Raj Basotia · B2B marketing
Good products
need a reason
to be chosen.
I connect positioning, market intelligence and customer proof so the story holds up, from the first impression to the final decision.
One Deal.
Six quiet moments. A different ending.
The real work behind it.
01 / The story
Most deals die in
the quiet moments.
A buyer builds a shortlist. A champion pitches the CFO. A competitor changes the conversation. Here’s where marketing makes the difference.
Chapter 01 / 06 · Day 0
Everyone sounds the same.
If buyers can’t tell you apart, they compare you on price.
The buyer faces a wall screen of nine vendors that all describe themselves the same way.
Day 0. Nine vendors on her shortlist.
Read the scene as text
- Day 0. Nine vendors on her shortlist.
- Can you spot the difference? Neither can she.
- So she sorts by price. You’re the most expensive.
- Take 2. This time someone did the positioning work.
- One specific claim, instead of nine vague ones.
- Now she remembers you.
“They’re all ‘AI-powered.’ Even the one that sells staplers.”
“They’re all ‘AI-powered.’ Even the one that sells staplers.”
Open this chapter ↗Chapter 02 / 06 · Day 1
The website doesn’t say what you do.
The traffic you paid for leaves before sales ever sees it.
The buyer reads a jargon-filled homepage, gives up after five seconds, and hits Back.
Day 1. She clicks through to your website.
Read the scene as text
- Day 1. She clicks through to your website.
- You have about five seconds.
- She can’t tell what you do. She hits Back.
- Take 2. This time the homepage was rebuilt around her problem.
- Her problem, proof, one next step.
- Three seconds. Got it. Demo booked.
“Finally, a homepage that knows what I do for a living.”
“Finally, a homepage that knows what I do for a living.”
Open this chapter ↗Chapter 03 / 06 · Day 3–9
No one vouches for you.
If nobody vouches for you, cautious buyers pick the safe name.
The buyer finds no customer reviews, and the analyst’s report lists three vendors, none of them you.
Day 3. She checks what customers say.
Read the scene as text
- Day 3. She checks what customers say.
- Her CFO asks what the analysts think.
- Page 14 lists three vendors. None of them is you.
- Take 2. This time customers and analysts were already on your side.
- Real reviews, from real customers.
- And a mention on page 14.
“Page fourteen. From an analyst, that’s practically a love letter.”
“Page fourteen. From an analyst, that’s practically a love letter.”
Open this chapter ↗Chapter 04 / 06 · Day 14
Your champion can’t retell the pitch.
Deals stall in the meeting you’re not invited to.
The buyer retells your pitch to her CFO; each retelling loses detail until it is just another tool.
Day 14. Your champion takes you to her CFO.
Read the scene as text
- Day 14. Your champion takes you to her CFO.
- She retells your pitch. Every retelling loses a little.
- By the third, you’re just another tool. Next quarter.
- Take 2. You can’t be in that room. Your story can.
- Same story, three retellings, nothing lost.
- The CFO gets it.
“She explained it better than you did. That’s the point.”
“She explained it better than you did. That’s the point.”
Open this chapter ↗Chapter 05 / 06 · Day 31
A louder competitor shows up.
If your team can’t answer a claim on the spot, they discount instead.
A loud competitor bursts in with big claims; in Take 2 the marketer answers each one with public customer evidence.
Day 31. The deal is going well.
Read the scene as text
- Day 31. The deal is going well.
- Then someone louder walks in.
- Big claims. Nobody on your side can answer them.
- So your team offers a discount.
- Take 2. This time the marketer came prepared.
- Same claims.
- Each one answered with public proof.
- Volume loses to receipts.
“We went with the quiet one. He brought receipts.”
“We went with the quiet one. He brought receipts.”
Open this chapter ↗Chapter 06 / 06 · Day 47
No customer story like theirs.
Without relevant proof, the deal waits for next quarter.
The buying committee asks for a customer like them; in Take 2 a before-and-after story from a similar manufacturer closes the deal.
Day 47. The whole buying committee is in the room.
Read the scene as text
- Day 47. The whole buying committee is in the room.
- She asks for a customer like them.
- All you have is a logo slide. So it waits.
- Take 2. This time the story was ready.
- A company like hers, before and after.
- The same story in the deck, on the website and in analyst briefings.
- Day 71. Closed-won.
“Same size, same mess, same ERP. They signed.”
“Same size, same mess, same ERP. They signed.”
Open this chapter ↗One fictional deal, told two ways: without the work, and with it. Scroll to watch the story unfold. Scroll back to rewind.
Read the cold open ↗The work library.
Research, strategy, storytelling and the systems that connect them.
8 cases 4 companies
Built the reference library and competition hub.
1,100+ references · 17 competitors
Led research, differentiated messaging and field readiness.
3 planning markets · Analyst → Manager
Led the programme across brand, content and delivery.
Launched 29 July 2026
Built the briefing playbook and engagement system.
Gartner · IDC · Forrester · Zero100
Authored and co-authored workflows that carry context and standards.
Analyst prep · stories · research · brand
Established the Peer Insights programme and reusable proof workflows.
Peer Insights · 2 categories
Worked with the CEO on research, outreach and programme production.
GBS Masterminds · Highflyer Award
Contributed research, market analysis and delivery processes.
Senior Associate · 2 research awards
The through line
Research. Strategy.
Marketing.
Now at Lyric
Director of Marketing
Connecting positioning, market intelligence, analyst relations and customer proof.
- 2019–2022
Gartner
Research & operations
Senior AssociateTwo research awards
- 2022
American Express
Campaign operations
Execution and thecustomer experience
- 2022–2023
HighRadius
Executive storytelling
CEO-led programmeHighflyer Award
- 2023–2025
Anaplan
Competitive strategy
Three planning marketsPromoted to Manager
- 2025–now
Lyric
Marketing leadership
Market knowledge,connected to execution
Bring the
problem.
A marketing leadership role, a market problem, or a story that needs to land. Let’s talk.