Unlocking the Power of B2B Marketing: Insights from the All About Marketing Podcast with Sonesh Prakash
Description:
In the inaugural episode of All About Marketing, Amey Asuti dives into a candid conversation with Sonesh Prakash, the founder of CMO Outsourced, unraveling the intricacies of B2B marketing. Through anecdotes, case studies and thoughtful discussion, they explore how B2B marketing differs from B2C, leveraging content for success, and the rising trend of fractional CMOs.
Introduction
The first episode of the All About Marketing podcast introduces listeners to the dynamic world of B2B marketing, featuring Sonesh Prakash, an industry expert with a robust background in consulting for startups and SMEs. This blog captures key takeaways from the conversation, offering a roadmap for professionals navigating the complexities of marketing in the B2B ecosystem.
1. The Origins of CMO Outsourced: Filling a Marketing Gap for B2B
Sonesh began his entrepreneurial journey after realizing a critical gap in the B2B marketing space during his corporate stint with companies like ICICI Bank, Times of India, and Adecco. Observing that many marketing agencies focused on B2C, he saw an opportunity to assist underserved startups and SMEs in navigating marketing complexities. His expertise lies in content marketing, digital strategies, and building ideal customer profiles (ICPs) that align with business growth.
2. Key Differences: B2B vs. B2C Marketing
While content plays a role in both B2B and B2C marketing, B2B campaigns emphasize depth, research, and specificity. B2B marketing requires tailoring content to distinct buyer personas and leveraging platforms like LinkedIn for outreach rather than mass channels like Facebook. This thoughtful segmentation ensures alignment with business objectives, where the goal is often nurturing long-term relationships rather than immediate conversions.
3. Building Visibility Through LinkedIn: An Underutilized Tool
Sonesh emphasizes that B2B marketing thrives on strategic content creation, often through platforms like LinkedIn. Drawing from examples, he highlights the success of Factors.ai and Adam Robinson of RetentionB2B.com. These organizations encourage employees to actively create and share content, effectively building visibility by leveraging personal networks. The conversation stresses that success on LinkedIn requires patience and consistent content delivery. Sonesh’s insight? Engagement isn’t just about likes and comments - much of the audience remains passive yet attentive, impacting brand recall over time.
4. The Rise of Fractional CMOs: Plug-and-Play Marketing Expertise
Sonesh defines his role as a fractional CMO, supporting early to mid-stage enterprises without dedicated marketing teams. He provides a phased approach: setting up ICPs, establishing marketing collateral, and eventually transferring operations to in-house teams or long-term partners. His typical engagement lasts 12 to 18 months, focusing on aligning marketing strategies with business goals while using tools like Apollo.io and Instantly.ai for outreach and lead generation.
5. AI’s Impact on B2B Marketing
Sonesh discusses how tools like ChatGPT and Canva have reshaped marketing workflows. With AI-enabled content generation, reliance on agencies has diminished. For B2B campaigns requiring deeper insights, however, first-party content remains critical. He underscores that while AI has streamlined processes, consistent and thoughtful execution is essential for sustainable success.
Top 5 Insights from the Podcast
- Content is the Backbone of B2B Marketing: Tailored, research-led content is crucial for engaging niche audiences.
- LinkedIn as a Strategic Tool: Encouraging employees to share content builds brand visibility and credibility organically.
- Fractional CMOs Offer Flexibility: Startups benefit from part-time CMOs who can build marketing ecosystems and hand over operations efficiently.
- AI and Martech Tools Reduce Operational Load: Tools like ChatGPT allow businesses to create content more efficiently while staying relevant.
- Consistency Drives Results: Long-term success in B2B marketing requires patience, thoughtful strategy, and consistent engagement across channels.
Conclusion
The first episode of All About Marketing with Sonesh Prakash provides valuable lessons for B2B marketers, from setting up content-driven strategies to leveraging AI tools for efficient execution. As companies navigate the evolving marketing landscape, this episode highlights the importance of continuous learning, strategic content, and maintaining consistency for lasting success.