20 Years of B2B Marketing: What Actually Works in 2025 | Anshul Kaushesh | Ep 10

Meet Anshul Kaushesh, CMO and Head of Global Marketing at Ness Digital Engineering, who has spent 20 years leading B2B marketing across enterprise giants like IBM, Dell, and Tata Communications. From leading global product marketing at Tata Communications to now driving strategic account growth at Ness, Anshul brings a unique perspective on what actually moves the needle in enterprise marketing.

In this episode of The Marketing Couch, Anshul shares the real nuggets behind building marketing functions that sales teams actually love—and why most marketers get cross-functional alignment completely wrong.

What you'll learn
🔸 The "marketing beyond campaigns" framework: Why the best marketers own customer experience, not just lead generation
🔸 How to build cross-functional alignment from day one (without surprises that kill trust)
🔸 The product marketing repositioning playbook: From collateral creator to revenue driver
🔸 Why many ABM programs fail after 18 months, and the intel-driven approach that works
🔸 Brand building vs demand generation: Why they're not separate budgets (and how to prove it)
🔸 The martech stack reality check: Why context beats tools every time
🔸 Hiring the right marketing talent: Look beyond the resume for these three fundamentals
🔸 From academia to enterprise marketing: The unconventional career journey that shaped a strategic mindset
🔸 Why transparency and data win more boardroom battles than perfect presentations

Where to find Anshul Kaushesh
LinkedIn:   / anshulkaushesh  

Where to find Jaydip Sikdar
• LinkedIn:   / jaydipsikdar  
• X: https://x.com/jaydipsikdar

Timestamps
00:00 Introduction
02:21 Meet Anshul
05:58 The Role of Data in Marketing Strategy
08:57 The Importance of Brand Building
12:08 Product Marketing as a Strategic Function
15:00 Account-Based Marketing: A Long-Term Strategy
18:12 Nurturing Customer Relationships Post-Purchase
36:18 The Importance of Customer Experience in Marketing
39:43 Balancing Short-Term and Long-Term Marketing Strategies
40:44 Branding: Targeted vs. Mass Market Approaches
43:03 Thought Leadership as a Key Marketing Vehicle
45:38 Integrating Brand Building with Demand Generation
48:21 The Role of AI in Modern Marketing
51:36 Team Structure and Hiring in Marketing
54:55 Leadership in a Hybrid Work Environment
57:24 Career Journey: Academia to Corporate Marketing
01:01:45 Continuous Learning and Personal Development

Referenced
• IBM: https://www.ibm.com/
• Ness Digital Engineering: https://www.ness.com/
• Customer Advisory Boards: https://offers.hubspot.com/customer-a...
• HubSpot: https://www.hubspot.com/
• Salesforce: https://www.salesforce.com/
• Gartner Magic Quadrant: https://www.gartner.com/en/research/m...

About The Marketing Couch
The Marketing Couch brings you real conversations with B2B marketing leaders, sales leaders, product leaders, customer success leaders, and founders who share what actually works beyond the theory. From startup growth to enterprise scale, discover the strategies, frameworks, and mindsets that drive measurable business impact.

For inquiries about the podcast, contact [email protected].

This Marketing video is part of 'The Marketing Couch' podcast series. Subscribe if you are a B2B Marketer, want to grow your career in B2B marketing, B2B Sales, Product Marketing, Startup Marketing, AI Marketing, or you want to keep track of the latest trends in B2B Marketing, or you are a startup founder and figuring out where and how to start marketing.

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