From Legacy to Cutting-Edge: India's MarTech Journey

  • 19 May 2023 | 50min Podcast

Full video Podcast


Join Ankur Gattani in the 10th episode of The State of Retention Marketing as he engages in a thought-provoking conversation with Apoorv Sood, VP – Global Business Development & Partnerships at WebEngage.

In this episode, Ankur and Apoorv explore the evolution of the retention marketing ecosystem in India over the past eight years. They discuss how legacy businesses’ views have transformed regarding MarTech tools, emphasizing the changing landscape and the need for adaptability in this rapidly evolving industry.

Apoorv sheds light on the strategies that have proven effective in seamlessly integrating both worlds, highlighting the importance of a holistic approach in achieving retention marketing success.

Rethinking organizational roles and optimization for problem-solving is another key theme explored. Apoorv shares valuable insights on how organizations can reimagine their roles and structures to enhance problem-solving capabilities, driving greater success in their MarTech initiatives.

The conversation then delves into the digital expertise gap and why CMOs often rely on Chief Digital Officers (CDOs) to navigate the intricate landscape of online business. Apoorv provides insights into the role of CDOs and the importance of bridging the expertise gap to stay competitive in the digital age.

Furthermore, they dive into the evolution of consumer confidence in new-age tools, transitioning from a DIY approach to customization. The discussion explores the factors driving this shift and how organizations can leverage consumer confidence to drive better retention marketing outcomes.

Ankur and Apoorv wrap up the episode by discussing how to navigate talent supply and value delivery in MarTech. They share insights and strategies for effectively attracting, retaining, and leveraging top talent to drive innovation and success in the MarTech space.

The episode concludes with a deep dive into the impact of the COVID-19 pandemic on organizations, which catapulted them into a digitized world despite the challenges. They reflect on the lessons learned during this transformative period and the long-term implications for retention marketing strategies.

Uncover business insights from the
world’s people leaders