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B2B marketing landscape welcoming Generative AI with open arms, says Girish Bindal, CMO, Advantage Club

New Delhi: In the evolving landscape of data-driven marketing, achieving effective segmentation and personalization while respecting privacy is paramount. Leveraging analytics and machine learning with anonymized data allows marketers to understand customer behaviors, ensuring personalized communication without compromising privacy—a delicate balance that builds trust with customers. In this regard Priyanka Chakraborty, ObserveNow interacted with Girish Bindal, Chief Marketing Officer, Advantage Club.


Here are a few excerpts from the interview:


In today’s data-driven world, how are you using your TG data to create better segmentation of profiles and to make sure of a hyper-personalized delivery while cautiously not breaching privacy? 

In this data-driven era, getting segmentation and personalization right is key, right? We’re all looking to slice and dice our TG data to tailor our messages perfectly, yet we tread carefully to respect privacy. It’s all about leveraging analytics and machine learning to understand behaviors and preferences (using anonymized data), ensuring consent is at the forefront. Marketers have to use data smartly to figure out what different groups of customers like and how they behave. This helps us talk to them more personally and effectively without crossing the privacy line. This approach not only meets privacy standards but also builds that crucial trust with customers, something every marketer today strives to achieve.


As a B2B marketer today, what are your primary areas of focus- is it your consumer journey, content marketing, or field marketing practices?

As B2B marketers, our plate is quite full, focusing on the customer journey, content marketing, and field marketing practices. It’s a juggling act between understanding each touchpoint in the customer journey, crafting valuable content that resonates, and engaging directly with potential clients through field activities. Integrating these elements effectively means we’re not just communicating; we’re connecting and converting, which is the ultimate goal.


In a tech world today- redefine the purpose of Field marketing, specifically event marketing, for us. How are you leveraging it to its true potential?

Field marketing, particularly event marketing, has evolved dramatically with digital advancements. We’re no longer just setting up booths and handing out brochures; we’re creating immersive, interactive experiences. It’s about creating immersive experiences that bridge digital and physical realms. Whether it’s virtual, in-person, or hybrid, the aim is to engage and leave a lasting impression. Leveraging data insights, interactive tech, and personal touches, we’re turning these events into not just a gathering but a memorable journey for every attendee, driving engagement and leads like never before.


How do you define a successful field marketing campaign? How does it contribute to lead generation and customer acquisition now?

A successful field marketing campaign resonates, engages, and converts. It’s all about alignment with your broader marketing objectives and truly understanding what makes your audience tick. You measure success through engagement rates, lead quality, and, ultimately, conversion rates, ensuring every touchpoint is an opportunity to enhance customer relationships. A successful campaign is marked by high attendee engagement, positive feedback, and a significant impact on the sales pipeline. A successful campaign also leverages post-event data to refine future strategies and nurture leads. It’s that mix of strategic planning, creative execution, and post-campaign analysis that turns a good campaign into a great one.


How deep are B2B Marketeers in India into Gen AI? Can you share a snippet from your journey and a general observation prediction in your opinion on the same?

The B2B marketing landscape is increasingly welcoming Generative AI with open arms. From my journey and observations, I’ve seen a significant uptick in its application across content creation and customer service. There’s a growing trend of using AI for creating personalized content at scale, optimizing campaigns in real-time, and enhancing customer interactions. It’s like having a creative copywriter/ content writer at your disposal. As for the journey ahead, I see AI becoming more entrenched in our strategies, driving efficiency and personalization. It’s not just about being on the cutting edge; it’s about staying relevant and resonant in a rapidly evolving market.

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