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

In this episode of Decoding B2B Marketing, host Rajesh Kumar (https://www.linkedin.com/in/rajeshkjindal/) speaks with Nandini Chatterjee (https://www.linkedin.com/in/nandini-chatterjee/), a super accomplished expert in Public Relations, media and communications.

Nandini brings rich experience in Press & Media Relations and addressing complex reputation challenges across industries. She has led marketing and communications strategy at PwC India for over two decades. She also served as a member of PwC’s global Network Comms leadership team, collaborating on action plans for 157 countries. She also runs her own podcast - watch here for deeper drill into PR http://www.youtube.com/@commsandconversations

They dive deep into how public relations, internal communications and executive communications are evolving in the age of digital. They expand on the critical role of earned media and why authenticity & trust remain the strongest currencies in B2B marketing. Nandini shares battle-tested lessons from handling corporate crises, building executive communication strategies, driving internal engagement, and measuring PR outcomes with precision.

Whether you’re a B2B marketer, startup founder, or communications professional, this conversation offers a masterclass in building credible brands through strategic storytelling and stakeholder engagement.

Follow Nandini’s creative side on Instagram @colours_on_my_canvas

‍ Catch Rajesh’s cooking experiments on Instagrams @homechef.on.weekend

⏱️ Chapters/Sections:

02:41 : Journey into B2B Marketing

04:47 : Artist behind the CMO

06:33 : Earned Vs Paid Media

08:14 : PR in the age of Digital

10:36 : Developing PR Strategy & Plan

20:26 : How do you measure impact of PR

25:58 : PR Tactic Mix

28:47 : Internal Communications

31:19 : Executive Communications

35:50 : Building a star PR Team

38:18 : Choosing the right PR Agency Partner

40:10 : Advice, Tips & Hacks

45:40 : Crisis Management

#B2BMarketing #CorporateCommunications #PublicRelations #EarnedMedia #PaidMedia #BrandStrategy #MarketingLeadership #PRStrategy #CommunicationsStrategy #B2BBrandBuilding #CrisisManagement #ExecutiveComms #InternalComms