The B2B marketing landscape in India is undergoing rapid transformation, driven by digital innovation, the adoption of emerging technologies, and a focus on personalized customer service. Industry leaders are pinpointing critical trends, reshaping strategies, and paving the way for the future of B2B marketing.
According to a study by SiriusDecisions, 92% of B2B marketers regard account-based marketing (ABM) as a vital strategy, with 60% reporting enhanced engagement from their ABM initiatives. “ABM is gaining significant traction, particularly among large Indian corporations and IT services companies targeting global clients,” said Hariom Seth, founder of Tagglabs, in an interview with BrandWagon Online. With India’s digital transformation accelerating, there is a heightened emphasis on delivering personalized customer experiences. Many Indian B2B companies are investing in CRM systems and data analytics to understand their diverse customer base better. Research by Aberdeen Group shows that 88% of companies see measurable business outcomes from personalization improvements, with 63% reporting higher conversion rates, 61% noting an enhanced overall customer experience, and 57% observing increased visitor engagement.
The importance of mobile-first strategies and content marketing in regional languages is also noteworthy, especially considering India’s linguistic diversity. WhatsApp continues to be a dominant platform for business communication in India, while social selling on LinkedIn is gaining increasing traction, Seth added.
AI and Machine Learning: A Growing Influence
Emerging technologies such as AI and machine learning are increasingly important in B2B marketing. According to Salesforce, 51% of B2B marketers utilize AI to enhance their marketing efforts, with 58% reporting improvements in targeting and personalization. “AI and machine learning are revolutionizing B2B marketing by enabling more precise audience segmentation and tailored campaigns,” said Saif Ahmad Khan, founder of LEDSAK. He noted that large IT services firms are at the forefront, using AI for predictive lead scoring and personalized marketing. Chatbots and AI-driven analytics are becoming integral in the B2B marketing toolkit, helping marketers gain deeper insights into customer behavior and optimize campaigns. “AI-powered solutions are making marketing messages more impactful and improving ROI through programmatic advertising,” Khan added.
Effective Lead Generation Strategies
Generating high-quality leads requires a multifaceted approach. “Gated assets such as whitepapers, eBooks, and case studies effectively attract engaged prospects. Webinars and virtual events provide real-time engagement opportunities and demonstrate expertise, while LinkedIn remains a key platform for B2B lead generation,” said Khan. According to HubSpot, 61% of B2B marketers rank LinkedIn as their top channel for lead generation. Building consistent, authentic engagement is crucial for generating high-quality leads as decision-makers seek companies offering valuable content and flexible solutions. “Leveraging existing client relationships for referrals is becoming more critical as well,” said Arunima Singh, COO of Asymmetric.
