Dr. Nimrita S Bassi leads Marketing Essentials Lab, a B2B marketing agency specializing in social media and content marketing. Her academic background includes a Ph.D. from the University of Exeter, where she studied Online Customer Experience.
In this candid interview, Dr Bassi shares key moments that drew her to B2B marketing and the social media industry and the story behind founding Marketing Essentials Lab. She discusses her unique approach to making B2B marketing more relatable and engaging, drawing from her experiences with well-known brands.
- Can you share a key moment that sparked your journey into B2B marketing and social media?
It all started with a phone call back when I lived in India. A friend convinced me to join Facebook, and as I browsed, I noticed how quickly people scrolled through their feeds, barely pausing. This observation became the central focus of my doctoral research at the University of Exeter, where I majored in Online Customer Experience. I saw firsthand how businesses struggled to grab users’ attention in those fleeting moments.
I was driven by the challenge of helping brands tell their stories in those precious seconds. In today’s digital age, it’s not enough to simply be present online—it’s about creating moments that linger in people’s minds long after they scroll past. It’s about crafting stories and experiences that resonate on a human level, even in the fast-paced world of B2B marketing.
This realization pushed me to dive deeper into the psychology of digital interaction. I began identifying patterns in how people engaged with content, what made them stop scrolling, and what caught their attention.
- What drove you to establish Marketing Essentials Lab?
I had the idea one evening while sitting on my couch. I had been observing how B2B companies were struggling to connect with their audiences online. Within ten minutes, I had the name Marketing Essentials Lab, and soon after, I built a simple five-page website. I was 30, still completing my PhD, but I knew there was a pressing need for change in how businesses communicate online.
I wanted to create something different from the typical agency model. Rather than being just another service provider, I envisioned a partner who could truly understand and extend a company’s internal team. Today, after delivering over 100,000 social media messages and 2,000 blogs, we work with remarkable brands like Amazon Business, CitizenM, and Tata Steel. Each collaboration reinforces our original mission – helping businesses forge genuine connections in the digital space.
- Your focus on ‘humanizing’ B2B marketing is intriguing. How does this work in practice?
There’s a misconception that B2B communication has to be strictly formal and impersonal. But at the heart of every business interaction is a person making decisions—whether for steel beams or software solutions.
At Marketing Essentials Lab, we have devised a three-step methodology to fill this gap. We spend two hours researching a client’s social media strategy, understanding their online presence, business goals, corporate culture, and future vision. After that, we diagnose their target audience—exposing aspects of demographics, motivations, pain points, and aspirations.
Then comes the curation of bespoke content across all platforms that makes each brand stand out with its distinctive voice. Whether thought leadership articles, infographics, or short video pieces, we believe content should speak to the audience where they are most active.
Finally, we execute a strategy month over month to push engagement and reach the next level; most importantly, we publish content, engage with the audience, and continually adapt our approach based on data in a very agile and customer-centric approach.
- Beyond your work, what causes are you passionate about?
Beyond the world of B2B marketing, I’m deeply passionate about giving back to the community. Growing up in India, the value of giving back was instilled in me from a young age, and I’ve carried it with me throughout my life and into my business practices.
One of the causes I am very passionate about is education, particularly for women, minorities, and those from low-income backgrounds. Education provides a powerful resource through which transformational life changes can be made- where one can create a future, not just for themselves but for their family as well. This belief drives our commitment at Marketing Essentials Lab to sponsor the education of six girls in India annually.
Over the past five years, we have actively supported various causes, such as disaster relief efforts like the Izmir Earthquake Relief Fund and Pakistan Floods Appeal, as well as healthcare initiatives through NHS Charities Together and Feed NHS. We have also donated to humanitarian aid organizations such as British Ukrainian Aid, the British Red Cross, and UNICEF. I believe that as business leaders, we have a responsibility to protect and preserve our planet for future generations.
- What emerging trends or technologies do you see shaping the future of B2B marketing?
One major trend shaping B2B marketing is the rising importance of executive presence. LinkedIn research shows that 56% of professionals consider an executive’s social media presence when making decisions, and 66% are more likely to endorse a company they follow online. At Marketing Essentials Lab, we’re responding by creating executive programs focusing on authentic thought leadership and engagement.
Another shift is in how B2B brands use social media. The pandemic has pushed digital commerce forward, making brand-building essential. The future of B2B marketing is about striking the right balance between professional expertise and authentic human connection. It’s no longer just about what brands say, but how they say it. The ability to communicate with authority and genuine relatability will truly make brands stand out.
