Oxper Martech Founder and CEO Neeraj Khanna on the Current State of B2B Marketing

New Delhi (India): B2B marketing leaders have been jolted awake to a new reality. They’ve noticed how instant access to information alters the modern B2B buying cycle. Instead of being passive recipients of one-way communication, B2B customers are now in control, empowered and well-armed with information.

Today, we speak with Mr. Neeraj Khanna, founder and CEO of Oxper Martech, who believes that instead of making key accounts unwilling recipients of untargeted, untailored “broadcast” marketing, B2B marketers should take a hyper-personalized approach to win over key accounts.

Here’s what he has to say about it:

1.So there’s been a lot of talk about how modern B2B digital marketing is dead. Do you think that’s true? What are your thoughts?

Interruptive is no longer effective, attention spans have shrunk dramatically, and’spray and pray’ is a sure recipe for disaster. Let me ask you a question: When was the last time you didn’t click the’skip’ button on YouTube when you had the option? Are the first eight pages of ads in a newspaper more interesting than the news, or have emails from credit card companies ever piqued your interest?

Account-based marketing with highly resonating communications, snackable content, and behavioural targeting has replaced’spray and pray’. In addition, the adaptation of modern martech is a game changer.

2. You were assisting leading organisations in the United States with B2B marketing through the use of technology stacks. Why did you decide to return to India and start your own services agency?

Coming from an era of digital marketing where everything was on dial-up, I have vast experience with how things evolved, from a small astrologer to a large conglomerate. In 2017, I realised that B2B marketing needed a paradigm shift in the way it was executed, which prompted me to launch my own production company, Oxper. An attempted failure to build a proprietary B2B marketing stack yielded immense insights, as well as a strong sense of a huge opportunity in the B2B marketing space, and landed me back in India.

3. So, as you mentioned, Oxper was founded as a product company. What prompted you to abandon the agency model in favour of a service-oriented organisation?

The reason for Oxper’s expansion into a B2B marketing services agency is twofold. To begin with, as previously stated, the adoption of DIY tech stacks in India is very low. Second, after dedicating a year of my time, energy, and resources to developing my own product, I realised that my skills are best suited to assisting B2B businesses with their marketing initiatives. So, in 2020, I formally re-incubated Oxper as a services agency.

4.What does the name “Oxper” mean to you, and how did you come up with it?

The term ‘Oxper’ arose from a phrase—Orchestrating Experiences. While acknowledging the customer journey, our methodology seeks to instil a message in prospects at a subconscious level. The basic premise of our approach is neuromarketing, which has been around for a long time. While content consumption is at an all-time high, AI-powered stacks orchestrate content to take a prospective customer from the moment of consideration to the moment of purchase.

5.That’s intriguing. Can you tell me about your B2B marketing firm’s unique selling points?

We distinguish ourselves by leveraging technology to create efficiencies in the execution process. Acknowledging the changes in human behaviour, along with understanding the ever-evolving B2B marketing landscape, we precisely target each account in an ABM play with highly-resonating, ‘snackable content’.

6.How has your experience with Oxper been thus far, and who are some of the notable clients you’ve worked with in the last two years?

When we first began operations, we were met with curious but resistant clients who clung to age-old B2B marketing conventions. Today, as we work with clients such as Airtel, Mahindra, John Deere, ECU Worldwide, Ion Exchange, and others, we are proud to have delivered exceptional results that could be considered a masterclass in modern B2B marketing.

Finally, Mr. Khanna revealed that he has major expansion plans in the works. “This is just the beginning for our agency,” he said as he walked away. We recently established a headquarters in Dubai and are looking forward to expanding our operations in Europe and the United States.”

To learn more about Oxper, India’s pioneering agency that provides a full suite of B2B marketing services, go to https://www.oxper.in/.