What is behind the re-awakening of B2B PR and communications - and why did it go to sleep in the first place?

Thank you for joining us today! Our guest is Kunal Mehta. He is here to discuss how changes in B2B communications are fundamentally changing how businesses connect with their customers. 

Kunal is the global head of marketing, communication, and brand at DSM-Firmenich, a leading company in nutrition, health and beauty.

With over two decades of experience navigating the marketing world, from iconic B2C brands like KitKat and Britannia to the complex B2B landscape, he has a unique perspective on what truly works. He is a self-described "collector of experiences" who is known for his passion for storytelling and his strategic, data-driven approach.

Today, he will share his insights on the evolving nature of B2B communications, covering everything from the importance of emotional resonance in a corporate context to the power of a finely tuned marketing stack.

Kunal leads marketing for animal health and nutrition at DSM-Firmenich which is a business with a 12bn Euros turnover operating in over 100 countries.

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Here's a summary of what Kunal and PRmoment founder Ben Smith discussed:

Did B2B marketers and B2B communicators go down a lead generation rabbit hole for about 10 years?

Why did lead gen become the priority for many B2B marketers and why did they seem to forget the importance of brand?

Kunal spent 8 years at Nestle in consumer markets. He discusses the differences in how B2C and B2B organisations prioritise marketing and brand?

Why has B2B marketing now reawakened? What has changed?

In B2B markets, comms often reports into marketing, whereas in consumer markets it’s more likely comms is a separate division to marketing. Why is that?

What does a modern lead gen sales pipeline look like in a multi channel multi decision maker scenario? In an organisation like DSM where you have hundreds of products, is product marketing even possible?

The B2B customer journey for a company like DSM-Firmenich is often long and complex, spanning multiple touchpoints, from digital to in-person. How do you ensure a consistent and effective communication strategy across a varied value chain?

What does a global head of marketing like Kunal want from his PR firm?

What capabilities does DSM-Firmenich retain in its in-house marketing and communication team and when does it use agency support?

As someone with a global role, how does Kunal balance the need for a cohesive brand narrative with the necessity for content that is hyper-relevant to a specific region or market?

Kunal manages teams and initiatives across numerous geographies and product lines. What are the key building blocks for a successful marketing team structure?