UntitledIn this episode of Decoding B2B Marketing, host Rajesh Kumar (https://www.linkedin.com/in/rajeshkjindal/) speaks with Sandeep Nagpal (https://www.linkedin.com/in/nagpalsandeep/), SVP & Head of Global Marketing at Cvent India — a seasoned B2B leader who has built partner ecosystems across Microsoft, SAP, and other global enterprises.

Sandeep shares his remarkable journey from manufacturing to marketing, revealing how partnerships, alliances, and ecosystems can become a marketer’s ultimate growth multiplier.

From navigating the evolution of B2B channels to creating joint go-to-market programs, Sandeep and Rajesh break down the “To, Through, and With Partner Marketing” framework — showing how to build trust, scale efficiently, and drive revenue in the AI-driven marketing era.

Tune in for deep insights on:

• How to attract, enable, and empower partners
• Partner marketing structures that scale
• Real-world case studies like SAP’s Ambition Express
• AI’s role in reshaping partner enablement
• Skills and tools every channel marketer must master

️Hosted by B2B Marketing Shepherd Rajesh Kumar, Decoding B2B Marketing series features unfiltered conversations with marketing leaders who are redefining how brands collaborate, communicate, and grow in the B2B landscape.

00:00 Introduction

04:08 Journey into B2B Marketing

08:02 Why Channel ?

10.04 Do SaaS Startups need partners ?

13.31 Partners Categories & their value

18:40 What gets Partners to work with you

21:23 Truth bout Partner Programs

25:23 Helping Partners Succeed

28:30 Stories from the trenches’

30:48 Software on a Bus to Customer doorstep

34:54 Who pays for Partner Marketing ?

36:52 Making Rebates and incentives work

38:15 Measuring Success

44:16 AI in Channel Marketing

47:01 Advice, Tips & Hacks

#B2BMarketing #PartnerMarketing #ChannelMarketing #ToThroughWithMarketing #EcosystemGrowth #MarketingLeadership #DecodingB2BMarketing #SaaSMarketing #B2BStrategy #BrandBuilding

In this episode of Decoding B2B Marketing, Rajesh Kumar (https://www.linkedin.com/in/rajeshkjindal/) speaks with Pritish Asthana, VP – Marketing at Lentra, (https://www.linkedin.com/in/pritish-asthana/) to explore what truly defines a brand in the B2B world — beyond logos, taglines, and visuals.

With over two decades of marketing experience spanning GE Capital, IBM, HP, Microsoft, Oracle, Lentra, Pritish combines creative instinct with data-driven discipline. Together, they unpack how brand building in B2B is about delivering on a promise — to customers, partners, and employees — and how that promise translates into trust, differentiation, and long-term growth.

He’s known for crafting campaigns that build trust in complex categories and for turning abstract ideas into compelling, scalable stories. Whether launching new platforms or reimagining legacy brands, his approach is rooted in clarity, curiosity, and a deep respect for audience intelligence.

Outside the boardroom, Pritish is a keen observer of emerging tech, a fan of strategic storytelling, and someone who believes marketing is as much about listening as it is about leading. He is an ardent rider, traveller, artist and chef- a diverse range of creative passions that he brings to his persona as a creative brand strategist.

Pritish shares his journey from business roles to brand marketing, his philosophy on creativity and focus, and his hands-on experience refreshing Lentra’s brand identity. He also discusses the growing importance of India’s digital evolution, AI in marketing, and the art of staying authentic in a crowded marketplace.

Tune in for actionable insights on creating brands that endure — from visual identity and storytelling to measurement, team building, and leadership alignment.

Watch on Youtube: https://youtu.be/s2vro2zim-A

In this episode of Decoding B2B Marketing, host Rajesh Kumar (https://www.linkedin.com/in/rajeshkjindal/) speaks with Praval Singh (https://www.linkedin.com/in/praval/).

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.

Before joining Zoho, Praval co-founded a digital agency in 2008 that helped brands like Samsung, Maruti, Aircel, Micromax, NIIT, and others in India with social and digital outreach, product launch campaigns, and web development. Over the last 18 years—between his agency days and his time with Zoho—Praval has built marketing and communications teams, launched products, led workshops, and fostered critical partnerships.

When not thinking or talking about B2B/SaaS marketing at an airport, hotel, or a Zoho office, he’s likely at his home—brewing some good coffee or wearing an apron and cooking up a storm! You can connect with him on X/Twitter @Praval or look him up on Linkedin.

Tune in for a masterclass in product marketing

Chapters:

00:00 Introduction

02:55 Journey into B2B Marketing

04:51 For the Love of Coffee

07:40 Role of Product Marketing

12:35 Business Case for a New Product

15:17 Getting to Product Market Fit

18:53 Co-creating with Customers

21:46 Go-to-Market Rollout Rhythm

26:24 New Category Creation

28:28 When Does Product Led Growth (PLG) Work?

32:22 Managing the Product Life Cycle

36:02 Advice, Tips & Hacks

38:40 From India for the World