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BW Businessworld

Lessons In Marketing for Tech Entrepreneurship

Experts discuss various patterns of marketing for tech entrepreneurs

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For Tech entrepreneurs, those who operate both in the B2B (Business-to-Business) and B2C (Business-to-consumer) segments, the biggest challenge includes 'generating new leads' include engaging targeted prospects and finding those that convert. So how is the tech entrepreneurship differentiate in cases arising in B2B and B2C? Jasleen Kaur Gumber, Head – Marketing, Benetton Group India, Myanmar, the answer is straight forward. "For B2B chain, when you are providing technology, it will be a foundation on which other decisions will be framed,” she said participating in a panel discussion on tech entrepreneurship and technology. 

 

“For any B2B campaign, it is critical to focus on four criteria while targeting one’s consumers: who to target, where to target, why to target, when is the right time to target," said Deepa Sayal, CEO and Co-Founder, ADG Online Solution. “In B2B segment, account-based marketing is very important,” she added. 

 

Aruna Jathar, Director, Marketing and Operations, RCI offered another take. “In B2B, consumer – whatever he/she decides – is final; whereas, for B2C, the decision-making affects a lot of elements and the gestation period is much higher,” she said. 

 

But whatever may be the scenario, the panelist agreed on one point: that the importance of the brand is critical in all forms of marketing, be it B2B or B2C. 


Clarifying the role of brand in marketing, Deepshikha Vasishta, Global Marketing Director, Castrol emphasized that a lot of times, especially in the beginning, entrepreneur as a person and the business itself is what that makes for a brand. “Overtime if the business scales up then the values are built-in and thus becomes a brand,” Vasishta said.

 

What can beginner tech entrepreneurs do to make the best of his/her business? Jathar said, “Tech entrepreneurs should capitalize on the funds and people who can get support from in their journey.” She further stated the role of tech influencers and how they are important in the tech entrepreneurial journey. “Tech influencers could be someone who has a blog, newspaper or any platform where an entrepreneur could market his/her product. Because influencers standing, others are willing to help entrepreneurs and work in close relationships,” Jathar said. 

 

Vasishta said a tech entrepreneur needs to understand what the need for the product is that is being provided and what pain-point(s) are being addressed.



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