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