For Wipro, one of the torch-bearers of the IT revolution in the country, the focus of business is primarily B2B, but changing times have meant that marketing today plays a key role, even aiding the sales force. Sarika Naik, General Manager & Global Head of Marketing - Infrastructure Services at Wipro Infotech, tells us about the role B2B marketing plays today and why partnering the client is the way forward
For long, business-to-business marketing was not seen to be as distinct from consumer markets. However, this perception has changed over the years and now it is an accepted fact that there is a difference between consumer and B2B marketing. B2B marketing is today seen as a separate unique discipline and B2B marketers use their techniques different to consumer markets to overcome challenges. Simply put, B2B marketing involves solving business requirements for clients and the products made by the clients are most likely to be used by consumers in the end. With the advent of the IT revolution and many Indian IT companies making their presence felt both internationally and domestically, B2B marketing, particularly in the IT sector, has gained prominence.
For years, marketing in the IT industry was seen as a latent function, with sales taking a lead position. However, marketing has evolved in contemporary times to a permutation of aggressive strategies and tactics. This has ensured that marketing is now being noticed not just internally within the company, but by clients as well. According to Sarika Naik, General Manager & Global Head of Marketing - Infrastructure Services at Wipro Infotech, “Compared to B2C, the approach adopted by marketing in IT services is more subtle. In IT services, there is a concerted effort to deepen relationships with the influencer community and leveraging thought leadership to win global transformational deals. A key objective is to position organizations like ours as a go-to partner for CXOs.”
Elaborating on this, Naik says that in the B2B structure, marketing has business relevance when it enables the business to move closer to sales and thus customer inputs and research are of prime importance. On its part, Wipro Infotech has consciously adopted “outside-in approach”. Naik adds, “We focus on what the customer’s challenges are and the trends driving the customer’s industry landscape which may or may not have a direct implication on IT and then work together to address these challenges. It could be a strategic one where a customer would like to enter a market in record time or a tactical one of increasing their operational efficiency.”
In addition, Wipro Infotech also assesses customer satisfaction through various forums like quarterly and annual pulse surveys. This helps marketers to have first-hand information from the market and develop appropriate strategies and seize the advantage.
As the effectiveness of a marketing practice is measured by the benefit it delivers to business, Wipro Infotech has put in place a series of high impact business initiatives. For example, its Thought Leadership reports are well researched vertical-specific studies backed by insights from reputed third-party analysts that provide a long term vision platform on which a holistic sales pitch can be built and gives the go-to-market teams a distinct edge over competition. The company also actively participates in leading industry events and reports and showcases its offerings. Another initiative undertaken is the use of advanced analytics for personal marketing across relevant social platforms. Marketing also plays an important role at the deal intervention stage by empowering the sales team with high-impact multi-media communications that demonstrate the company’s domain expertise.
Naik says that client relationships are crucial at Wipro Infotech and adds, “At Wipro, we want to develop long-lasting relationships with our customers that see us as a partner or a stakeholder in their journey. Our solutions are aligned to the customer’s business goals. Our outcome based and gain-sharing models ensure a mutually fulfilling engagement with our customers built on a strong foundation of trust and respect.”
Naik believes that Wipro Infotech’s strongest differentiation comes from the wisdom - Strategy is as much about not doing certain things as doing the other things right. With marketing also playing a role in developing long-lasting relationships with customers and stakeholders, all energy is focused on campaigns related to thought leadership, influencer relationships and focused customer engagement programmes. The company also leverages cutting edge marketing tools and communication channels that enable it to deliver its message with the highest business relevance.
Looking ahead, Naik says that newer marketing initiatives - both strategic and tactical - are on the anvil, which will be deployed across geographies and industries with the aim to enable industry leading growth. The company has also set its targets high. Says Naik, “Our aim is to be among the top three IT service providers consideration set every time a CIO has an IT-based requirement. And that I feel is both a challenge and an opportunity. The opportunity is to be seen as a globally competitive player that is known for its transformational partnership with its clients and helps them do business better.”
Marketing Tip
Be business relevant. Marketers should always have an eye on business priorities. Marketing provides creative scope coupled with multiple options or means to achieve a particular end and as a result, often the focus of marketers drifts towards leveraging a new innovation or new channel rather than analyzing the business benefit that the initiative could achieve. New innovations or initiatives should be assessed on relevant business parameters and thoroughly checked to confirm if it is helping them inch closer to the finish line.
ABOUT WIPRO INFOTECH
Wipro Infotech is a leading manufacturer of computer hardware and provider of IT services in India and the Middle East region. Part of Wipro Ltd, a $6.98 billion conglomerate and global leader in technology enabled solutions, the company leverages on the parent's philosophy of 'Applying Thought' to enable business results by being a transformation catalyst.
It is backed by strong quality processes and rich experience of managing global clients across various business verticals, helping clients to align IT strategies to their business goals. From simple changes in process to innovative solutions, customers are guided to harness the power of IT to achieve profitable growth, market leadership, customer delight and sustainability. Wipro Infotech also supports hardware and IT infrastructure needs. The company’s IT services portfolio includes consulting, systems integration, application development and maintenance, technology infrastructure services, package implementation and R&D services, among others. Wipro Infotech has offices across India, and operations in the Middle East. It also has a joint venture with DAR Al Riyadh Group in Saudi Arabia.
