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

  • Great Indian IT Marketing Summit & Awards 2016,
    Thursday, 4th February, 2016
    Time: 8:30 a.m. - 6:00 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

  • Ritz-Carlton,
    Residency Road, Bangalore.

  • Great Indian IT Marketing Summit & Awards 2016

  • Venue: Ritz-Carlton, Residency Road, Bangalore

  • Register Now!

Agenda

4th Annual Great Indian IT Marketing Summit & Awards

Theme: The Rise of the Chief Marketing Technologist

2016 glistens with promise. Technology and Marketing are working hand in hand resulting in newer and better ways of doing business. A new type of executive is rising at the core of this transformation - the chief marketing technologist, someone who sets a technology vision for marketing. Other industry trends such as ‘Building Customer Communities’, ‘How Marketers can increase Business Value’ and more will also be explored during the 4th Edition of the Annual Great Indian IT Marketing Summit. This conference builds upon the successful 2015 Great Indian IT Marketing Summit format, and is focused on the specific needs of the IT Marketing fraternity.


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  • TimeTopicSpeaker
    8.00am - 9.00amRegistration-
    9.00am - 9.30amWelcome-
    9.30am - 10.15amThe iBuyer : How has the buyer journey transformed? Sunder Sanrangan, CMO - Persistent Systems

    Lavanya Jayaram, CMO - Zensar

    Manideepa Dasgupta, CMO - Capgemini North America

    Sumit Virmani, VP & Head Marketing - Infosys

    Moderator : Julie Schwartz, Senior Vice President (Research & Thought Leadership) - ITSMA
    10.15am - 11.00amMoving Towards an Omnichannel Customer Experience

    This presentation will feature 2015 highlights from ITSMA’s popular research (now going on its 15th year!) around how B2B buyers consumer information and content during the purchase process for complex services and solutions

    With all of the marketing emphasis on web/SEO/online marketing, it’s easy to lose sigh of just how much B2B buyers rely on direct contact and face-to-face interaction. This recent study takes an omnichannel look at buyer’s use and preferences for various information sources and content throughout the sales cycle to help ensure a consistent customer experience. The discussion will also explore the different path buyers take when purchasing mature, transformational, and bleeding edge solutions and where and how they differ.
    Julie Schwartz, Senior Vice President (Research & Thought Leadership) - ITSMA

    Net Promoter® Certified Associate, Buyer Persona Certified Practitioner
    11.00am- 11.20am Demo SpotlightAnuj Vaid, Chief Sales & Marketing Officer - CMS IT Services
    11.20am- 11.45pm Pre-set 1-to-1s & Refreshments -
    11.45pm - 12.15pmShould Sports be in Your Marketing Plan?Apurva Chamaria, Head of Global Brand & Digital Marketing - HCL Technologies

    Poornima Couto, Head Brand & Marketing Communications - Wipro Technologies

    Vishal Jhunjhunwala, Head Corporate Brand - Tata Consultancy Services

    Moderator : Jessie Paul, CEO - Paul Writer
    12.15pm - 1.00pmCustomer Communities : Creating and engaging a powerful groupJyotsna Makkar, CMO - Microsoft

    Pratap TP, CMO & Co-founder - Qwikcilver Solutions

    Anand Narayanan, VP Marketing - Beroe Consulting

    Adarsh Pete, India Marketing Manager - Adobe Marketing Cloud

    Moderator : Jessie Paul, CEO - Paul Writer
    1:00pm - 2:30pm Masterclass by Julie Schwartz on ‘How To Use and Apply Buyer Personas’

    So you’ve heard about buyer personas and their increasing use but you are not sure how to develop and apply them. In this breakout session, we’ll provide an overview of buyer personas, how to develop them, and practical ways to use them to shape compelling value propositions to specific buyers. We’ll also discuss how the insights buyer personas provide, help develop and prioritize thought leadership and other content that feed into marketing campaigns and sales support and shape navigation on your website.
    Extended Lunch & Masterclass
    2.30pm - 2.45 pmLaunch of You are the Key - Unlocking Doors Through Social Selling Apurva Chamaria
    2.45pm - 3.30pmHow can Marketers increase Business Value Indraneel Ganguli, Global Head of Marketing - Tech Mahindra

    Srihari Palangala, Director & Head Marketing - EMC

    Sunder Madashira, Head Marketing - EdgeVerve

    Moderator : Jessie Paul, CEO - Paul Writer
    3.30pm - 3.50pmCoffee Break-
    3.50pm - 4.10pmResearch Presentation : State of the IT Marketing EcosystemPaul Writer
    4.15pm - 5.00pmMarketing in the Age of Digitisation Suresh Thomas, GM Marketing - Strategic Outsourcing Services

    Sarang Panchal, CEO - MRSS India

    Sumanta Ray, CMO - Narayana Health

    Moderator : Jessie Paul, CEO - Paul Writer
    5.30pm - 6.00pmRecognition Program-

Speakers

Jessie Paul

Jessie Paul

CEO
Paul Writer

Jyotsna Makkar

Jyotsna Makkar

CMO
Microsoft India

Julie Schwartz

Senior Vice President, Research and Thought Leadership
Net Promoter® Certified Associate, Buyer Persona Certified Practitioner

Read Interview...
Sumit Virmani

Sumit Virmani

Vice President & Head Marketing
Infosys

Sunder Sarangan

Sunder Sarangan

CMO
Persistent Systems

Apurva Chamaria

Apurva Chamaria

Head of Global Brand & Digital Marketing
HCL Tech

Read Interview...
Mani Dasgupta

Mani Dasgupta

VP, Chief Marketing Officer - North America
Capgemini

Sunder Madakshira

Sunder Madakshira

Head Marketing
EdgeVerve

Lavanya Jayaram

Lavanya Jayaram

CMO
Zensar Technologies

Indraneel Ganguli

Indraneel Ganguli

Global Head Marketing
Tech Mahindra

Poornima Couto

Poornima Couto

Head - Brand & Marketing Communications
Wipro Ltd.

Srihari Palangala

Srihari Palangala

Director and Head of Marketing
EMC

Anuj Vaid

ANUJ VAID

Chief Sales and Marketing Officer
CMS IT Services

Salil Godika

Salil Godika

Co-founder, Chief Strategy & Marketing Officer, Industry Group Head
Happiest Minds

Salil Godika

Vishal Jhunjhunwala

Head - Corporate Brand and Events
Tata Consultancy Services

Anand Narayanan

Anand Narayanan

Vice President and Head, Marketing
Beroe Inc

Pratap T P

Pratap T P

Co Founder - CMO
Woohoo Gifting App & Woohoo.in

Adarsh Pete

Adarsh Pete

India Marketing Manager - Adobe Marketing Cloud
Adobe


Attendees

ORGANIZATION TITLE
Aditi Litehouse Global Head
Adobe Director of Marketing
Aegis Ltd VP Marketing
Akamai Technologies Director - Field Marketing, Asia Pacific & Japan
Altimetrik Influeencer Marketing Executive
Aricent Director - Marketing
Arvato Region Head, South
Aspire Systems Director - Marketing
Mafoi Assistant VP
Aurionpro Solutions Sr. Vice President - Marketing
Beroe Consulting VP Marketing
Bristlecone Global Marketing
Capgemini Chief Marketing Officer, North America
Capgemini VP
IBC World NewsCEO
CIO India Chief Involvement Officer
CMO Axis Founder & CMO
CMS IT Services Chief Sales & Marketing Officer
Cognizant Director
CSS Corp Sr. Director - Brand & Marketing
Defiance Technologies GM Marketing & Communications
Dell Segment Marketing Lead
PR HubDirector & Head
Edge verve Global Marketing Lead
EdgeVerve Head Marketing
EMC Director and Head of Marketing
Fujitsu India Head Marketing
Furlenco Founder
Happiest Minds Associate Director & Head - Corporate Strategy & Marketing
Harman International Director-Marketing & Business Development
HCL Technologies Head of Global Brand & Digital Marketing
Hinduja Tech Head Marketing & Communication
IBM Social Engagement Leader
Infosys VP & Head Marketing
Infosys BPO Marketing Head
ITSMA Director Strategic Services
ITSMA SVP (Research & Thought Leadership)
Janalakshmi Financial Services VP & Head - Digital Marketing
KPoint Technologies Marketing Consultant
L&T Technology Services Head - Marketing & Analyst Relations
LinkedIn Director Marketing, APAC
Livestream Technologies COO
Microsoft CMO
Mindtree Senior Director of Marketing
Moonraft Innovation Labs Director Sales
Mphasis Head, External Communications
MRSS India Chief Executive Officer
netCORE Solutions VP
Opteamix VP Marketing
Pentaur Associate Director Marketing
Qwikcliver Solutions CMO & Co-founder
salesforce.com Country Marketing Manager
SapientNitro Vice President & Global Practice Lead for Systems Integration
Strategic Outsourcing Head Marketing Services
Tally Solutions Global Head Marketing
Tata Elxsi Limited VP-Marketing, Embedded Product Design
TCS Head Corporate Brand
Tech Mahindra Global Head Marketing
Value Labs VP Marketing
Yorke Communications CEO
Zensar Technologies CMO


Jury

Deepika Sabharwal Tewari

GM, Marketing, Jewellery Division
Titan Company Ltd.

Malcolm Frank

Suresh Thomas

Head Marketing Services
Strategic Marketing Services

Simi	Sabhaney

Simi Sabhaney

CEO
Dentsu Communications

Sumanta	Ray

Sumanta Ray

CMO
Narayana Health

Sarang Panchal

Sarang Panchal

CEO
MRSS India


Winners

Marketing Excellence in IT Awards - 2016

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 during the Great Indian IT Marketing Summit on 4th February, 2016.


CATEGORY  WINNER
Agency of the year-Harman Litehouse
Marketer of the year-Apurva Chamaria
Marketing Team of the year-Dell India
Customer Acquisition-HCL Technologies, Akamai Technologies
Customer Retention-Microsoft India, Wipro
Digital Media-Tata Consultancy Services, HCL Technologies
Customer Community-Dell India, Tech Mahindra
Sustainability & CSR-HCL Technologies, CSS Corp
Channel/Partner Marketing-SAP, Tally Solutions

Sponsors

Knowledge Partner

Knowledge Partner

Co-host

Annual Partner

Marketing Partner

Annual Partner

Contact us Sasha Menon at +91 9739895218 Vishak Kashyap at +91 9035303444


Register Now!

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