Consistent Branding and Agility in
B2B Marketing to Drive Growth
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What you'll discover
when watching Aruna's story
- In multi-division organizations, communication and understanding among teams are critical elements to maximize company successes.
- Metrics are important in marketing but should be simple and actionable, and their trends should tell a story.
- Content should be repurposed and tailored to the customer's stage in the buying journey and the depth of the relationship with the company.
- Branding is crucial for recognition and businesses must demonstrate their brand consistency. Brand policing is also important, as long as it is not extremely restrictive or a bottleneck for productivity.
- Product marketing is key in a multi-division company to align offerings under the corporate umbrella and to optimize sales within and between the divisions.
- Market research and segmentation help identify, prioritize, and differentiate growth opportunities and customer needs.
- Sales, marketing, and product teams need to collaborate closely, share challenges, and equip each other with the right tools to succeed.
Meet Aruna Inalsingh - Director - Marketing & Partner Channel @ GSI
Aruna Inalsingh is the Director of Marketing at GSI, an IT Services and IT Consulting company that specializes in providing a broad spectrum of business, functional, and technical consulting services.
Aruna is a senior and experienced leader. She has a diverse professional background, which began in engineering before moving into inside sales, technical support, customer service, and eventually marketing. Moreover, she has held leadership roles for companies in different industries.
At GSI, Aruna is focused on integrating marketing efforts across their four lines of business. She ensures customer focus by building supportive organizational designs, cultures, offerings, and services.
Aruna emphasizes the importance of metrics that are simple, actionable, and tell a trending story. She believes the key to success is finding the balance between consistent branding and getting business done.
She is working to improve communication and resource sharing between teams, implement better analytics to understand lead sources and ROI, and to evolve the GSI brand.
Check out Aruna Inalsingh's thoughts on content marketing!
When it comes to creating engagement using marketing, Adam shares:
"This is at the epicentre of marketing. There is no cookie cutter way to create engagement, it is trial and error. Great marketers fail a lot. We A/B test even the greatest campaign because it can be the smallest thing that drives that extra 1%."
She also shares about how to keep your brand fresh over time:
"Be relevant to the consumer at all times. If you understand what the consumer needs you'll always appear fresh. When you communicate a message that is targeted and relevant you'll get an engaged consumer that identifies with your brand."
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