Ashok Lalla

Global Head, Digital Marketing Infosys

From 'internet of things' to `internet of me', how is technology helping you in doing your business better today?


I am not sure one can say that there’s a shift that’s taken place. In fact what is happening is that through technology there is now a greater attention to the connections between the physical world and things to people and consumers.

I would think that ‘internet of things’ is still a fresh enough concept and buzzword, and ‘internet of me’ is really an extension of it, rather than a completely different or new concept.

Clearly, technology is providing better means of gleaning consumer insights and understanding behaviour patterns in real-time. This helps businesses adapt quickly and be in a position to ride emerging trends early rather than after they have been established, and perhaps exploited by another, more nimble competitor. The outcomes of this can impact everything from business planning, product strategy, sales and distribution and customer service. The ‘learning’ cycles are shortening and that demands that companies embrace an always-on and perpetual beta approach to how they conduct their business.

Interesting times indeed.


IT Marketing is changing rapidly, what according to you can organizations do today to equip themselves better to adapt to these changes in shorter timelines?


It is important for businesses everywhere (and not just in IT) to recognize that they need to tune into consumers, competition and trends on an ongoing basis, and quickly learn to adapt to any shifts that may be happening. Rather than look to make big changes, wining companies are the ones who are able to nimbly change, in small increments and learn and refine their business and marketing approaches on the go. Cutting down silos and decision-making layers and empowering folks closer to customers to make the necessary changes is perhaps an important step towards becoming a better, more responsive business.


What is one thing absolutely absolutely critical for the IT marketers who are in business today to be future ready?


It would be the ability to accept that businesses need to be nimble and responsive and then to build an empowered structure and processes that can deliver on the treadmill of business that is always on the move.

Pradeep Chopra

CEO & Co-founder Digital Vidya

From 'internet of things' to 'internet of me', how is technology helping you in doing your business better today?


Given we are in the business of Digital Marketing education, every function of our organization whether its sales, marketing or product development or even finance is fully driven by and dependent on technology. Here are few examples:


IT Marketing is changing rapidly, what according to you can organizations do today to equip themselves better to adapt to these changes in shorter timelines?


Absolutely true. Change is the only constant when it comes to marketing in today's world. The only way to cope up with this change is to be part of it by staying hands-on. It's important that organizational culture welcomes and encourages experimentation to adapt to and leverage emerging IT Marketing trends. Or join our Digital Marketing program :).


What is one thing absolutely absolutely critical for the IT marketers who are in business today to be future ready?


Willingness to experiment and fail.

Dave Munn

President & CEO ITSMA

ITSMA’s President & CEO, Dave Munn (dmunn@itsma.com) responds to three important questions about the future of marketing:


Given we are in the business of Digital Marketing education, every function of our organization whether its sales, marketing or product development or even finance is fully driven by and dependent on technology. Here are few examples:


From 'internet of things' to 'internet of me', how is technology helping you in doing your business better today?


Technology has a huge impact on the way I work now as compared with 10 years ago. With the advancement of smart phones, mobile apps, 4G networks, information access, and social media, I am more productive, more informed, and more connected than I’ve ever been. Outlook on my laptop and phone keep me organized. GPS helps me from getting lost. Google Alerts and numerous news services keep me on top of what’s happening in our industry and with clients. Social media like LinkedIn, Facebook and Twitter help me stay current and connected with employees, clients, partners and friends. More importantly social media helps me collaborate and engage with people I work with or want to work with. We have found employees and contractors through Twitter and LinkedIn. We have started meaningful conversations with prospects online that have led to business. We have also debated issues and created new IP using these and other online collaboration tools. We can also track visitor and client behavior on our website to fix problems, spot opportunities, and help personalize offers and predict future behavior.


IT Marketing is changing rapidly, what according to you can organizations do today to equip themselves better to adapt to these changes in shorter timelines?


This question comes down to what marketing roles and marketing skills will technology and professional services organizations need to develop to be successful in the coming years. We’re moving very rapidly from a broadcast marketing mentality to one that needs to center around personalized conversation, collaboration, and engagement. In one of our recent briefings (The New Architecture of Marketing Talent) we cited data from an ITSMA survey that found that companies see marketing’s responsibilities changing to include client collaboration programs, customer experience management, client satisfaction & loyalty, customer engagement programs, Account Based Marketing, and even sales and delivery strategy. All of those are a big departure from where most marketing groups are today and they provide a glimpse into the more strategic marketing role that is on the horizon. Then from a skills standpoint, companies see the following skills critical to the future of marketing: leadership and business acumen, customer and market insight, thought leadership & content creation, data and analytics, and marketing technology and tools. Marketing organizations will need to take a balanced approach to developing, hiring, and buying/contracting out for skills that they don’t have today and want to have to remain ahead of the curve. Lastly, marketing will need to become change leaders who help co-create change to be successful in the new world of business. According to Graham Clark, ITSMA Senior Associate, “the challenge is to provide enough sense of direction whilst enabling everyone to own the future."


What is one thing absolutely absolutely critical for the IT marketers who are in business today to be future ready?


Hands down it’s the customer engagement role of marketing. When I joined ITSMA 20 years ago, marketing’s primary role was to build the brand and reputation of the company. If they haven’t heard of you they won’t buy from you. Today, marketing has taken on the role of revenue contributor in addition to being the reputation manager. Marketers are generating leads and moving them from one stage of the pipeline to the next. This has been an important step in the evolution of marketing because it has built credibility for marketing. Marketing can finally demonstrate ROI. However, with slower economic growth, many marketing organizations have over rotated on lead generation, almost to the exclusion of all other marketing activities, including brand and reputation. As a result, marketing is becoming a tactical function with little discussion on market insights, strategy, and portfolio management—which are the building blocks of long term value creation. Now it is time to increase focus on the “3rd R”—relationships. We need to help build deeper relationships with existing customers, new customers, partners, and even our own employees.

We need to focus on engaging with customers and instead of focusing on nurturing leads we need to nurture relationships. Customers want you to know them and based on that knowledge provide relevant content, and proactively bring them ideas that will solve their business problems or open opportunities. They want you to facilitate peer networking. And they want open and honest two-way conversations about where you are taking your business. This means that marketing is coordinating in-person and online engagement with your company as the “nerve center” of customer engagement. Marketing will need to take a comprehensive, portfolio approach to customer engagement, using a mix of marketing activities and formal engagement programs to support ongoing conversations that will help deepen relationships. Once marketing embraces this new “relationship” role, in addition to “revenue” and “reputation” role, marketing’s value and impact on the business will grow and so too will marketing’s status as a strategic function in the company.

  • 1.


  • Agenda

  • IT Marketing Summit & Awards 2015,
    Tuesday, 10th February, 2015
    Time: 8:30 a.m. - 7:30 p.m.

  • 2.


  • Speakers

  • Built around discussions and spotlights, these themes will also receive further visibility by articles and interviews in Marketing Booster magazine, weekly newsletter, and website

  • 3.


  • Venue

  • The Ritz Carlton, Bangalore

  • IT Marketing Summit & Awards 2015

  • Venue: The Ritz Carlton, Bangalore

  • Register Now!

Agenda

Great Indian IT Marketing Summit & Awards

Theme: Are You Ready for What’s Next?

2015 gleams with promise. Digital business, the collaborative economy, the internet of things, the internet of me are all disruptive forces resulting in newer, better ways of doing businesses. Clients are looking not just to maintain but to redesign their systems. These trends impact not just your clients, but your own marketing activities, as the consumer-centric economy gains strength. Are you building a marketing organization that will adapt to the future? What is the future, anyway? The 3rd Annual Great Indian IT Marketing Summit builds on the successful 2014 Great Indian IT Marketing Summit format, and is focused on the specific needs of the IT marketing fraternity.


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  • TimeTopicSpeakers
    8.30am - 9.00amRegistration-
    9.00am - 9.30amWelcomeJessie Paul, CEO - Paul Writer
    9.30am - 10.15amFrom You to Me to Us. How has the ‘Internet of Me’ transformed IT Marketing Moderator : Jessie Paul, CEO - Paul Writer

    Apurva Chamaria, AVP & Global Head Brand & Digital Marketing - HCL Technologies

    Nupur Sharma, Head Marketing, Brand Strategy, Advertising & Digital - Cisco

    Manish Bahl, Sr Director Centre For the Future of Work - Cognizant Technology Solutions

    Benedict Hayes, Vice President - Strategy - iProspectCommunicate2

    Hitu Chawla, India Head - Enterprise Marketing - Microsoft
    10.15am - 11.00amWhat are B2B Buyers really looking for?Dave Munn, President & CEO - ITSMA
    11.00am- 11.30am Coffee break-
    11.30am- 12.15pm Move over Digital Marketing - Social Selling is Here Moderator - Pradeep Chopra, Co-founder & CEO - Digital Vidya

    Ashok Lalla, Global Head Digital Marketing -Infosys

    Jatin Modi, CEO - Frog Ideas

    Xavier Prabhu, Founder & CEO - PR Hub

    Thennavan Subbiah, Lead Global Offshore Partners - Adobe
    12.15pm - 1.00pmKeynoteAshutosh Gupta, Director Marketing Solutions - LinkedIn
    1:00pm - 2:00pm Lunch-
    2.00pm - 2.45pmFriends with Benefits : Making Partnerships work Moderator - Tuhina Anand, Editor & Head of Publishing Services - Paul Writer

    Rajesh Kumar, Head of Marketing (Indian Sub-continent) - SAP

    Anil Rao, Head Business Development - Fujitsu India

    Hari Thalapalli, CMO & Global Head - Business Consulting - Tech Mahindra

    Jagannath AL, Director Marketing - India & SAARC - VMware

    Mitul Mehta, SVP & Global Head Marketing - Accelya Kale
    2.45pm - 3.30pmWhat do CEOs want from marketers? Moderator : Jessie Paul, CEO - Paul Writer

    Tiger Ramesh, CEO - CSS Corp

    Krishnakumar P, Executive Director & GM Consumer & Small Business - Dell

    Rajiv Kuchhal - Investor & Mentor
    3.30pm - 4.00 pmCoffee Break-
    4.00pm - 4.45pm The Golden Cs : Content to Conversations to Conversions - Nurturing the Pipeline Moderator : Dave Munn, President & CEO - ITSMA

    Rahul Koul, Global Head of Analyst Relations & Engagement Marketing - Wipro

    Jayanthi Sethuraman, Global Head Marketing - Tally Solutions

    Vishal Aggarwal, Director - Marketing & Sales Management - CGI
    4.45pm - 5.30pmFireside Chat Ashok Soota, Executive Chairman - Happiest Minds

    Jessie Paul, CEO - Paul Writer
    5.30pm - 6.30pmMarketing Excellence in IT Awards-

Speakers

Jessie Paul

Jessie Paul

CEO
Paul Writer

Ashutosh Gupta

Director Marketing Solutions
LinkedIn

Dave Munn

President & CEO
ITSMA

Read Interview
Rahul Koul

Rahul Koul

Global Head of Analyst Relations & Engagement Marketing
Wipro

Anil Rao

Anil Rao

Head Business Development
Fujitsu India

Anjali Gupta

Anjali Gupta

Leader - Brand Systems, Digital Marketing & Strategy
IBM

Krishnan Chatterjee

Krishnan Chatterjee

SVP & Head Strategic Marketing
HCL Technologies

Rajesh Kumar

Rajesh Kumar

Head of Marketing (Indian Sub-continent)
SAP

Jayanthi Sethuraman

Jayanthi Sethuraman

Global Head Marketing
Tally Solutions

Hari Thalapalli

Hari Thalapalli

CMO & Global Head - Business Consulting
Tech Mahindra

Jyotsna Makkar

Jyotsna Makkar

CMO
Microsoft India

AL Jagannath

AL Jagannath

Director Marketing - India & SAARC
VMware

Pradeep Chopra

Pradeep Chopra

CEO & Co-founder
Digital Vidya

Read Interview
Krishnakumar

Krishnakumar . P

Executive Director and General Manager Consumer & Small Business
Dell India Private Limited

Nupur Sharma

Nupur Sharma

Head Marketing - Brand Strategy, Advertising & Digital
Cisco Systems

Tiger Rramesh

Tiger Ramesh

CEO
CSS Corp

Rajiv Kuchhal

Rajiv Kuchhal

Investor & Mentor

Ashok Lalla

Ashok Lalla

Global Head, Digital Marketing
Infosys

Read Interview
Jatin Modi

Jatin Modi

Founder
FrogIdeas

Manish Bahl

Manish Bahl

Senior Director - Center for the Future of Work, Asia Pacific
Cognizant

Apurva Chamaria

Apurva Chamaria

AVP & Global Head of Brand & Digital Marketing,
HCL Technologies Ltd

Xavier Prabhu

Xavier Prabhu

CEO
PRHUB

Ashok Soota

Ashok Soota

Executive Chairman
Happiest Minds

Benedict Hayes

Benedict Hayes

Vice President - Strategy
iProspectCommunicate2

Hitu Chawla

Hitu Chawla

India Head - Enterprise Marketing
Microsoft

Mitul Mehta

Mitul Mehta

SVP & Global Head Marketing
Accelya Kale

Thennavan Subbiah

Thennavan Subbiah

Lead Global Offshore Partners
Adobe


Jury

Sumanta Ray

CMO,

Narayana Health

Vivek Prabhakar

Founder & CEO

Chumbak Designs
Malcolm Frank

K Ganesh

Founder

Portea Medical
Bijou Kurian

Bijou Kurian

Board Member
L Capital Asia


Awards

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  • Marketing Excellence in IT Awards - 2015

    The Marketing Excellence in IT Awards recognizes those campaigns that have stepped away from legacy tools to create marketing programs that define the future of marketing. Executives leading marketing at these companies will be recognized among their peers at the Marketing Excellence in IT Awards ceremony to be held at The Great Indian IT Marketing Summit at The Ritz Carlton, Bangalore on Tuesday, 10th February 2015. Please download the form here.

Sponsors

Knowledge Partner

Knowledge Partner

Co-host

Annual Partner

Marketing Partner

Annual Partner

Event Partner

Annual Partner

GIMS-IT 2015 - Venue: The Ritz Carlton, Bangalore
Date: Tuesday, 10th February 2015
Time: 8:30 a.m. - 7:30 p.m.

Contact us Sasha Menon at +91 9739895218 Amardeep Kaushal at +91 8050088863


Register Now!

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