From Whitepapers to Reels : Why are B2B brand now big on collabs & creators

Meanwhile, Dinesh Gulati, COO, IndiaMART InterMESH, pointed out that a person does not fundamentally change when making a B2B or B2C decision. That’s why B2B campaigns must speak to both the left and right brains. “The key is to never treat storytelling or entertainment as superficial, but as a powerful way to connect with real customer insights and create that ‘aha’ moment of relatability.

IndiaMART is also betting big on creators. Gulati highlighted, “One of our key focus areas now is leveraging creators to reach relevant B2B communities. Through our creator programmes, we’re already working with over 10,000 creators, and their content is consistently delivering strong ROI and outcomes.”

Gulati emphasized that platform choice must follow campaign goals – awareness, consideration, or conversion, with Meta suited for snackable content and YouTube for attentive audiences and higher recall.

Online Coverage : Exchange4media