The Evolving Landscape of B2B Marketing: Insights by Sumiit Zawar, VP of Marketing at Route Mobile
The marketing world is constantly evolving, driven by emerging technologies, changing consumer behaviors, and shifting market dynamics. In the realm of B2B marketing, where precision and strategic approaches are paramount, staying ahead of the curve is essential. To gain insights into the challenges and opportunities faced by B2B marketers today, explore the conversation of Rishabh Shekhar, Co-founder and COO of Pepper Content, with Sumiit Zawar, VP of Marketing at Route Mobile and a seasoned marketing professional with over 15 years of experience.
In this interview, we delve into Sumiit's journey through the world of marketing, his insights on the role of technology, the significance of content, and the future of B2B marketing. Sumiit's rich experience and perspectives offer valuable guidance for those entering the field and seasoned marketers looking to adapt to the ever-changing landscape.
1. Sumiit, can you share your journey in the marketing field and how you arrived at your current role at Route Mobile?
My marketing journey began over 15 years ago when I started with an IT services company called USD. I initially worked in the corporate communications team. Over the years, I explored various facets of marketing and communications, working with renowned brands like Cognizant and Tata Communications. I also ventured into the startup world within the ed tech industry, focusing on financial literacy.
In recent years, I transitioned into the digital marketing realm, heading digital marketing for an IT organization before joining Route Mobile. Route Mobile is a leading player in CPaaS (Communications Platform as a Service), specializing in enabling enterprises with various communication platforms like WhatsApp, email, Viber, and more. We facilitate seamless communication for enterprises and handle tasks like OTP delivery efficiently.
2. In the complex world of B2B marketing, what does marketing mean to you, and how does Route Mobile approach it?
B2B marketing is a dynamic field, especially given the rapid evolution of CPaaS, particularly after the pandemic. Our primary focus at Route Mobile is on educating customers about the various communication platforms available and how they can be tailored to address specific use cases in different industries. Whether it's government, BFSI, retail, or e-commerce, CPaaS is becoming indispensable for improving customer engagement and fostering two-way communication.
We aim to help organizations leverage these platforms effectively by offering a range of capabilities, including conversational bots, payment solutions, and more. For us, marketing is about reaching out to global enterprises, understanding their unique use cases, and demonstrating how our solutions can meet their needs.
3. B2B marketing is often seen as less glamorous than B2C marketing. How do you make B2B marketing engaging and impactful?
B2B marketing might not have the glitz of B2C, but it offers exciting opportunities. At Route Mobile, we've successfully hosted large-scale events, such as our recent CPaaS event, with 400 attendees from diverse enterprises. We partnered with CNBC and featured speakers from major banks and B2B and B2C brands.
These events allow us to directly engage with our target audience, showcasing our expertise and creating a positive impression. Additionally, precision targeting and personalization are crucial in B2B marketing. Building relationships with independent consultants with strong networks has also been effective for us in cracking deals and gaining access to desired organizations.
4. The importance of influencer marketing has grown in recent years. Have you leveraged influencer marketing in your marketing strategies, and if so, how?
We have utilized influencer marketing, particularly by collaborating with independent consultants with extensive networks and strong industry influence. These consultants can vouch for our solutions and help build trust among potential customers.
In B2B, trust is a significant factor due to the substantial ticket sizes involved in deals. When someone with credibility recommends your product or service, it can open doors and influence buying decisions positively.
5. Content creation and distribution are essential in B2B marketing. How does Route Mobile approach content, and what role does it play in your marketing strategy?
"Content is a silent fighter in marketing. It's not just about creating content; it's about creating valuable, discoverable, and engaging content."
We start by ensuring that our content is helpful to the audience. Whether it's blog posts, whitepapers, or videos, we aim to provide insights and solutions that address the pain points of our target customers.
Moreover, we focus on making our content discoverable through various channels, including search engines. We understand that customers often begin their discovery process through online searches, and we want to be the source they trust. Building an engaged audience through newsletters and other channels is crucial for us. Our existing audience can amplify our content's reach and effectiveness.
6. With emerging technologies like AI and GPT-3, how do you see them impacting the field of B2B marketing? Are you currently using these technologies, and if so, how?
AI and technologies like GPT-3 are transforming marketing but aren't replacing marketers. These tools enhance our capabilities. We've experimented with AI-powered content generation, like chat GPT, for efficiency in content creation. However, we've learned that while AI can generate content, human intervention is crucial to refine and tailor it to our audience's needs.
These tools can be especially useful for quick responses and automating certain tasks, but they won't replace the human element in marketing. Instead, they empower marketers to focus on strategy, creativity, and building relationships.
7. Content distribution is a challenge in today's crowded digital landscape. What strategies does Route Mobile employ to distribute its content effectively?
Content distribution is critical, and we approach it strategically. We have our pillar content that serves as the core of our messaging. We then leverage various distribution channels, including email marketing, social media, and paid advertising, to promote this content to a wider audience.
However, we emphasize the importance of building and nurturing our audience. Our newsletter subscribers and engaged customers are invaluable. They trust us and are more likely to share and engage with our content. So, we continually work on building a strong, loyal audience base.
8. What advice do you have for aspiring marketers entering the field today, given the evolving landscape and technology's role in marketing?
My advice to newcomers in the marketing field is to focus on fundamentals. While technology and platforms evolve, the core principles of effective communication and understanding your audience remain constant. Learn how to convey your message effectively and adapt to new platforms and tools, but never lose sight of the basics.
Embrace change, as it's inevitable in marketing. Stay curious and open to learning as the industry will continue to evolve. Remember that AI won't replace you; you'll be replaced by someone who knows how to use AI. So, keep growing and adapting to thrive in the dynamic marketing world.
9. Could you share an example of a successful B2B marketing campaign or initiative that Route Mobile executed? What strategies did you employ, and what were the results?
Certainly. One notable success was our recent CPaaS event, which gathered 400 attendees from various enterprises. We partnered with CNBC, featured industry-leading speakers, and engaged in panel discussions. Our strategy included precision targeting to reach our target audience, and we focused on creating a compelling event experience. The results were significant. We not only showcased our expertise but also generated substantial interest and engagement. Several deals and partnerships were initiated as a direct result of this event, making it a remarkable success in our B2B marketing journey.
"In the B2B world, you don't look to go mass, but even when you're doing something with precision, you can still do it at scale."
10. In the ever-evolving world of marketing, what emerging trends or technologies do you foresee significantly impacting B2B marketing in the next few years? How is Route Mobile preparing for these changes?
We anticipate that AI and automation will continue to play a pivotal role in B2B marketing, particularly in personalization and customer engagement. We're also closely monitoring the evolution of communication channels and how businesses engage with their customers. Route Mobile is proactively investing in AI-powered tools to enhance our marketing efforts. Additionally, we are continually researching and adapting to emerging trends, ensuring that our strategies remain at the forefront of B2B marketing to meet the evolving needs of our customers.
11. Could you share insights on how Route Mobile manages its customer data and ensures data privacy, especially when dealing with communication platforms like WhatsApp and email in the B2B context?
Data privacy is paramount in B2B marketing, especially with communication platforms. At Route Mobile, we adhere to strict data privacy regulations and follow industry best practices. We employ encryption, access controls, and secure data storage to safeguard customer data. Additionally, our partnerships with communication platforms like WhatsApp involve compliance with their data protection requirements. We prioritize transparency in data handling, ensuring our customers can trust us with their sensitive information.
12. With the growing emphasis on customer experience in B2B, how does Route Mobile help enterprises improve customer engagement and foster two-way communication?
Customer experience is central to our mission. We enable enterprises to enhance customer engagement through multiple communication channels, including WhatsApp, email, and more. Our solutions facilitate two-way conversations, allowing enterprises to interact with their customers in real-time. We provide tools like conversational bots and payment solutions to streamline interactions. Route Mobile empowers businesses to create seamless, responsive customer experiences, ultimately strengthening customer relationships and improving overall satisfaction.
"Every touchpoint that a company has with its prospect or customer needs to leave a wow effect, creating an amazing customer experience."
