About this episode

Maitri Gandhi discusses the complexities of product marketing in the B2B ice machine industry and the role of AI in refining customer research.

In today's episode, I chat with Maitri Gandhi, product marketer at Hoshizaki America, about what GTM looks like in one of the most traditional B2B industries out there—commercial ice machines and refrigeration. Hoshizaki sells through a layered channel model spanning dealers, distributors, end users, and consultants, each with completely different priorities, which means Maitri is managing multiple ICPs and messaging frameworks simultaneously rather than one clean persona. She walks through how trade shows are still the primary outreach channel, how sales enablement—brochures, one-pagers, decks, trainings—is where most of her creativity goes, and how ice itself is a surprisingly rich messaging challenge: eight different ice types, each with different density and dilution properties, and a key angle around replacing expensive packed ice with an on-site machine that pays for itself over time. Her path ran from fashion design at NIF in India to fashion marketing in the US to content marketing in fintech and agency roles, until she started asking "who's reading this and why" about every blog she wrote—which led naturally into product marketing. Her prediction: AI is helping sales…

People in this episode

Host: Saurav Gupta

Guest: Maitri Gandhi

Topics covered

• customer research
• B2B marketing
• product marketing
• sales enablement
• AI in sales
• ice machines
• messaging strategies

Keywords

• customer research
• B2B marketing
• product marketing
• AI
• sales enablement
• ice machines
• messaging

Mentioned in this episode

Organizations: Hoshizaki America

Products: commercial ice machines, refrigeration, packed ice, on-site machine

Places: India, US

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