Crafting Global B2B Brands | B2B Marketing Shepherd Rajesh Kumar | EP 09
No se pudo agregar al carrito
Add to Cart failed.
Error al Agregar a Lista de Deseos.
Error al eliminar de la lista de deseos.
Error al añadir a tu biblioteca
Error al seguir el podcast
Error al dejar de seguir el podcast
Crafting Global B2B Brands | B2B Marketing Shepherd Rajesh Kumar | EP 09
-
Narrado por:
-
De:
Most B2B founders obsess over performance marketing and pipeline. Brand? That can “wait”.
In this episode of Decoding B2B Marketing, host Rajesh Kumar (https://www.linkedin.com/in/rajeshkjindal/) – marketer, Fractional CMO, Board Advisor and author of the upcoming book Decoding B2B Marketing – sits down again with Praval Singh (https://www.linkedin.com/in/praval/) of Zoho, to unpack what B2B branding really means — beyond logos, colors and taglines.
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.
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.
In this conversation, Rajesh & Praval dive into:
- Why brand matters deeply in B2B — especially when products look similar
- How Zoho thinks about company brand vs product brands
- When startups should start thinking about brand strategy
- Brand as a monetizable asset: trust, talent, referrals & recall
- Internal narratives like Humans of Zoho, The Long Game & Zoho Schools of Learning
- How to operationalize brand: guidelines, voice, campaigns, consistency
- The role of founder brand and “inside-out” storytelling
- Practical advice for B2B startups building from India for the world
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.
Listen here:
Apple Podcasts: https://tinyurl.com/38pe8ccb
Amazon Music: https://tinyurl.com/htve26md
Spotify: https://tinyurl.com/2j4zybrx
JioSaavn: https://tinyurl.com/4pv9jpxb
Gaana: https://tinyurl.com/39d6cfe5
00:00 – Introduction
02:20 – Why Brand Matters in B2B
07:44 – How To Go About Building a B2B Brand?
11:52 – B2B Company as a Brand vs Product Branding
16:20 – Brand Works For All Stakeholders
19:33 – Process of Brand Creation
24:25 – Managing Brand Consistency at Scale
27:11 – Global B2B Brands That Stand Out
31:53 – A True Brand Promise has to be LIved
33:24 – Advice, Tips & Hacks