Institute of Product Leadership
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B2B marketing has never been easy: multiple decision makers, slow sales cycles, and often complicated technical and financial specifications. And today, it has become even more difficult as the buyer profile and behavior has changed significantly. The modern B2B buyers are increasingly well-informed and far less dependent on individual sales interactions to acquire the information they need to make buying decisions. What’s more, B2B customers are harder to reach by conventional sales methods and the traditional ‘push’ marketing approaches are becoming less effective.

In this session, we will discuss how B2B marketing has changed over the years and the new marketing approaches B2B marketers need to embrace for a meaningful dialogue with the new-age B2B buyers.


Anshul Kaushesh is a marketing professional with over 15 years of experience in brand and marketing strategy, planning and execution across multiple industries. She is working with IBM as Brand Systems and Communications leader and is responsible for brand planning, influencer relationships and internal communications for Asia-Pacific.
She is passionate about brands and has taught Brand and Marketing Management at various B-Schools and Executive MBA programs and has been published in leading business publications in India. She holds an MBA in marketing from IIM, Kozhikode.

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