How do you turn analyst relations into a real growth engine – not just a reporting exercise?

In this episode, host Vidhi Jangid of Skalegrow sits down with Shynu George (Head of Marketing at Maxwell GeoSystems), a former physicist turned B2B marketing leader, to unpack how strategic analyst engagement builds long-term credibility, influences buying decisions, and strengthens brand positioning.

Drawing from his experience working with leading firms like Gartner, Forrester, IDC, CEB TowerGroup, and KuppingerCole, Shynu shares practical lessons on:

• Earning analyst trust through long-term engagement

• Repositioning a SaaS brand from mid-market to enterprise

• Turning tough analyst feedback into sharper messaging

• Aligning communication with C-suite priorities to increase conversions

• Structuring analyst programs around buying cycles – not ad hoc updates

• Translating analyst insights into sales enablement and content strategy

From navigating industry shifts like AI to shortening deal cycles through credibility, this conversation shows why analyst relations isn’t just a marketing function – it’s a company-wide growth lever.

If you want to understand how market influence is built behind the scenes, this episode is for you.

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You can connect with the podcast guest Shynu George here:

https://www.linkedin.com/in/shynu/

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You can connect with the host Vidhi Jangid here:

https://www.linkedin.com/in/vidhi-jangid-127628215/

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About Voices of B2B Marketing

Voices of B2B Marketing is a podcast published by Skalegrow with the aim of gathering real stories and practical experiences from some of the top B2B marketing minds in the world. It is part of a larger initiative that brings together multiple initiatives including the podcast, a B2B marketing community, a couple of article series, events, and much more. Check out the Voices website given below to learn more:

voices.skalegrow.com

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About Skalegrow:

Skalegrow is a B2B marketing agency that helps companies in the IT, tech, SaaS, robotics, and embedded systems industries grow with marketing. Our services include content marketing, SEO, video marketing, LinkedIn marketing, graphic design, email marketing, performance marketing, and website management. Checkout Skalegrow's website:

https://skalegrow.com/

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Follow Skalegrow's LinkedIn page for more insights on various B2B marketing topics:

https://www.linkedin.com/company/skalegrow/

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Follow the Voices of B2B Marketing LinkedIn page to know everything happening around it:

https://www.linkedin.com/company/voices-of-b2b-marketing/

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Voices of B2B Marketing Community:

https://nas.io/voices-of-b2b-marketing

#marketing #b2bmarketing #analystrelations #b2bmarketingstrategy

In this episode of Voices of B2B Marketing, host Vidhi Jangid (Content and Social Media Strategist at Skalegrow) discusses the often misunderstood topic of marketing and sales alignment with marketing leader Santiago (Head of Marketing, DiUS). The conversation moves beyond common buzzwords to explore what true alignment looks like and how it can create measurable business impact.

Santiago draws on his experience across ANZ, APJ, and global markets to explain how alignment strategies differ across regions and team structures. He highlights the importance of flexibility, shared accountability, and strong communication, and explains how marketing can evolve into a strategic revenue partner by focusing on ROI, intent data, pipeline performance, and sales insights.

Overall, the episode offers practical insights for teams looking to improve collaboration and drive stronger business results.

About Voices of B2B Marketing

Voices of B2B Marketing is a platform created by Skalegrow (a new-age B2B marketing agency based in India) for B2B marketers to come together, network, learn, and help each other grow.

The platform includes the podcast, a community of 500+ B2B marketers, events, 2 article series, and much more. Check out the Voices of B2B Marketing website given below to learn more about the platform:

https://voices.skalegrow.com/

You can also follow our content on our LinkedIn and YouTube channels:

https://www.linkedin.com/company/voices-of-b2b-marketing/

https://www.youtube.com/@Skalegrow

About Skalegrow

Skalegrow is a B2B marketing agency that helps companies in the IT, tech, SaaS, robotics, and embedded systems industries grow with marketing. Our services include content marketing, SEO, email marketing, video marketing, graphic design, website management, performance marketing, and LinkedIn marketing. Our vision is to transform marketing into a business-critical function in B2B companies by making marketing the main growth lever for our clients.

To know more about our services and capabilities, please visit our website:

https://skalegrow.com/

The debut episode of Voices of B2B Marketing by Skalegrow features host Vidhi (Content and Social Media Strategist, Skalegrow) in conversation with Pradyut Hande, Associate Director of Product Marketing at Growfin.

Pradyut shares how product marketing has evolved from a support role to a strategic growth driver influencing revenue, adoption, and expansion. He discusses the importance of customer-centric messaging, experimentation, and adapting go-to-market strategies to regional nuances.

The episode also explores AI’s growing impact, expanding product marketing KPIs, and the skills future marketers need, including curiosity, adaptability, and the ability to translate complex technology into clear customer value.

About Voices of B2B Marketing

Voices of B2B Marketing is a platform created by Skalegrow (a new-age B2B marketing agency based in India) for B2B marketers to come together, network, learn, and help each other grow.

The platform includes the podcast, a community of 500+ B2B marketers, events, 2 article series, and much more. Check out the Voices of B2B Marketing website given below to learn more about the platform:

https://voices.skalegrow.com/

You can also follow our content on our LinkedIn and YouTube channels:

https://www.linkedin.com/company/voices-of-b2b-marketing/

https://www.youtube.com/@Skalegrow

About Skalegrow

Skalegrow is a B2B marketing agency that helps companies in the IT, tech, SaaS, robotics, and embedded systems industries grow with marketing. Our services include content marketing, SEO, email marketing, video marketing, graphic design, website management, performance marketing, and LinkedIn marketing. Our vision is to transform marketing into a business-critical function in B2B companies by making marketing the main growth lever for our clients.

To know more about our services and capabilities, please visit our website:

https://skalegrow.com/