20 Years of B2B Marketing: What Actually Works in 2025 | Anshul Kaushesh, CMO of Ness Digital Engineering

Meet Anshul Kaushesh, 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: https://www.linkedin.com/in/anshulkaushesh/

Where to find Jaydip Sikdar

• LinkedIn: https://www.linkedin.com/in/jaydipsikdar/

• X: https://x.com/jaydipsikdar

Timestamps

00:00 Introduction

00:38 Cross-Functional Collaboration in Marketing

03:49 The Role of Data in Marketing Strategy

06:47 The Importance of Brand Building

09:58 Product Marketing as a Strategic Function

12:50 Account-Based Marketing: A Long-Term Strategy

16:02 Nurturing Customer Relationships Post-Purchase

34:09 The Importance of Customer Experience in Marketing

37:33 Balancing Short-Term and Long-Term Marketing Strategies

38:34 Branding: Targeted vs. Mass Market Approaches

40:53 Thought Leadership as a Key Marketing Vehicle

43:28 Integrating Brand Building with Demand Generation

46:11 The Role of AI in Modern Marketing

49:27 Team Structure and Hiring in Marketing

52:45 Leadership in a Hybrid Work Environment

55:15 Career Journey: Academia to Corporate Marketing

59:35 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-advisory-board

• HubSpot: https://www.hubspot.com/

• Salesforce: https://www.salesforce.com/

• Gartner Magic Quadrant: https://www.gartner.com/en/research/magic-quadrant

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 [e-mail].

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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