B2B Marketing Shepherd
Claim This Podcastby Rajesh Kumar
Podcast Overview
<p><span style="color: rgb(13, 13, 13);">B2B Marketing Shepherd Podcast: </span></p><p><br></p><p><span style="color: rgb(13, 13, 13);">Welcome to Decoding B2B Marketing— where bold voices meet real stories.</span></p><p><span style="color: rgb(13, 13, 13);">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 </span></p><p><br></p><p><span style="color: rgb(13, 13, 13);">Each episode unpacks real-world tactics, campaign pivots, and audience-first insights that go beyond the buzzwords.</span></p><p><br></p><p><span style="color: rgb(13, 13, 13);">Subscribe for weekly drops, cinematic conversations, and practical takeaways that help you lead with clarity in the B2B world.</span></p><p><br></p><p><span style="color: rgb(13, 13, 13);">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.</span></p><p><br></p><p><span style="color: rgb(13, 13, 13);">He is a hobby cook (https://www.instagram.com/homechef.on.weekend/), traveller , Art & fitness enthusiast</span></p>
Language
🇺🇲
Publishing Since
9/24/2025
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Recent Episodes
December 18, 2025
Crafting Global B2B Brands | B2B Marketing Shepherd Rajesh Kumar | EP 09
<p><span style="background-color: transparent;">Most B2B founders obsess over performance marketing and pipeline. Brand? That can “wait”.</span></p><p><span style="background-color: transparent;">In this episode of </span><strong style="background-color: transparent;">Decoding B2B Marketing</strong><span style="background-color: transparent;">, host </span><strong style="background-color: transparent;">Rajesh Kumar </strong><strong style="color: rgb(13, 13, 13);">(</strong><a href="https://www.linkedin.com/in/rajeshkjindal/" rel="noopener noreferrer" target="_blank" style="color: rgb(17, 85, 204);"><strong>https://www.linkedin.com/in/rajeshkjindal/</strong></a><strong style="color: rgb(13, 13, 13);">) </strong><span style="background-color: transparent;">– marketer, Fractional CMO, Board Advisor and author of the upcoming book </span>Decoding B2B Marketing<span style="background-color: transparent;"> – sits down again with </span><strong style="background-color: transparent;">Praval Singh </strong><strong style="color: rgb(13, 13, 13);">(</strong><a href="https://www.linkedin.com/in/praval/" rel="noopener noreferrer" target="_blank" style="color: rgb(17, 85, 204);"><strong>https://www.linkedin.com/in/praval/</strong></a><strong style="color: rgb(13, 13, 13);">)</strong><span style="background-color: transparent;"> of </span><strong style="background-color: transparent;">Zoho</strong><span style="background-color: transparent;">, to unpack what </span>B2B branding<span style="background-color: transparent;"> really means — beyond logos, colors and taglines.</span></p><p><span style="color: rgb(13, 13, 13);">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. </span></p><p><span style="background-color: transparent;">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.</span></p><p><span style="background-color: transparent;"> </span><strong style="background-color: transparent;">In this conversation, Rajesh & Praval dive into:</strong></p><ul><li><span style="background-color: transparent;">Why </span><strong style="background-color: transparent;">brand matters deeply in B2B</strong><span style="background-color: transparent;"> — especially when products look similar</span></li><li><span style="background-color: transparent;">How Zoho thinks about </span><strong style="background-color: transparent;">company brand vs product brands</strong></li><li><span style="background-color: transparent;">When startups should start thinking about </span><strong style="background-color: transparent;">brand strategy</strong></li><li><span style="background-color: transparent;">Brand as a </span><strong style="background-color: transparent;">monetizable asset</strong><span style="background-color: transparent;">: trust, talent, referrals & recall</span></li><li><span style="background-color: transparent;">Internal narratives like </span><strong style="background-color: transparent;">Humans of Zoho</strong><span style="background-color: transparent;">, </span><strong style="background-color: transparent;">The Long Game</strong><span style="background-color: transparent;"> & Zoho Schools of Learning</span></li><li><span style="background-color: transparent;">How to operationalize brand: </span><strong style="background-color: transparent;">guidelines, voice, campaigns, consistency</strong></li><li><span style="background-color: transparent;">The role of </span><strong style="background-color: transparent;">founder brand</strong><span style="background-color: transparent;"> and “inside-out” storytelling</span></li><li><span style="background-color: transparent;">Practical advice for </span><strong style="background-color: transparent;">B2B startups building from India for the world</strong></li></ul><p><span style="background-color: transparent;">If 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.</span></p><p><br></p><p><span style="background-color: transparent;">Listen here:</span></p><p><br></p><p>Apple Podcasts: https://tinyurl.com/38pe8ccb</p><p>Amazon Music: https://tinyurl.com/htve26md</p><p>Spotify: https://tinyurl.com/2j4zybrx</p><p>JioSaavn: https://tinyurl.com/4pv9jpxb</p><p>Gaana: https://tinyurl.com/39d6cfe5</p><p><br></p><h3><strong style="background-color: transparent;">Chapters </strong></h3><p><br></p><p><strong style="background-color: transparent;">00:00</strong><span style="background-color: transparent;"> – Introduction</span></p><p><strong style="background-color: transparent;">02:20 – </strong><span style="background-color: transparent;">Why Brand Matters in B2B</span></p><p><strong style="background-color: transparent;">07:44</strong><span style="background-color: transparent;"> – How To Go About Building a B2B Brand?</span></p><p><strong style="background-color: transparent;">11:52</strong><span style="background-color: transparent;"> – B2B Company as a Brand vs Product Branding</span></p><p><strong style="background-color: transparent;">16:20</strong><span style="background-color: transparent;"> – Brand Works For All Stakeholders</span></p><p><strong style="background-color: transparent;">19:33</strong><span style="background-color: transparent;"> – Process of Brand Creation</span></p><p><strong style="background-color: transparent;">24:25</strong><span style="background-color: transparent;"> – Managing Brand Consistency at Scale</span></p><p><strong style="background-color: transparent;">27:11 – </strong><span style="background-color: transparent;">Global B2B Brands That Stand Out</span></p><p><strong style="background-color: transparent;">31:53</strong><span style="background-color: transparent;"> – A True Brand Promise has to be LIved</span></p><p><strong style="background-color: transparent;">33:24</strong><span style="background-color: transparent;"> – Advice, Tips & Hacks</span></p>
December 11, 2025
Sports Sponsorship in B2B | B2B Marketing Shepherd Rajesh Kumar | EP 08
<p>Untitled<span style="background-color: transparent;">There’s a reason the world’s most prestigious brands bet big on sports, music, and celebrities even in B2B.</span></p><p><span style="background-color: transparent;">In this episode of Decoding B2B Marketing, host Rajesh Kumar </span><span style="color: rgb(13, 13, 13);">(</span><a href="https://www.linkedin.com/in/rajeshkjindal/" rel="noopener noreferrer" target="_blank" style="color: rgb(17, 85, 204);">https://www.linkedin.com/in/rajeshkjindal/</a><span style="color: rgb(13, 13, 13);">) – </span><span style="background-color: transparent;">marketer, Fractional CMO, Board Advisor and author of the upcoming book </span>Decoding B2B Marketing<span style="background-color: transparent;"> – sits down with Sujatha V Kumar (</span><a href="https://www.linkedin.com/in/sujatha-v-kumar-8319585/" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">https://www.linkedin.com/in/sujatha-v-kumar-8319585/</a><span style="background-color: transparent;">), CMO, Ex Visa, Coca-Cola and P&G, to unpack how sponsorships, celebrity endorsements and influencers can work powerfully for B2B brands.</span></p><p><span style="background-color: transparent;">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.</span></p><p><span style="background-color: transparent;">Together, they explore how to:</span></p><ul><li><span style="background-color: transparent;">Make high-cost sponsorships pay back in B2B context</span></li><li><span style="background-color: transparent;">Turn sports & music partnerships into a lever for business-building</span></li><li><span style="background-color: transparent;">Choose celebrities and influencers that truly fit your brand</span></li><li><span style="background-color: transparent;">Use sponsorships across the full lifecycle — from brand to demand</span></li><li><span style="background-color: transparent;">Think beyond spray-and-pray to sharp, measurable, strategic marketing</span></li></ul><p><span style="background-color: transparent;">Along the way, Sujatha also shares her journey from from being an earnest psychology student to leading some of India’s most loved brands</span></p><ul><li><span style="background-color: transparent;">How she navigated the shift from B2C → B2B/B2B2C</span></li><li><span style="background-color: transparent;">Her passion for music, bands and theatre</span></li><li><span style="background-color: transparent;">How she mentors young women to grow in their career, as a champion for women in leadership</span></li></ul><p><span style="background-color: transparent;">If 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.</span></p><p><br></p><h2><br></h2><h2><strong style="background-color: transparent;">Chapters</strong></h2><p><strong style="background-color: transparent;">00:00 – Introduction</strong></p><p><strong style="background-color: transparent;">02:15 – Journey into B2B Marketing</strong></p><p><strong style="background-color: transparent;">07:02 – For the Love of Music</strong></p><p><strong style="background-color: transparent;">08:59 – On Women in Leadership</strong></p><p><strong style="background-color: transparent;">11:08 – Transition from B2C to B2B</strong></p><p><strong style="background-color: transparent;">16:08 – Unpacking Sponsorship for B2B Brands</strong></p><p><strong style="background-color: transparent;">20:18 – Integrating Brand with Sponsorship</strong></p><p><strong style="background-color: transparent;">26:24 – Delivering Experiences Money Can't Buy</strong></p><p><strong style="background-color: transparent;">28:19 – Using Influencer Marketing in B2B</strong></p><p><strong style="background-color: transparent;">30:33 – Choosing the Right Celebrity/Influencer</strong></p><p><strong style="background-color: transparent;">32:07 – Making a Business Case</strong></p><p><strong style="background-color: transparent;">33:46 – Warm Human Side of Celebrities, Paying It Forward</strong></p><p><strong style="background-color: transparent;">39:10 – Advice, Tips & Hacks</strong></p><p><br></p><p><span class="ql-cursor"></span>#DecodingB2BMarketing #B2BMarketing #B2BBranding #Sponsorships #CelebrityEndorsement #InfluencerMarketing #VisaIndia #WomenInLeadership #MarketingLeadership #BrandBuilding #SportsMarketing #ExperientialMarketing #MarketingPodcast #RajeshKumar #SujataVKumar</p>
December 4, 2025
Unwrapping Account Based Marketing | B2B Marketing Shepherd Rajesh Kumar | EP 07
<p><strong style="background-color: transparent;">What if your biggest deals aren’t won by marketing to many—but by marketing to ONE?</strong></p><p><span style="background-color: transparent;">In this episode of </span><strong style="background-color: transparent;">Decoding B2B Marketing</strong><span style="background-color: transparent;">, host </span><strong style="background-color: transparent;">Rajesh Kumar</strong><span style="background-color: transparent;"> </span><span style="color: rgb(13, 13, 13);">(</span><a href="https://www.linkedin.com/in/rajeshkjindal/" rel="noopener noreferrer" target="_blank" style="color: rgb(17, 85, 204);">https://www.linkedin.com/in/rajeshkjindal/</a><span style="color: rgb(13, 13, 13);">) </span><span style="background-color: transparent;">sits down with </span><strong style="background-color: transparent;">Sanjay Chaudhary</strong><span style="background-color: transparent;">, Head of Enterprise Marketing at </span><strong style="background-color: transparent;">SAP India (</strong><a href="https://www.linkedin.com/in/sanjay-k-chaudhary" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(0, 0, 0);"><strong>linkedin.com/in/sanjay-k-chaudhary</strong></a><span style="background-color: transparent;">) , to unpack the art and science of </span><strong style="background-color: transparent;">Account Based Marketing (ABM)</strong><span style="background-color: transparent;">—one of the most powerful, less understood, and underutilized strategies in B2B.</span></p><p><span style="background-color: transparent;">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.</span></p><p><span style="background-color: transparent;">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.</span></p><p><span style="background-color: transparent;">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.</span></p><p><strong style="background-color: transparent;">If you want to understand ABM—not the buzzword, but the practice—this conversation is your blueprint.</strong></p><p><br></p><h1><strong style="background-color: transparent;">What You’ll Learn</strong></h1><ul><li><span style="background-color: transparent;">What ABM </span>really<span style="background-color: transparent;"> is (and isn’t)</span></li><li><span style="background-color: transparent;">When ABM works—and when it doesn’t</span></li><li><span style="background-color: transparent;">How to select the right accounts</span></li><li><span style="background-color: transparent;">How to build deep buyer and industry insights</span></li><li><span style="background-color: transparent;">Why sales and executive alignment is a non-negotiable</span></li><li><span style="background-color: transparent;">Using AI to scale personalization and intent intelligence</span></li><li><span style="background-color: transparent;">Measuring ABM success with execution, engagement & impact metrics</span></li><li><span style="background-color: transparent;">How customer advocacy becomes your long-term moat</span></li><li><span style="background-color: transparent;">The mindset needed to run marathon-like ABM programs</span></li></ul><p><br></p><h1><strong style="background-color: transparent;">Chapters </strong></h1><p><strong style="background-color: transparent;">00:00</strong><span style="background-color: transparent;"> – Introduction</span></p><p><span style="background-color: transparent;">02:14 – Journey into B2B Marketing</span></p><p><span style="background-color: transparent;">08:08 – What is Account Based Marketing (ABM)?</span></p><p><span style="background-color: transparent;">09:21 – When is ABM the Right Strategy ?</span></p><p><span style="background-color: transparent;">12:19 – Identifying Accounts for ABM</span></p><p><span style="background-color: transparent;">14:05 – Can SaaS Companies Benefit from ABM?</span></p><p><span style="background-color: transparent;">15:30 – AI in ABM</span></p><p><span style="background-color: transparent;">20:04 – Measuring Success</span></p><p><span style="background-color: transparent;">23:26 – Making Business Case & Assembling the Team</span></p><p><span style="background-color: transparent;">25:41 – Sharing Real-life Examples </span></p><p><span style="background-color: transparent;">30:00 – Does ABM Work across Industries ?</span></p><p><span style="background-color: transparent;">34:11 – Advice, Tips & Hacks</span></p><p><span style="background-color: transparent;">36:08 – ABM for Legacy Businesses</span></p><p><span style="background-color: transparent;">37:04 – Making ABM Work</span></p><p><br></p>
9 total episodes available
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- What is B2B Marketing Shepherd?
<p><span style="color: rgb(13, 13, 13);">B2B Marketing Shepherd Podcast: </span></p><p><br></p><p><span style="color: rgb(13, 13, 13);">Welcome to Decoding B2B Marketing— where bold voices meet real stories.</span></p><p><span style="color: rgb(13, 13, 13);">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 </span></p><p><br></p><p><span style="color: rgb(13, 13, 13);">Each episode unpacks real-world tactics, campaign pivots, and audience-first insights that go beyond the buzzwords.</span></p><p><br></p><p><span style="color: rgb(13, 13, 13);">Subscribe for weekly drops, cinematic conversations, and practical takeaways that help you lead with clarity in the B2B world.</span></p><p><br></p><p><span style="color: rgb(13, 13, 13);">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.</span></p><p><br></p><p><span style="color: rgb(13, 13, 13);">He is a hobby cook (https://www.instagram.com/homechef.on.weekend/), traveller , Art & fitness enthusiast</span></p> - How often does this podcast release new episodes?
This podcast updates daily.
- Where can I listen to this podcast?
This podcast is available on 4 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
- Does this podcast accept guests?
Yes, this podcast regularly features guests.
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