New Delhi: In today’s era dominated by data, businesses strategically utilize Target Group (TG) data to achieve precise segmentation and provide hyper-personalized experiences, all while carefully managing the delicate balance between customization and privacy. B2B marketers navigate a landscape that encompasses consumer journey mapping, content marketing strategies, and dynamic field marketing practices.

In the ever-evolving B2B marketing landscape of India, the adoption of Gen AI is on the rise. B2B marketers are increasingly exploring the potential of artificial intelligence to enhance efficiency and elevate customer interactions, shaping the future trajectory of marketing strategies in the country. In this regard, Priyanka Chakraborty, ObserveNow interacted with Kushagra Sharma, Head of Marketing, India and SAARC, Veeam.

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? 

Our Target audiences/customers are constantly evolving and so are their buying behaviors, to keep up with this, we as marketers need to be more forward thinking and agile, and cover different ends of the spectrum.

In an open segmentation canvas we are addressing the buying behaviors of Gen X (Born 1965-1979) | Gen Y (Born 1980- 1994) and the future the Gen Z (Born 1995-2009)

Segmentation needs to be broken into different cohorts and buying group’s basis this generational classification, the routes to engagement need to align to the core principles, ideals of these different generations.

Addressing the Gen X cohort would mean relying on more conventional methods, they appreciate high-quality, informative thought leadership content. Blogs, white papers, webinars, and educational videos that can effectively engage them. They often research before purchasing, so providing valuable content can help influence their buying decisions. Gen Y requires not sticking to rigid processes and traditional procedures, you can impress them with an uncomplicated, relaxed, and hyper-personal approach, they value authenticity and a personal touch, they trust the opinions of their peers, so leveraging reviews, testimonials, and social proof can be an effective engagement Strategy:

Gen Z on the other hand have lower attention spans and are attracted to Visual, Bite-sized, interactive, gamified content such as infographics, short videos, and interactive content which needs to be optimized for mobile devices as they are constantly connected through smartphones,

Remember, these are generalizations, and individual preferences within each generation may vary. Regularly analyze data and feedback to refine your strategies and stay adaptive to evolving trends

We however need to work on cross-generational considerations and have an Omnichannel Presence, maintaining a presence across multiple channels to cater to the diverse preferences within each generation, keeping

Data Privacy as a baseline, by clearly communicating data policies and ensuring that user data is handled securely.

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

As a B2B marketer today, we believe in a 4 pronged approach and I call this “IEDP” – Inception, Evangelization, Disruption, and Perception.

Inception – the core foundation of all things data, as the name suggests it marks the “beginning”. Data and insights are the basis with which the marketer has the right fuel in his arsenal to build the right traction in the market, So a Data-Driven Insights approach is a fundamental first step for a marketer, the right data sets allow a marketer to be better equipped in creating the right tactical elements.

Evangelization – Evangelization in the business context refers to the process of creating advocates and enthusiasts for a brand, product, or service. It goes beyond traditional marketing and involves building a community of loyal customers who are not only satisfied with the offerings but are also actively engaged in promoting and advocating for the brand. The ultimate goal is to create a strong mind share and brand stickiness.

Disruption – Driving demand through growth hacking challenging traditional approaches and finding innovative ways to drive demand, we are focusing on aspects around innovative content creation, creative Account based marketing techniques, and other agile marketing strategies to win over competition.

Perception – Building thought leadership and shaping a positive brand perception are critical for marketers looking to establish their brand as an authority in the industry and create a favorable image among their target audience. By activating the right content, engagement streams, collaborations, joining and aligning to the right causes, and standing up for them, by consistently implanting these strategies, marketers can gradually build thought leadership and shape a positive perception of their brand within their industry. Thought leadership is a journey that requires dedication, consistency, and a commitment to providing value to your audience.

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?

Today’s field marketers has evolved to become a critical link between the brand and potential customers. Field marketers play a key role in initiating conversations, building relationships, and creating opportunities for sales team. They work on aspects towards building the principles of segmentation, target buying groups and cohorts, and build the right messaging with marketing tactics both online and offline. Event marketing is a crucial marketing tactic,  trade shows, conferences, workshops, and other industry-specific events provide opportunities for face-to-face interactions with potential customers and help us bring out our brand and solution positioning to create demand, build perception and bring out successful business outcomes.

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 is measured by its ability to contribute to lead generation, customer acquisition, and overall brand growth, by leveraging both traditional and digital channels. This includes in-person events, experiential marketing, social media engagement, and other strategies to create a multi-channel approach that aligns with the preferences and behaviors of the target audience. The integration of data-driven insights and technology enhances the effectiveness of these campaigns, allowing marketers to tailor their efforts for maximum impact, the key tenets of measurement lie around Audience Engagement, Lead Generation, Net New Leads, Data and Insights around the solution or product showcase, Return on Investment on the campaign and Customer Satisfaction.

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? 

B2B marketers are starting to experiment with AI-powered tools and solutions for tasks such as lead scoring, content optimization, and customer segmentation. Early adopters are recognizing the efficiency and effectiveness gains that AI could bring to their marketing efforts, As AI tools become more user-friendly and accessible, adoption rates are expected to increase. AI in Account Based Marketing in my view is a key focus, AI applications for account targeting, predictive lead scoring, and personalized content recommendations will gain traction as we move forward in 2024.

New Delhi: In today’s rapidly evolving digital landscape, harnessing the power of data has become a cornerstone for organizations striving to deliver personalized experiences while respecting privacy boundaries. In an exclusive interview with Schneider, a prominent player in the B2B marketing realm, we delve into their strategic approach to utilizing data for segmentation and persona development.

In this regard Priyanka Chakraborty, ObserveNow interacted with Ankesh Kumar, Marketing Director, Schneider Electric. The conversation delves deeper into the significance of field marketing, particularly in the context of events, exploring how these initiatives contribute to high-touch customer interactions and showcase solution capabilities. The interview concludes with insights into measuring the success of field marketing campaigns, emphasizing the importance of CRM tools in lead generation and customer acquisition. Finally, we gain a glimpse into Schneider’s journey with Generative AI, highlighting its role in crafting social media content, blogs, and campaign strategies while maintaining human control over overarching strategies.

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 profile and to make sure of a hyper personalized delivery; while cautiously not breaching privacy?

At Schneider our marketing is focused towards segment and personas of our target customers. All the data base obtained with consent through various methods are been stored in Global Marketing Data Base in our CRM system can be segregated as per segments and personas to ensure we drive customized and personalized messaging based on segments and personas. We also strictly follow GDPR Compliance defined by EU across all marketing data base in all the location.

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

Actually all of it, everything starts with customer journey and how we can help customer to find appropriate solution that they are looking for. We have defined Digital Customer Journey mapping tool and create content marketing programs to help customers in each phase of discovery, selection, transaction and post sales activities. All starts with Segmentation and then we create campaign and then create programs to execute campaign by field marketing.

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 is very critical especially to deploy our marketing programs and measure the effectiveness of program. Events be it physical, digital or hybrid helps us to create high touch point with customers and also help us to demonstrate our solution capabilities in innovative way. For us Field Marketing or Event are part of overall marketing programs and fully integrated into campaigns.

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

We have robust CRM tools where we assign score based on customer response on our marketing program which helps us to define marketing qualified leads which further used by our lead management team to qualify it for sales and further. For us the success is more about finding opportunity and develop pipelines for our sales team who further pursue it to close the deal.

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?

Generative AI is quite interesting and we are using it especially to define social media post, blogs, keywords, analytics, and tone of campaign. We define strategy and try to use AI to execute those strategy in various medium by taking its help to understand ever changing algorithm and to increase engagement with customers. AI is a tool but not an engine itself, we still need to take full control strategy and use AI where it optimizes our operation.

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.