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Decoding B2B Marketing

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BY RAJESH KUMAR

GLOBAL CHIEF MARKETING OFFICER AT LENTRA, DIRECTOR ON THE BOARD OF IIM CALCUTTA INNOVATION PARK

Book Details

Binding 30 Days (15 pages per Day)

Number of Pages 445

Language English

Edition Intermediate

Format

Hardcopy + Digital Digital Copy

What You'll Learn

Understand how B2B markets and buyers actually work: Learn how buying decisions are made in B2B, including decision-making units, long sales cycles, and trust-led purchasing behavior.
Identify and evaluate the right market opportunities by assessing market size, industry attractiveness, segmentation, and entry strategies using structured B2B frameworks.
Build strong B2B positioning and value propositions: Define clear product positioning, differentiation, and messaging that resonate with enterprise and mid-market buyers.
Design effective pricing, branding, and go-to-market strategies: Understand B2B pricing models, brand building in B2B contexts, and how to take offerings to market successfully.
Drive demand and align marketing with sales outcomes: Plan demand generation, manage leads, implement account-based marketing, and align marketing efforts with revenue goals.
Measure performance and scale using data and technology: Use KPIs, analytics, and MarTech tools to track ROI, improve execution, and build sustainable B2B growth systems.

Description

Decoding B2B Marketing is a practical guide to building effective marketing strategies in complex, high-value B2B environments.B2B marketing is driven by long sales cycles, multiple decision-makers, and trust. This book explains how to understand B2B buyers, map decision-making units, and position your offering clearly in competitive markets. It shows how marketing and sales must work together to drive pipeline, conversions, and sustainable growth.From value propositions and content strategy to demand generation, account-based marketing, and relationship building, the book breaks down B2B marketing into clear, actionable frameworks. It explains how channels like LinkedIn, email, events, partnerships, and content work together as one system.With a strong focus on measurement and outcomes, you’ll learn how to track lead quality, evaluate performance, and link marketing efforts directly to revenue. Packed with real-world examples and structured models, Decoding B2B Marketing helps marketers, founders, and leaders move from scattered tactics to focused, revenue-driven execution.

This Book Includes:

Lifetime

Index

1. Understanding B2B Basics

Role and Importance of B2B Markets

Historical Perspective on B2B Trade

Differentiating B2B from B2C

Various Types of B2B Markets

Evolution of B2B Marketing Tactics and Paradigm Shift with the Rise of Digital

My Story (Author’s Note)

2. Assessing the Market Opportunity

Market Opportunity Assessment

Market Information and Trends Analysis

Industry Structure Attractiveness

Segmenting the Market

Sizing the Market

Market Entry Prioritisation

3. Understanding Your Customer

Characteristics of B2B Buying

Buying by Organisational Life Cycle Stage

Stages in the B2B Buying Process

What Makes Them Buy?

Who Is the Buyer in B2B?

Buyer Group or Decision-Making Unit

Gathering Customer Intelligence

Mapping the Buyer Personas

How to Build a Buyer Persona?

How Does the Persona Dictate the Marketing Approach?

Assimilating Customer Understanding for Effective Marketing

4. B2B Product Marketing

Product Planning and Development

B2B Product Lifecycle Management

Developing Go-To-Market

Category Creation

Product-Led Growth (PLG)

5. B2B Pricing Strategies

Pricing as a Strategic Tool

Understanding Demand and Price Elasticity

What Is TCO?

Factors in Pricing Decision

Setting Pricing Objective

B2B Pricing Strategies – Selecting the Right Fit

Industry-Based Use Cases

Software Pricing Models

Industrial Plant and Machinery Pricing Models

Pricing Models for Raw Materials / Inputs in Manufacturing

Rolling Out a Pricing Strategy

Adapting Pricing in a VUCA World

6. Branding in B2B

Rise of Brand Differentiation in B2B

Why B2B Businesses Must Think About Branding Early On

Defining Your Brand

Developing the Narrative

Visions Are Visual – Designing a Distinctive Identity

Evolution of Brand Identity Over Time

Branding in Action: Making Your B2B Brand Sing Across Touchpoints

7. B2B Customer Communication

Aligning Communication to the Customer Decision-Making

Distinction in Brand and Demand Communication

B2B Customer Communication Channels

Bringing It All Together

8. B2B Corporate Communications

PR – Press and Strategic Media

Developing a Public Relations Programme

Analyst Relations Management

How to Manage Analyst Relations

Measure and Evaluate

Internal Communication: Mobilising the Organisation

9. B2B Demand Management

Journey of B2B Demand: From Awareness to Advocacy

How Do You Approach Demand Planning?

Where Does Your Offering Stack Up in the Hierarchy of Needs?

What Organisation Size Are You Planning Demand Generation For?

New Customer Acquisition vs Existing Customer

Tactics by Audience Size

Outbound vs Inbound

Lead Funnel Management

Lead Qualification Criteria

The Evolution of the Buyer Journey – Forrester Sirius Decisions Demand Waterfall

Building a Digital and Tele-Demand Centre

Measuring Your Demand Generation Efforts: Proving Value Relations Programme

10. Account-Based Marketing (ABM)

Emergence of Account-Based Marketing

How ABM Differs from Demand Generation

Role of Sales and Marketing Alignment

Various Types of ABM

The ABM Process: Where to Begin the Journey

Resourcing for ABM

Technology and Tools for ABM

Case Studies

11. Channel Partner Marketing

Why Channel?

Different Types of Partners

Channel Partner Marketing

Prioritising Channel Partners

To, Through, and With-Partner Marketing

Delivering a Partner Marketing Program

Who Pays for Channel Marketing?

Tracking Success

12. Customer Loyalty and Advocacy

The Leverage of Customer Advocacy

Creating a Customer Advocacy Programme

Developing Advocacy Assets

Measuring Advocacy Impact

13. B2B Marketing Planning & Operations

Marketing Strategy Development

Building an Annual Operating Plan

Organisation and Processes Design

Financial Resource Management

Performance Management

Tracking and Reviewing Progress

Trend Towards Revenue Operations

14. Understanding Technology Stack for B2B Marketing

B2B Marketer’s Essential Toolkit

Data as a Fundamental Building Block

Developing and Implementing MarTech Strategy

Solution and Vendor Selection

Deploying and Running the Stack

Take a Sneak Peek

Meet the Author

RAJESH KUMAR

GLOBAL CHIEF MARKETING OFFICER AT LENTRA, DIRECTOR ON THE BOARD OF IIM CALCUTTA INNOVATION PARK

Seasoned B2B marketing leader with 25+ years of experience: Has led marketing across consumer, industrial, and technology sectors through growth cycles, booms, and downturns.
Former CMO and senior leader at global enterprises: Held leadership roles at SAP, Microsoft, UiPath, HCL, Perfetti, and Pernod, building brands, demand engines, and global go-to-market strategies.
Board member, advisor, and ecosystem builder: Serves on boards including IIM Calcutta Innovation Park and advises startups, SaaS firms, and family businesses on growth and positioning.
Award-winning marketer and thought leader: Recipient of multiple ET, VAR India, SAP APJ, and Forrester-recognized leadership awards for marketing excellence and innovation.
Academic foundation with continuous global learning: MBA from IIM Calcutta, with executive education from Harvard, Wharton, and ISB, combining strategic rigor with modern marketing practice.
Passionate mentor, author, and speaker: Actively contributes as a speaker, visiting faculty, blogger, and author focused on building resilient B2B brands that create long-term economic value.