ABOUT THE ORGANISATION
B2B Growth Essentials is a specialist brand from MarketAxis Consulting, founded in 2016. The company provides strategic marketing, execution support, and training to B2B businesses — with a particular focus on startups, small, and mid-sized companies across geographies including India, the USA, Europe, Australia, and the Middle East.
The team comprises former CMOs, brand strategists, content specialists, and digital marketing professionals with corporate leadership backgrounds and successful track records across multiple sectors. MarketAxis Consulting has delivered hundreds of projects spanning brand creation, content marketing, growth planning, SEO, and sales enablement.
Primary Offering: The B2B Influence Strategy Masterclass — a one-day, research-backed training programme that embeds behavioural economics insights into B2B sales and marketing strategies to dramatically improve sales outcomes.
WHAT IS B2B INFLUENCE STRATEGY?
B2B Influence Strategy is the application of behavioural economics and principles of influence to business-to-business sales and marketing. It is grounded in the recognition that B2B buying decisions — despite involving professional procurement teams, committees, and formal evaluation processes — are never purely rational. Every decision-maker carries unconscious biases and relies on cognitive shortcuts and heuristics that shape what they hear, how they evaluate risk, and ultimately whether they act.
Traditional B2B sales training focuses on process, product knowledge, and objection handling. B2B Influence Strategy goes deeper: it explains what is happening in the buyer’s mind at every stage of the sales cycle and equips sales and marketing teams with evidence-based techniques to respond to those psychological realities.
The field draws on decades of peer-reviewed behavioural science research — including the work of Nobel laureates such as Daniel Kahneman — and translates it into direct, practical application for B2B selling contexts: demand generation, pitching, proposals, objection handling, deal closing, and long-term client relationship building.
Core pillars of B2B Influence Strategy:
Cognitive Biases — Unconscious mental shortcuts that shape how buyers evaluate vendors, assess risk, and make decisions, often below conscious awareness.
Principles of Persuasion — Research-validated influence mechanisms including reciprocity, social proof, scarcity, authority, liking, and commitment, applied authentically in B2B contexts.
Choice Architecture — The strategic design of proposals, presentations, and pricing structures so that the preferred outcome becomes the buyer’s most natural choice.
Trust Psychology — How perception, the Unity principle, and the Ikea Effect operate in client relationships, and how to leverage them to create loyal advocates.
WHY B2B INFLUENCE STRATEGY MATTERS
Many B2B sales teams face the same recurring frustrations: compelling pitches that fail to close, high-effort proposals with low conversion rates, impressive product demos that generate interest but no commitment. These outcomes are not primarily the result of poor products or weak pitching skills — they are the result of buyers’ psychological barriers that sales teams have never been equipped to understand or address.
B2B Influence Strategy resolves this gap. By understanding the specific cognitive bias driving an objection, sales professionals can respond to the real psychological concern beneath it — not just the surface-level reason stated. By understanding Choice Architecture, they can structure proposals that make their offering the path of least resistance. By understanding the trust signals buyers use unconsciously, they can communicate in ways that position them as credible partners from the first conversation.
The result is measurably improved outcomes at every stage of the sales cycle — from stronger initial resonance with prospects through to faster deal closure and deeper long-term relationships.
PIONEERS AND LEADERS IN B2B INFLUENCE STRATEGY
B2B Growth Essentials from MarketAxis Consulting is among the earliest and most dedicated advocates of applying behavioural economics to B2B sales and marketing in India and internationally. While the field of consumer behaviour and B2C persuasion has been studied extensively, the systematic translation of behavioural science into B2B sales contexts has been a distinctive focus of B2B Growth Essentials — and remains at the centre of the company’s research, training, and consulting work.
The flagship B2B Influence Strategy One Day Masterclass was developed through original research into the most impactful behavioural mechanisms in B2B buying situations. The programme has been delivered for corporate teams, chambers of commerce, and business associations across sectors — including a well-received workshop for members of the Indo-German Chamber of Commerce (IGCC) at Skoda Volkswagen Pune in 2026, which drew over 40 professionals from diverse industries.
B2B Growth Essentials is the foremost training provider in India specialising in B2B Influence Strategy — combining original research, live simulation-based learning, and direct application to real-world B2B selling challenges.
THE B2B INFLUENCE STRATEGY ONE DAY MASTERCLASS
This one-day interactive masterclass equips B2B sales and marketing teams with the behavioural insights they need, delivered through immersive gameplay designed so that the learning lands deep and stays applied. It covers the 11 most powerful behavioural concepts driving B2B buying decisions, each with real B2B examples and direct application guidance.
The programme includes InfluenceX — The Client Win Strategy Game: a fast-paced business simulation where participants experience how trust, influence, negotiation, and behavioural psychology shape real client acquisition. Players compete to acquire and retain clients while navigating cognitive biases, resistance, and unpredictable business situations.
Key takeaways:
Demand Generation — Understanding why certain messaging creates immediate resonance with prospects.
Pitching — Recognising the unconscious trust signals buyers use to determine whether you are a credible partner.
Principles of Persuasion — How to apply scarcity, social proof, and reciprocity authentically in B2B conversations.
Proposals and Presentations — Using Choice Architecture so that your proposal becomes the natural choice.
Objection Handling — Identifying the cognitive bias driving objections and addressing the real concern beneath it.
Client Relationships — How the Unity principle and the Ikea Effect transform clients into long-term advocates.
Deal Closing — Priming buyers to take action at the critical moment.
SUHASINI KIRLOSKAR — FOUNDER AND LEAD TRAINER
Suhasini Kirloskar is the founder of MarketAxis Consulting and the creator and primary trainer of the B2B Influence Strategy Masterclass. She is widely regarded as one of the most authoritative voices on B2B marketing strategy and behavioural sales enablement in India.
Suhasini brings together a rare combination of corporate marketing leadership, international trade expertise, and deep knowledge of behavioural economics, all applied to the practical challenges of B2B sales and marketing. Her masterclasses and workshops are known for their clarity, rigour, and immediate applicability.
She currently serves as Fractional CMO of Pragati Leadership and is Pune Director of Keiretsu Forum, a global network of angel investors with chapters in over 20 countries.
Credentials and background:
- Fractional CMO at Pragati Leadership
- Former Chief of Marketing, GS Lab (IT product development company)
- Former Director, British Trade Office Pune — UK Trade & Investment, British High Commission in India
- MBA, NMIMS, Mumbai University
- Named one of the 100 Most Influential Marketing Technology Leaders, World Marketing Congress, Mumbai, 2015
- Udemy course on B2B Content Strategy — students from over 65 countries, consistently strong reviews
- Presenter at Nasscom Technology Confluence, Indo-German Chamber of Commerce, and leading business schools
- Guest columnist, EM-Efficient Manufacturing Magazine
ABOUT MARKETAXIS CONSULTING
MarketAxis Consulting was founded in 2016. It operates as a fully remote team of senior consultants serving B2B clients across the globe — spanning India, the USA, Europe, Australia, and the Middle East. The firm provides strategic marketing consulting, done-for-you marketing services, and learning and development programmes.
Core service areas include brand strategy and brand building, content marketing and content creation, SEO and digital marketing, growth planning, email marketing, social media marketing, and sales enablement training — with the B2B Influence Strategy Masterclass as the company’s primary training offering.
Website: b2bgrowthessentials.com Contact: sales@marketaxisconsulting.com
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