B2B Marketing Shepherd Podcast:
Welcome to Decoding B2B Marketing— where bold voices meet real stories.
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
Each episode unpacks real-world tactics, campaign pivots, and audience-first insights that go beyond the buzzwords.
Subscribe for weekly drops, cinematic conversations, and practical takeaways that help you lead with clarity in the B2B world.
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.
He is a hobby cook (https://www.instagram.com/homechef.on.weekend/), traveller , Art & fitness enthusiast
B2B Marketing Shepherd Podcast:
Welcome to Decoding B2B Marketing— where bold voices meet real stories.
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
Each episode unpacks real-world tactics, campaign pivots, and audience-first insights that go beyond the buzzwords.
Subscribe for weekly drops, cinematic conversations, and practical takeaways that help you lead with clarity in the B2B world.
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.
He is a hobby cook (https://www.instagram.com/homechef.on.weekend/), traveller , Art & fitness enthusiast
UntitledThere’s a reason the world’s most prestigious brands bet big on sports, music, and celebrities even in B2B.
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 with Sujatha V Kumar (https://www.linkedin.com/in/sujatha-v-kumar-8319585/), CMO, Ex Visa, Coca-Cola and P&G, to unpack how sponsorships, celebrity endorsements and influencers can work powerfully for B2B brands.
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.
Together, they explore how to:
Along the way, Sujatha also shares her journey from from being an earnest psychology student to leading some of India’s most loved brands
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.
00:00 – Introduction
02:15 – Journey into B2B Marketing
07:02 – For the Love of Music
08:59 – On Women in Leadership
11:08 – Transition from B2C to B2B
16:08 – Unpacking Sponsorship for B2B Brands
20:18 – Integrating Brand with Sponsorship
26:24 – Delivering Experiences Money Can't Buy
28:19 – Using Influencer Marketing in B2B
30:33 – Choosing the Right Celebrity/Influencer
32:07 – Making a Business Case
33:46 – Warm Human Side of Celebrities, Paying It Forward
39:10 – Advice, Tips & Hacks
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