Veteran CMO Rajesh Kumar Launches AI-enabled Playbook
Veteran Chief Marketing Officer Rajesh Kumar has launched Decoding B2B Marketing, a visual playbook, equipped with artificial intelligence capabilities, showcases 12 practical frameworks and includes interviews linked through QR codes, published by Zebralearn.
The unveiling took place at Museo Camera in Gurugram, where the debut of the book gathered marketing executives, entrepreneurs, students, and professionals from various industries for an event centered on the future of B2B expansion in the era of artificial intelligence.
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The introduction to the book was penned by the esteemed Piyush Pandey, former executive at Ogilvy India. In his foreword, he expressed the intention for readers to appreciate, derive pleasure from, gain knowledge, and share insights on the art of business-to-business (B2B) interactions.
“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. Sales no longer hold the power they used to. Buyers, who depended on sales representatives for information, discovered the power of online - 67 percent of the buyer's journey is now done digitally. This puts marketing in the driver’s seat”, says Rajesh Kumar, author of Decoding B2B Marketing.
Pandey viewed B2B as a form of artistic expression rather than a strictly scientific endeavor, underscoring his endorsement of Rajesh Kumar to the book's audience. The book aligns with the current trajectory of the profession, which is moving towards the "ask economy" where teams rely on AI for prompt, contextually relevant information and anticipate marketing content to be easily accessible, comprehensible, and adaptable for various platforms and roles.
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Rather than displacing marketers, AI is elevating them to focus on more strategic endeavors such as developing narratives and orchestrating campaigns. Decoding B2B Marketing is tailored to support marketers transitioning into this evolving landscape.
Aligned with ZebraLearn's emphasis on visual-oriented education, Decoding B2B Marketing serves as a comprehensive guide for practitioners, complete with detailed illustrations. The focus of this guide is on aiding retention and practical implementation.
It simplifies key concepts in contemporary B2B marketing such as brand development, thought leadership, interactions with the press and analysts, market analysis and segmentation, generation of demand, marketing through channels, account-based marketing, marketing technology, and the implications of artificial intelligence, presenting them in easily comprehensible and applicable frameworks.
Readers have the opportunity to explore beyond the traditional print format with the advanced features of ZebraLearn 2.0.
This book is equipped with AskAI, audio, video, and quiz capabilities, providing learners with the flexibility to engage in the medium that aligns with their preferences.
Within each chapter, QR codes are incorporated to access exclusive discussions with Chief Marketing Officers and top marketing executives from renowned companies, delivering authentic and practical insights that can be immediately implemented.
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“The time has come for new global brands to rise from Asia. 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. My mission is to make B2B marketing more accessible, learnable, and actionable for the next generation of marketers. Marketing is at the very core of B2B success-where the science of sharp analytics meets the art of creativity, magic happens. I want SaaS companies from India to harness the true power of marketing and make their mark on the world stage,” says Rajesh Kumar.