Simple Things Marketing

Slowly but surely, marketers in Nepal, who market and sell into businesses (B2B), are realizing that marketing to consumers and marketing to businesses are not the same. Selling into businesses has a lot of moving parts, takes longer, and there are more than one or two people involved in the decision-making process.

What works for a consumer impulse buy simply does not apply to a decision where  multiple stakeholders, longer cycles, and complex value propositions are involved.

In Nepal’s growing B2B ecosystem, the mindset toward marketing is shifting — albeit slowly. Historically, B2B companies here have invested relatively little in marketing and leaned  heavily on traditional sales efforts. These  companies often jump straight into sales conversations without preceding those with considered marketing actions.

But as global B2B marketing practices evolve, and as Nepal’s companies seek to expand beyond borders, homegrown  marketers are beginning to recognize that effective marketing is not a luxury — it is a strategic necessity.

Here, we will explore 10 key insights that explain what is happening today, what is trending globally, the barriers and drivers, and what we can expect in Nepal’s B2B marketing journey ahead.

1. Marketing Is Not a Cost, It’s an Investment

At the heart of Nepal’s slow adoption of marketing in B2B is a mindset issue. Many business leaders here think primarily in terms of sales: “Let’s get to revenue today.” But what global practice demonstrates time and again is that marketing lays the foundation for sales. Great marketing builds brand awareness, generates meaningful engagement, supports sales, and enables a more predictable pipeline.

Here in Nepal, even B2B companies that are technically capable  often hesitate to budget for marketing because they cannot justify the spend  internally. It is not about the ability to spend. Many can afford to invest a few thousand dollars each month. It is about the willingness to see marketing as strategic rather than discretionary. This is changing, but mindset remains the biggest barrier.

2. Brand Building Matters Even in B2B

Many Nepali companies still treat B2B marketing as a purely functional exercise: brochures, cold calls, and a website. However, global research shows that brand matters profoundly in B2B. Strong brands are more likely to be considered early and preferred at shortlist. Studies show that brand awareness and consideration can swing purchase decisions, almost like how recognition influences consumer choices  primarily because buyers tend to pick vendors they know and trust.

Moreover, research done by a leading Australian B2B marketing agency  Green Hat indicates that in B2B buying journeys, “being contacted first” and having top-of-mind awareness significantly increases the likelihood of winning the deal. For Nepal-based businesses targeting  foreign markets, brand building isn’t a “nice to have” — it is a competitive edge.

3. Attribution in B2B Is Evolving

Among many firms here, tracking marketing performance is rudimentary: “How many leads did we generate?” But among the more mature B2B teams globally, the focus has shifted to attribution and outcome metrics that link marketing efforts to actual business value. Traditionally, metrics were limited to MQLs (Marketing Qualified Leads) and SQLs (Sales Qualified Leads). But modern B2B marketers use revenue-centric metrics such as pipeline-influenced, deals won, and lifetime value of customers to evaluate marketing’s effectiveness.

For Nepal’s marketers, adopting these measurement frameworks provides better insight into what works, what does not, and how marketing contributes to revenue. Without this, marketing remains a black box that leaders  find difficult to justify.

4. LTV Is the New King

For years, the B2B playbook revolved around the marketing funnel: generate leads, convert them to MQLs, then to SQLs, and eventually to customers. Nowadays, many organizations are questioning this approach because it over-emphasizes volume instead of value. The new focus is on Lifetime Value (LTV), the total net value a customer brings over the duration of the relationship.

LTV prioritizes  quality over quantity. Instead of chasing leads, modern B2B marketers ask: “How do we attract, nurture, and retain customers whose long-term value justifies the investment?” A high-LTV customer delivered through effective marketing and sales alignment often results in higher growth than a one-off  sale from a cheap, generic lead.

In Nepal, where markets are smaller and relationships matter deeply, thinking in terms of LTV can be transformative. It shifts focus from short-term wins to long-term partnerships.

5. ‘Fractional Leadership’ Bringing High Value Skills For The Small Ones

One of the emerging trends in global B2B marketing is fractional leadership: hiring experienced marketing leaders on a part-time, flexible basis instead of the traditional full-time CMO role. Many startups and mid-sized companies around the world leverage Fractional  CMOs or Revenue Officers who bring strategic expertise without the cost of a full-time executive.

This model fits well with Nepal’s market reality. Many companies cannot justify a full-time CMO salary but desperately need strategic marketing leadership. Fractional  leaders  can help set strategy, mentor in-house teams, and drive execution and more without the long-term commitment.

Just like Pathao or inDrive apps give access to vehicles on demand, fractional leadership gives businesses access to senior marketing expertise on demand.

6. Sales and Marketing Alignment Is Non-Negotiable

Globally, one constant in B2B marketing success is tight alignment between sales and marketing. Too often in Nepal, marketing operates in isolation, and sales teams view marketing as a support function rather than a strategic partner. World-class B2B organizations align these two functions around shared revenue goals, shared metrics, and shared processes. Marketing drives qualified interest, nurtures engagement, and equips sales with the tools to close deals faster. Together, they create a seamless customer experience from awareness all the way to decision.

When sales and marketing are misaligned, opportunities slip through the cracks, prospects hear mixed messages, and the organization loses credibility.

7. Educating Buyers Matters

In B2B buying journeys, especially the long cycles common outside Nepal, buyers educate themselves extensively before engaging a sales representative. Research shows that buyers often  interact with content long before they make contact.

Companies that produce valuable, educational content ranging from insights and case studies to interactive tools and videos position themselves as trusted authorities. Content is not just noise; it is a signal that helps prospects understand problems, explore solutions, and choose confidently.

For Nepal’s marketers, content can be a great equalizer when entering global markets. Thought leadership pieces, explainer videos, and downloadable guides not only demonstrate expertise, but also help search discoverability and brand reach.

8. Digital and AI Tools Reshaping B2B Marketing

AI and digital tools are reshaping B2B marketing’s future. From AI-assisted segmentation and personalized outreach to automated campaigns and predictive analytics, marketers can do more with less effort.

The latest global B2B trends point to AI’s growing role in helping businesses personalize communication, automate repetitive tasks, and optimize campaigns in real time. Tools that were once  expensive and out of reach are now accessible even to smaller teams.

For companies in Nepal, digital and AI tools allow them to leapfrog certain stages of maturity. Instead of replicating  outdated models, they can adopt global best practices quickly and at lower cost.

This is not about using tech for tech’s sake. It is about empowering marketers to focus on strategy, creativity, and meaningful engagement.

9. Community and Relationship Building

Relationship building has always been a strength among many Nepali businesses. This is something that large global organizations often struggle to replicate. In B2B, community-led approaches, like forums, user groups, and regular engagements create loyal advocates and recurring  revenue. Community is not just a buzzword. Modern B2B companies are building ecosystems where customers, prospects, and partners learn from and support each other. This deeper engagement fosters trust, reduces churn, and creates organic advocacy.

In Nepal, this could mean industry roundtables, sector-specific meetups, or even online communities where businesses share insights, challenges, and successes.

10. AI is the Most Exciting Opportunity

The most exciting opportunity for Nepal Inc lies in AI. While many traditional markets are still integrating AI into existing systems, emerging markets like Nepal have the chance to leapfrog. Instead of playing catch-up, Nepali marketers can adopt AI-enabled marketing practices that help them compete at par with global players.

AI can help personalize outreach at scale, provide real-time insights, automate marketing workflows, and make sense of complex customer data faster than any manual process could. It does not replace human strategy, it amplifies.

As AI continues to evolve, its adoption is becoming less about technology fascination and more about practical competitive advantage — helping companies grow faster, smarter, and more efficiently.

Conclusion

Nepal’s journey toward modern B2B marketing has already begun. However, there still are roadblocks like mindset, budget allocation, and organizational alignment. But the silver lining is clearer than ever before. Companies that recognize the strategic value of marketing, invest wisely, measure meaningfully, and leverage global trends like digital and AI are already positioning themselves ahead of the curve.

Marketing in B2B is not simple. But simple things like brand, measurement, leadership, content, alignment, and technology make the biggest difference. The world is evolving its definition  of B2B marketing. Nepal Inc is now waking up to it. The next few years could be transformative.

(This opinion article was originally published in January 2026 issue of New Business Age magazine.)