Further thoughts from our contributors
Marketing serves as a reminder to invest in the time to evaluate where you are and become more personal with your customers. With the correct toolkit and ensuring communication, you can support your business in elevating your brand presence, which will strengthen your customer engagement.
Amanda Holmes
EMEA & APAC Marketing Director
at Kodak Alaris
I believe that marketing is a two-way street for collaboration and creative strategy that focuses on creating potential opportunities to deliver powerful revenue generation activities and long-term relationships with customers.
Massimo Ghislandi
Former VP Marketing & Sales - Translation Software Solutions - Global at SDL plc
Communicate with your customers, partners and employees as human beings. Be positive, caring and empathetic. Find the mediums and formats that resonate with them and focus in on their journey. We launched an entire communications programme under the umbrella theme of ‘Possibilities’ as our tagline is Welcome to Possible. This included our event series called Possibilities Forums, Redefining Possibilities campaign, Possibilities Podcast and much more. What are you making possible?
Neha Kathuria
Global Head of Marketing at Mindtree
We’ve gone down this path of extreme urgency and focus on just delivering quality leads where marketing should actually be using points of view and thought leadership to drive future demands. Especially in B2B, it’s not a linear cycle as we’d like to believe and just because someone downloads an ebook or whitepaper it doesn’t necessarily mean they will buy right away.
Siddharth Asokan
Chief Marketing Officer at Softwire
Consumers do not just want a brand that they can trust and rely on. They also want to build an emotional relationship with the business that is sincere and credible. Marketing is on a human-to-human interaction level. When you collaborate and understand concepts together, you can establish a beneficial relationship and invest in products or services that effectively work.
Max Baldwin
Group Sales and Marketing Director at NCC Group
Marketing has historically been viewed as an enabling function. The last year, however, has given room for it to evolve and grow into a far more strategic role. Now we have a seat at the top table. It comes with a lot of authority and accountability as our actions impact profitability and business sustainability. But, by focusing on branding and thought leadership programmes that align with the organisation’s positioning and business goals, marketing can and does drive real, positive change.
Neha Kathuria
Global Head of Marketing at Mindtree
The convergence of B2B and B2C is happening very fast! Investing in customer insight isn’t a luxury; it’s a necessity. Having a deep understanding of your customers' human concerns must be part of a strategy for your business to be able to fulfil their expectations.
Girish H
Integrated Marketing Lead for Asia at 3M