The Fide Podcast
Selling consulting is tough—especially right now. How do you position yourself so you’re the one your client calls for help? On The Fide Podcast, we call on industry experts to give you actionable insights to help you show up differently—and sell more business.
The Fide Podcast
The Importance of Knowing Your Customer with Prateek Mathur
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
In this episode of The Fide Podcast, Dan Beresh speaks with Prateek Mathur, Head of Marketing for SAP SuccessFactors in Asia-Pacific, about how enterprise B2B marketing is evolving as the traditional marketing funnel breaks down.
They discuss how marketers can win the top-of-funnel battle, understand their customers more deeply, and navigate increasingly complex buying committees. The conversation also explores account-based marketing (ABM), the balance between brand building and events, and how to measure marketing efficiency across the funnel.
Along the way, they unpack how AI messaging, customer research, and trust-building are shaping the future of enterprise go-to-market strategy.