Stop Personalizing B2B Marketing | Avinash Deepak (Ex Airtel SVP of Sales & GTM)

Meet Avinash Deepak, a business builder and growth strategist with over 30 years of B2B leadership experience.

From managing $200M+ in enterprise business to transforming Airtel from a traditional telecom provider into a technology-focused B2B solutions company, Avinash has been on the receiving end of countless marketing campaigns—and knows exactly what works and what doesn't.

In this episode of The Marketing Couch, Avinash shares hard-hitting insights from three decades of enterprise sales, revealing why most B2B marketing efforts fail and what actually drives buyers to say yes.

What you'll learn

🔸 The "Monday Morning Test" that 90% of product launches fail—and the 4-filter framework to pass it

🔸 Why personalization doesn't work in B2B marketing and transparency is what enterprise buyers actually want

🔸 How to transform technical features into business outcomes that drive revenue (with real examples)

🔸 The 5 P's customer experience framework that creates predictive and proactive service delivery

🔸 Why most B2B partnerships fail and the asymmetric strength principle for lasting alliances

🔸 The MAP leadership model (Mastery, Autonomy, Purpose) for building high-performing teams

🔸 How to position yourself as a transformation partner, not just a service provider

🔸 The customer advisory board strategy that turns clients into co-creators and advocates

🔸 Why "land and expand" strategy requires strategic entry points in enterprise accounts

🔸 How AI is enabling hyper-personalization with time and context in B2B marketing

Where to find Avinash Deepak

• LinkedIn: https://www.linkedin.com/in/avinash-deepak/

Where to find Jaydip Sikdar

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

• X: https://x.com/jaydipsikdar

Timestamps

00:00 Introduction

03:17 The Role of Marketing in Product Launches

08:07 Transforming Customer Engagement through Collaboration

13:13 Positioning as a Transformation Partner in B2B

18:14 Building Strategic Partnerships for Growth

23:10 Translating Features into Business Benefits

31:05 The Importance of Customer Experience

33:59 Building High-Performing Teams

39:39 Navigating Challenges in the Enterprise Landscape

45:34 The Role of Marketing in B2B

52:43 The Future of B2B Marketing

Key takeaways

1. Transparency beats personalization: Enterprise buyers want clarity about processes, outcomes, and risks—not customized messaging.

2. Marketing must own product qualification: Use the 4-filter test (easy to buy, sell, serve, exit) before any launch.

3. Feature-to-outcome translation: Position the same feature differently for CTO (scalability), CFO (ROI), and CMO (customer experience).

4. Customer advisory boards drive innovation: Co-create with representative customers to ensure market fit and adoption.

5. Strategic partnerships need a clear purpose: Define whether you're partnering for reach, technology, brand value, or lead generation.

6. Enterprise entry strategy matters: How you land determines your 3-year growth trajectory in the account.

7. Revenue ownership for marketing: B2B marketers must evolve from support functions to revenue owners with concrete goals.

For inquiries about appearing on the podcast, contact [e-mail].

The Marketing Couch brings you conversations with B2B marketing leaders, sales professionals, and entrepreneurs who share practical insights on building brands, driving growth, and scaling companies in the enterprise market.

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