New Delhi: B2B marketing is evolving rapidly, AI and Automation are revolutionizing the way marketers create strategies and plan content. Technology is not just boosting the efficiency of companies today, but it has also elevated the working standards to the zenith.  

Technology is the major push in accelerating success for every marketer today. In this conversation, we delved into the evolving landscape of B2B marketing, and how Netcore is delivering over 1 billion experiences every day. Also, Netcore’s AI is trained on 25 billion+ interactions from 1,300+ e-commerce stores, making it an invaluable asset for global brands. In this regard, Priyanka Chakraborty, ObserveNow interacted with Swati Sahai, Vice President Marketing, Netcore Cloud.

Here are a few excerpts from the interview:  

In today’s rapidly evolving digital landscape, how do you see the role of B2B marketing evolving, especially in light of the growing emphasis on personalized and data-driven strategies?

B2B marketing is quickly evolving, driven by the desire to create more personal connections and smarter, data-driven strategies. Today, it’s all about understanding what your customers need and delivering messages that resonate with them. Account-Based Marketing (ABM) is a key strategy here, picking out key businesses you really want to work with and creating special campaigns just for them. It’s like making a personalized pitch to your dream clients. 

The customer experience is paramount, ensuring a smooth journey from first contact to post-purchase. Marketers are tapping into data to refine this journey, making every interaction as positive as possible. 

Enter Generative AI and technology: These tools are revolutionizing the way marketers create content and interact with customers. Automation and AI help in crafting personalized messages at scale, ensuring timely and relevant communication. This not only boosts efficiency but also enhances engagement.

Diversity, equity, and inclusion (DEI) are increasingly recognized as critical components of successful marketing strategies. How do you ensure that your team embraces diversity in both its composition and its approach to reaching diverse audiences in the B2B space?

My marketing team is extremely diverse with a wide range of backgrounds, experiences, and perspectives, and is largely made up of women. This diverse team helps us in reaching a diverse audience in our marketing strategy. Our marketing content aims to reflect this diversity. We use images, stories, and languages that our B2B audience can see themselves in. We listen to the people we are trying to reach – be it through social media, surveys, or influencers.

Content marketing continues to be a cornerstone of B2B marketing efforts. Could you share some insights into how your team navigates the challenge of creating compelling and engaging content that resonates with B2B audiences in a crowded digital environment?

At Netcore, we tackle the content challenge in three ways:

We leverage storytelling, particularly customer success stories, in different formats. These are unique stories and not only do they stand out in a crowded space but they also build validation.

We use diverse content formats like blog posts, reports, ebooks, infographics and videos. This ensures we cater to different preferences and engage our audience through multiple channels.

We optimize our content for search engines to ensure it gets in front of our audience. Plus, we make it easy to share, increasing our reach organically.

As a woman leader in the marketing industry, what advice would you offer to other aspiring women professionals aiming to break into leadership roles in B2B marketing? How have your own experiences shaped your approach to leadership in this field?

I have navigated my own set of challenges and triumphs in my marketing career. My first advice to women professionals is to embrace your unique journey and background. Each career journey looks different and you can take many different routes to success. 

Build yourself a support network – whether it is your family, friends, or colleagues. This network will be crucial in encouraging you and pushing you to keep forging ahead. 

Mentoring has been invaluable in my journey. Find mentors who can guide you, offer advice, and support your growth. And when you can, pay it forward by mentoring others.

Lastly, be your advocate. It is important to speak up for yourself and articulate your values and aspirations.