https://www.linkedin.com/in/lbhat
Connect with Jaydip:
* LinkedIn: https://www.linkedin.com/in/jaydipsikdar
Referenced:
* Robosoft Technologies: https://www.robosoftin.com
* Advertising Agencies: Trikaya Grey, FCB Ulka, HTA Direct, and Lintas
* Apple's Influence and Legacy: https://www.apple.com
* Times of India: https://timesofindia.indiatimes.com
Production by Unstoppable Club. For inquiries about appearing on the podcast, email geetha@unstoppable.club
The Marketing Couch brings you conversations with marketing leaders who share practical insights on building brands, driving growth, and navigating marketing careers.
#Advertising #B2BMarketing #ContentMarketing #CreativeStrategy #PersonalBranding
Join The Marketing Couch with Sanjay Gopinath, a marketing leader with 25+ years of experience across IBM, Ernst & Young, and now heading marketing at MathWorks India. Discover powerful B2B marketing strategies and leadership insights from his journey.
In this conversation, you'll learn:
1. Why B2B buying decisions are primarily emotional, not just rational - and how to leverage this psychology in your marketing
2. How empathy and curiosity form the foundation of an effective tech marketing strategy
3. The critical shift from campaign-focused to community-building marketing approaches
4. Why consistency and discipline trump perfectionism in marketing execution and leadership
5. How first-principles thinking transforms marketing challenges into growth opportunities
6. Sanjay's leadership philosophy for building high-performance marketing teams
7. The journey from selling wire ropes to fishermen to leading global marketing initiatives at IBM and MathWorks
(00:00) Intro Music
(00:11) Sanjay Gopinath: A Journey Through Marketing
(02:05) Understanding MathWorks and Its Impact
(04:12) Accelerating Startups: The MathWorks Program
(07:53) Early Career Reflections: From Engineering to Management
(09:37) Navigating Career Choices: The Path to Marketing
(12:50) Client-Facing Roles: Lessons from the Field
(20:46) B2B Tech Marketing: Insights from Experience
(28:26) Building a Marketing Center at IBM
(34:22) Challenges in Marketing Leadership
(40:24) Transitioning to MathWorks
(49:53) The Emotional Side of B2B Marketing
(01:00:05) Essential Skills for Future Marketers
(01:03:35) The Art of Effective Communication
(01:08:02) Leadership and Building High-Performance Teams
(01:20:56) Personal Growth and Productivity Strategies
"You are the greatest project you are working on. So keep working." - Sanjay Gopinath
Connect with Sanjay:
- LinkedIn: https://www.linkedin.com/in/sanjugopi/
- Sanjay's Book: "Artificial Intelligence: A Friendly Guide to Your Future of Intelligence"
Amazon link: https://www.amazon.in/Artificial-Intelligence-Unveiled-Fundamentals-Possibilities-ebook/dp/B0CW1L5J9H
Connect with Jaydip:
- LinkedIn: https://www.linkedin.com/in/jaydipsikdar/
Referenced:
- MathWorks: https://in.mathworks.com/
- MATLAB and Simulink: https://in.mathworks.com/products/simulink.html
- Indian Institute of Foreign Trade (IIFT): https://www.iift.ac.in/iift/index.php
- IBM Marketing: https://www.ibm.com/
- Vipassana Meditation: https://www.dhamma.org/en/index
- Artificial Intelligence: A Friendly Guide to Your Future of Intelligence: https://www.amazon.in/Artificial-Intelligence-Unveiled-Fundamentals-Possibilities-ebook/dp/B0CW1L5J9H
Production by Unstoppable Club. For inquiries about appearing on the podcast, email geetha@unstoppable.club.
The Marketing Couch brings you conversations with marketing leaders who share practical insights on building brands, driving growth, and developing marketing careers.
#B2BMarketing #MarketingLeadership #TechMarketingStrategy
In this inaugural episode of The Marketing Couch, I sit down with Ayushi Mona Singh, a full-stack marketer with over a decade of experience across retail, pharma, banking, venture capital, and logistics.
Ayushi has worked with brands like Novartis, Future Group, Axis Bank, and most recently, Delhivery, where she led marketing efforts focused on SMBs.
What sets Ayushi apart is her unique toolbox and mindset—she doesn't come in with just one playbook but builds the one your business needs, grounded in deep user research, local insights, and data-backed experimentation.
In our conversation, we unpack:☞ Why full-stack marketers are the perfect fit for SMBs and early-stage startups☞ How Ayushi navigated from banking to retail to pharma to logistics (and why this path makes her uniquely effective)
☞ The critical difference between ambition and aspiration in career planning
☞ Why retention marketing is the most underrated growth lever, especially for SMBs
☞ How to reach tier-two and tier-three markets in India without massive budgets
☞ Why product quality ultimately beats marketing tactics for retention
☞ The importance of being outcome-driven rather than channel-obsessed
☞ How biased listening prevents founders from truly understanding their customers
Ayushi also shares her reflections on teaching and mentoring marketers, her approach to freelancing, and her reading recommendations for continuous learning—because as she puts it, "If you're a marketer, sign up for a life of learning.
"Find Ayushi Mona Singh:
LinkedIn: www.linkedin.com/in/ayushimonasingh
Mentioned in the episode:
- MoEngage
- Retention marketing platform
- RFM segmentation for customer retention
- Alchemy by Rory Sutherland
- "The CEO Factory" book on building lasting brands
- Essentialism
- Book on prioritization
- Avinash Kaushik's blog on marketing analytics
Subscribe to The Marketing Couch:
YouTube: https://www.youtube.com/@jaydipsikdar
Connect with Jaydip:
LinkedIn: https://www.linkedin.com/in/jaydipsikdar/
Timestamps:
00:00 The Intro
02:56 Ayushi's Journey: A Full-Stack Marketer's Perspective
06:13 Aspirations vs. Ambitions in Career Development
09:07 The Role of Specialization in Marketing
12:06 Understanding the Full-Stack Marketer's Toolbox
15:04 The Value of User Research in Marketing
17:55 Engaging with SMBs: Challenges and Strategies
21:01 The Unique Dynamics of Marketing to SMBs
23:54 The Differences Between Startups and Large Brands
26:54 Acquisition Strategies for SMBs
36:42 The Role of Community in SMB Marketing
38:58 Retention Strategies for SMBs
43:11 Data-Driven Marketing Insights
48:10 Initial Marketing Strategies for Startups
53:59 The Transition to Consulting
55:50 Giving Back: Mentorship and Guidance
01:00:10 Continuous Learning in Marketing
#TheMarketingCouch #B2BMarketing #FullStackMarketing #RetentionMarketing #SMBMarketing #StartupMarketing #MarketingStrategy #MarketingPlaybook #MarketingToolkit