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Episode 10

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.

50 mins | 19 May, 2023

About the episode

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.

Navigate through the chapters

00:00

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Introduction

01:35

-

Evolution of Retention Marketing in India: Last 8 Years

05:37

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Legacy Businesses' Changing Views on MarTech Tools

09:57

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Unifying Offline and Online Strategies' Efficacy

15:09

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Reliance on Technology and Tools for Automation

17:16

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Rethinking Organizational Roles for Problem Solving

21:55

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Impact of OKRs and Project Management in Corporations

24:17

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Digital Expertise Gap: CMOs Relying on CDOs

25:31

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Rise of MarTech Startups: Changing Software Adoption

29:06

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Navigating Product Overlaps and Costs Smartly

31:37

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Embracing Point Solutions for Better MarTech

33:44

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From DIY to Customization: Consumer Confidence

35:27

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Age of Agility, Integration & Course Correctio

37:42

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Navigating Talent Supply and Value Delivery in MarTech

45:24

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COVID-19: Organizations in a Digitized World

51:23

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Longevity Lessons Learned During the Pandemic

About the speaker

Apoorv Sood

VP – Global Business Development & Partnerships, WebEngage

Apoorv Sood, the VP – Global Business Development & Partnerships at WebEngage, brings a wealth of experience in Software, SAAS, MarTech, and Digital Advertising/Media. With a deep understanding of market dynamics and customer value creation, he has witnessed the transformative journey of MarTech in India over the past 8 years. He advocates for the effectiveness of point solutions and emphasizes the importance of agility, drawing valuable lessons from leaders’ pandemic-induced mistakes. Apoorv’s commitment to the startup ecosystem is evident through his investments and mentorship, contributing to the growth and innovation of emerging ventures.

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