Voices of B2B Marketing brings you real, unfiltered conversations with marketers and leaders shaping the future of B2B.
In this episode, host Vidhi Jangid of Skalegrow sits down with Shynu George (Head of Marketing at Maxwell GeoSystems), a former physicist turned B2B marketing leader, to unpack how strategic analyst engagement builds long-term credibility, influences buying decisions, and strengthens brand positioning. Drawing from his experience working with leading firms like Gartner, Forrester, IDC, CEB TowerGroup, and KuppingerCole, Shynu shares practical lessons on:
- Earning analyst trust through long-term engagement
- Repositioning a SaaS brand from mid-market to enterprise
- Turning tough analyst feedback into sharper messaging
- Aligning communication with C-suite priorities to increase conversions
- Structuring analyst programs around buying cycles – not ad hoc updates
- Translating analyst insights into sales enablement and content strategy
From navigating industry shifts like AI to shortening deal cycles through credibility, this conversation shows why analyst relations isn’t just a marketing function – it’s a company-wide growth lever. If you want to understand how market influence is built behind the scenes, this episode is for you.
About the Podcast Guest
Shynu George
Head of Marketing
Maxwell GeoSystems
Shynu George is a B2B marketing leader with over 20 years of experience helping technology companies translate complex products into clear, market-ready solutions. He currently serves as Head of Marketing at Maxwell GeoSystems, where he leads global marketing initiatives focused on brand positioning, demand generation, and go-to-market strategy.
Over the course of his career, Shynu has led marketing teams across leading technology and engineering organizations including Tata Elxsi, Flytxt, Valoriz Digital, and Sysintegra. His work spans telecom, fintech, and engineering services, where he has driven product marketing, brand strategy, and sales enablement initiatives for global markets.
With expertise in B2B marketing strategy, product marketing, digital marketing, and account-based marketing, Shynu focuses on building marketing programs that are practical, measurable, and closely aligned with business growth. He is particularly passionate about turning complex technology into compelling narratives that resonate with customers and stakeholders.
Shynu combines analytical thinking with creative storytelling, supported by executive education from Indian Institute of Management Kozhikode. Alongside his professional role, he is also pursuing doctoral research at National Institute of Technology Calicut, focusing on AI-powered B2B marketing and exploring how artificial intelligence can make marketing more precise and effective.
