How continuous brand building powers ABX success

Shownotes

In this episode of OnBase, host Paul Gibson sits down with Soumyajit Dey for a deep dive into why continuous brand building outperforms one-off campaigns every time, and how ABX becomes truly powerful only when rooted in purpose, consistency, and relevance.

Soumyajit shares his journey from early days in experimental digital marketing to leading global campaigns at ThoughtWorks, where he merges brand strategy with buying-group intelligence to drive sustained account growth. He explains why brand versus demand is the wrong debate, why ABX should be an experience, not a tactic, and how companies can orchestrate connected outreach that resonates emotionally and commercially.

From the importance of purpose-led storytelling, to measuring brand influence, to navigating AI and evolving buyer behavior, this episode is a masterclass in modern B2B marketing that actually works.

Best Moments

• 02:01
  Soumyajit shares his 20-year journey
• 03:11
  Why brand vs. demand is the wrong debate
• 10:11
  How ThoughtWorks uses digital ABX and buying-group intelligence
• 15:15
  Why ABX isn’t built for overnight results (alignment challenges)
• 20:23
  Purpose-driven brand building and why it matters
• 24:28
  How sustained brand building primes ABX inside accounts
• 42:08
  Top trends shaping the future: AI orchestration, buying-group intelligence, purpose-led positioning
• 47:46
  Soumyajit’s recommended books, podcasts, and resources

Key takeaways

• Brand and demand shouldn’t compete, they should connect

Soumyajit argues that ABX succeeds when it amplifies a strong brand narrative. Disconnected efforts create drop-off; integrated storytelling builds trust that sustains long-term growth.

• ABX is an experience, not a pipeline hack

Effective ABX expands reach inside accounts, engages the full buying group, and nurtures trust over time. It’s a long-term motion, not a magic wand for instant deals.

• The tech stack makes or breaks digital ABX

Integrating engagement scoring, intent, and outreach into a unified ecosystem creates the intelligence needed for relevance and personalization at scale. At ThoughtWorks, this has driven an 18–23% increase in reach.

• Purpose-driven brands outperform

Buyers, especially millennials and Gen Z, make decisions based on values like transparency, ethics, and inclusion. Purpose creates memorability and long-term loyalty.

• Sustained brand building warms the ground for ABX

When a brand shows up consistently through content, social proof, thought leadership, and human storytelling, ABX campaigns land on receptive audiences, not cold inboxes.

• AI orchestration and buying-group intelligence are the future

Agentic AI, buying-group-level insights, and responsible use of automation will redefine how teams run always-on ABX and brand plays.

Quotes

“Brand creates receptivity. ABX activates relevance. Together, they expand your circle of influence.”

Resource recommendations

Podcasts:

• B2B Marketing and More with Pam Didner

Books:

• ABM is B2B: Why B2B marketing and sales is broken and how to fix it — by Sangram Vajre & Eric Spett

About the Guest

Soumyajit Dey is a digital first marketing and communications leader with 20 plus years of experience at the intersection of marketing, technology and communication. Currently, he serves as the Global Head of Digital Campaign Delivery and AI for marketing Lead at Thoughtworks. He has worked with multiple global tech organizations in various capacity and is equally at home with campaign delivery, execution and executive strategy. Soumyajit is passionate about building future ready functions and teams that blend in creativity, automation and measurable performance.

Connect with Soumyajit.