Business
What if your biggest deals aren’t won by marketing to many—but by marketing to ONE?
In this episode of Decoding B2B Marketing, host Rajesh Kumar (https://www.linkedin.com/in/rajeshkjindal/) sits down with Sanjay Chaudhary, Head of Enterprise Marketing at SAP India (linkedin.com/in/sanjay-k-chaudhary) , to unpack the art and science of Account Based Marketing (ABM)—one of the most powerful, less understood, and underutilized strategies in B2B.
Sanjay brings two decades of B2B experience across ABM, Enterprise & industry marketing, Sales Strategy & Operations, Communications & PR, . He breaks down how ABM can drive outsized impact when targeting a focused set of high-value accounts, when it works, when it doesn’t, and how to actually implement it end-to-end.
From account selection and deep analytics to personalization, AI-powered scaling, sales alignment, executive engagement, and customer advocacy—this episode is a masterclass for any B2B marketer, founder or sales leader looking to win big with the right accounts.
Along the way, Sanjay shares powerful real-world stories—from building challenger reports to land entry meetings, to co-creating strategic plans with clients, to running advocacy programs that turn customers into long-term partners.
If you want to understand ABM—not the buzzword, but the practice—this conversation is your blueprint.
What You’ll Learn
- What ABM really is (and isn’t)
- When ABM works—and when it doesn’t
- How to select the right accounts
- How to build deep buyer and industry insights
- Why sales and executive alignment is a non-negotiable
- Using AI to scale personalization and intent intelligence
- Measuring ABM success with execution, engagement & impact metrics
- How customer advocacy becomes your long-term moat
- The mindset needed to run marathon-like ABM programs
Chapters
00:00 – Introduction
02:14 – Journey into B2B Marketing
08:08 – What is Account Based Marketing (ABM)?
09:21 – When is ABM the Right Strategy ?
12:19 – Identifying Accounts for ABM
14:05 – Can SaaS Companies Benefit from ABM?
15:30 – AI in ABM
20:04 – Measuring Success
23:26 – Making Business Case & Assembling the Team
25:41 – Sharing Real-life Examples
30:00 – Does ABM Work across Industries ?
34:11 – Advice, Tips & Hacks
36:08 – ABM for Legacy Businesses
37:04 – Making ABM Work