#85 B2B Marketing with Ex IBM, EY, IT Industry Expert Sanjay Kosuri

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In this conversation, Tanmay Shah and Sanjay Kosuri discuss B2B marketing and its differences from B2C marketing. They explain that B2B marketing is more like an arranged marriage, where multiple decision-makers are involved in the buying process. They also discuss the difference between marketing and sales, with marketing focused on creating awareness and demand for products and services, while sales is more transactional. They provide examples of how companies like Apple market and sell their products. They also discuss the marketing strategies for SaaS companies and the importance of identifying a product niche, target audience, and market opportunity. They highlight the benefits of partnering with IT vendors and tailoring marketing messages to different stakeholders. They also touch on the pain points of HR professionals and the challenges of recruiting talent. In this part of the conversation, Sanjay Kosuri and Tanmay Shah discuss the challenges of pitching AI products to HR professionals and the use of AI in resume shortlisting. They also talk about promotion strategies for B2B marketing, including reaching out to IT vendors and smaller companies. Sanjay emphasizes the importance of understanding the buying process and target market, as well as the value of brand marketing and storytelling. He shares an example of how internal branding and communication can improve employee understanding and advocacy. In this conversation, Sanjay Kosuri shares insights on B2B marketing campaigns, the power of storytelling, and the challenges faced by product marketing managers. He discusses IBM’s successful ‘Think’ campaign and emphasizes the importance of creating a perception of innovation. Sanjay also talks about the role of marketing in promoting a brand’s story through various channels and touchpoints. He highlights the need for consistent brand messaging and the challenges of differentiation in a crowded market. Additionally, Sanjay shares examples of projects he worked on, including countering competitor claims and leveraging social media during flagship events.In this episode of Rocklaz Radio, Tanmay Shah and Laura Grinbarga discuss books and podcasts they have read and listened to. They share their favorite podcasts, such as Akimbo and Freakonomics, and talk about the benefits of reading digitally and listening to audiobooks. They recommend books like The Artist’s Way, Big Magic, and The War of Art for creative inspiration. They also discuss the importance of finding the right time to read and making notes while reading. The conversation touches on spirituality in art and the impact of books like The Alchemist and Siddhartha. They also mention books on negotiation and personal development, such as Think and Grow Rich and The 7 Habits of Highly Effective People. The conversation covered a wide range of topics, including book recommendations, favorite genres, and spiritual and philosophical discussions. Some of the recommended books include ‘Atomic Habits’ by James Clear, ‘The Warrior’s Apprentice’ by Lois McMaster Bujold, ‘The Silver Metal Lover’ by Tanith Lee, ‘Mahabharata’ and ‘Bhagavad Gita’ by Shri Shri Ravishankar, and ‘Business Sutras’ by Devdutt Patnayak. The conversation also touched on the importance of finding balance and substance in the content we consume.


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00:00 Introduction and B2B Marketing
03:15 Difference between B2B and B2C Marketing
05:33 Difference between Marketing and Sales
07:26 Marketing and Sales in Apple’s Process
10:26 Marketing Strategies for SaaS Companies
23:54 Marketing Strategies for IT Vendors
30:27 Marketing Strategies for Human Resources (HR) Professionals
33:43 Marketing Strategies for Smaller Companies or Groups
35:18 New Chapter
41:33 Marketing Strategies for Recruitment AI Products
47:23 Marketing Strategies for IT Vendor Alliance Managers
49:36 Marketing Strategies for Targeting Smaller Companies or Groups
52:10 Preparing a Marketing Plan
59:32 Marketing for Startups
01:11:19 Importance of Brand Marketing
01:15:29 Challenges in Marketing
01:25:29 Strategies in Marketing
01:35:32 Responsibilities and Challenges of a Product Marketing Manager
01:38:28 Example of a Product Marketing Project
01:45:24 Unique Marketing Examples
01:46:00 Planning and Research
01:46:38 Evaluating Social Media Presence
01:47:37 Marketing Reporting
01:49:19 Selling Yourself and Your Ideas
01:50:15 Bangalore as an IT Hub
01:51:22 Transition to Digital Marketing
01:52:43 Technology vs. Customer Focus
01:53:39 IT Companies and Leadership
01:56:24 Skills and Fast-Moving Industry
01:58:09 Scarcity of Leadership
01:58:30 Experience vs. Vision
02:00:39 Closing Remarks
02:01:58 Outrow Riverside Aug 23.mp4



• B2B marketing is more complex than B2C marketing, as it involves multiple decision-makers in the buying process.
• Marketing is about creating awareness and demand for products and services, while sales is more transactional.
• Product positioning is crucial in marketing, and it involves highlighting the unique benefits and advantages of a product compared to competitors.
• SaaS companies should focus on identifying a product niche, target audience, and market opportunity to effectively market their offerings.
• Partnering with IT vendors can be beneficial for SaaS companies, as it provides access to existing market channels and expertise.
• Tailoring marketing messages to different stakeholders, such as CEOs, CFOs, CTOs, and CMOs, is essential for successful B2B marketing.
• HR professionals face challenges in maintaining company culture and recruiting talent, especially in remote work environments. Hiring people with AI expertise can be challenging due to the scarcity of talent in the field.
• AI can be used to automate resume shortlisting based on specific parameters, but it may overlook qualified candidates with poorly written resumes.
• To reach IT vendors, LinkedIn is a useful platform to connect with alliance marketers and schedule meetings.
• For B2B marketing, it is important to define the target market accurately and understand the buying cycle of potential customers.
• Brand marketing and storytelling can create sustained client relationships and loyalty.
• Internal branding and communication are crucial for employees to understand and advocate for the company’s products and services. B2B marketing campaigns should focus on creating a perception of innovation and differentiation.
• Storytelling is a powerful tool in marketing, and it can be conveyed through various formats such as blogs, podcasts, and videos.
• The marketing mix should be tailored to the target audience and the story being told.
• Consistent brand messaging is crucial for maintaining a strong brand perception.
• Marketing campaigns require a long-term commitment and should be evaluated based on brand perception rather than immediate leads or revenues.
• Product marketing managers face challenges in maintaining consistent brand messaging, creating differentiation, and engaging impatient audiences.
• Successful marketing campaigns require a balance between traditional and digital marketing strategies.
• The IT industry, particularly in Bangalore, has seen significant growth and changes, with a focus on digital marketing and a shortage of leadership talent.
• New marketers should prioritize customer focus, market research, and storytelling in their strategies.


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