Why I’m Starting ‘The B2B Mindset’

I’ve spent a good part of my career in marketing — across both B2C and B2B contexts.

Consumer marketing is the glamour end of marketing. It has scale, the marketing impact is quick, and the aura of visibility very high. In comparison, B2B marketing, despite all recent advances, is the hard-working, low profile sibling. Obviously, both types of marketing have their own clusters of specialities and cross-over from one to the other is a path laced with sharp nuances. 

A seasoned marketer from a consumer background walks into a B2B environment — sharp, experienced, capable — but the instincts don’t quite translate. The consumer lens often assumes quick conversion paths, emotional storytelling, and wide media bursts. However, B2B is played on a different pitch.

It’s not about just creating demand. It’s about navigating complexity. About aligning with sales, not just getting ahead of it. About driving relevance and trust across a long, sometimes invisible, decision journey.

It needs a marketer who can zoom out and understand the whole buying committee, not just the individual.

And it’s a game that doesn’t get enough love. That’s why I’m starting something new.

The B2B Mindset.

It’s not a company. It’s not a course. It’s a space I’m creating to explore what it really takes to market effectively to businesses today.

It begins as a newsletter. And over time, I am hoping it will grow into blog posts, podcasts, and meetups.

At its heart, The B2B Mindset is a home for:

• Ideas that stretch the way we think about enterprise marketing
• Insights that come from experience — wins and stumbles alike
• Inspirations that remind us why smart, strategic B2B marketing matters

It’s a place to bring together:

• Real-world lessons from the trenches of B2B marketing
• Frameworks that work (and some that don’t)
• Sharp takes from marketers who’ve made the B2B leap

No jargon. No theory for theory’s sake. Just the real stuff — grounded, useful, usable ideas and hopefully, thought-provoking.

If you’re someone building a better, bolder B2B brand, running a growth engine, aligning with sales, shaping GTM, or just curious about the craft — this is for you.

Welcome to The B2B Mindset. Let’s make B2B marketing better.

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