In a significant shift for the Indian B2B marketing landscape, veteran CMO Rajesh Kumar unveiled “Decoding B2B Marketing,” a visual, AI-enabled playbook designed to help marketers navigate the complexities of modern B2B sales. The launch event took place at Museo Camera in Gurugram and attracted a diverse audience of marketing leaders, founders, students, and industry peers, all focused on the evolving demands of B2B marketing in the age of artificial intelligence.
Kumar emphasized the fundamental changes in B2B buying behavior, noting that major technology decisions are increasingly made by buying groups rather than individual executives. “B2B buying is different from consumer markets. Major technology decisions rarely hinge on a single executive. They’re shaped by a buying group—champions, decision-makers, influencers, ratifiers, and users—each with distinct needs and risk thresholds,” he stated. He further highlighted that 67% of the buyer’s journey is now completed digitally, a trend that empowers marketing to take a more central role in the sales process.
The book features a foreword by the late Piyush Pandey, former Chief Creative Officer at Ogilvy India. “The book has been written for people to savor, enjoy, learn, and teach the art of B2B. I believe that B2B is an art and not a pure science. It is with this belief that I recommend Rajesh Kumar to all the readers of this book!” Pandey wrote, underscoring the creative aspects of B2B marketing.
Designed in alignment with ZebraLearn’s visual-first learning philosophy, “Decoding B2B Marketing” is fully illustrated and aims to be a comprehensive guide for real-world application. It distills the essentials of modern B2B branding, thought leadership, market sizing, demand generation, and the impact of AI into actionable frameworks. The book seeks to equip marketers with the tools needed to thrive in what Kumar describes as the “ask economy,” where immediate, contextual answers are expected from AI.
In a bid to enhance engagement, “Decoding B2B Marketing” offers readers access to interactive features through ZebraLearn 2.0. This includes audio, video, and quiz formats, allowing learners to choose their preferred mode of engagement. Each chapter is also supplemented with QR codes linked to exclusive interviews with CMOs and marketing leaders from well-known brands, providing practical insights that readers can apply immediately.
“The time has come for new global brands to rise from Asia,” Kumar remarked. “I am thrilled to launch ‘Decoding B2B Marketing’ as a practical resource for career aspirants, early professionals, and startups—crafted in a format that is simple to understand and easy to apply.” He underscored the importance of making B2B marketing accessible and actionable for the next generation of marketers, asserting that the intersection of analytics and creativity is where successful B2B marketing lies.
Industry analysts predict a significant shift in B2B sales interactions, forecasting that by 2025, approximately 80% will occur through digital channels. This trend highlights a growing need for marketers to adapt to increasingly complex buying processes, where significant purchases often involve six to ten stakeholders. As B2B buyers describe the purchasing process as difficult or complex, marketing teams must enhance their multi-role enablement strategies.
India’s enterprise technology sector continues to show strong growth, with IT spending rising at a double-digit pace, especially in enterprise software and cloud services. The country’s SaaS industry, in particular, has gained traction, projected to reach around $35 billion by 2027. This growth is driven by global customers and product-led business models, creating further opportunities for Indian companies to establish a foothold in the international market.
The demand for skilled B2B marketers in India is also on the rise, primarily for those with expertise in product marketing, account-based programs, and marketing analytics, as businesses modernize their go-to-market strategies around data and AI. As the dynamics of B2B marketing continue to evolve, resources like “Decoding B2B Marketing” promise to play a crucial role in shaping the next generation of marketing professionals.
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