New Delhi, Feb. 13 -- "Say it with respect for the audience and say it in a context that the audience can understand" - legendary advertising icon Piyush Pandey used to say to underscore the importance of audience connection. The essence of this idea is highlighted in marketing veteran Rajesh Kumar's book, Decoding B2B Marketing, which is a visual-first guide aimed at helping companies navigate complex sales cycles and demonstrate marketing return on investment. The publication's foreword was written by none other than Piyush Pandey.

In his foreword, the last one he wrote for a book, the late Piyush Pandey, the acclaimed Adman, said: "The book has been written for people to savour, enjoy, learn, and teach the art of B2B. I believe that B...