Boosting efficiency through automation – How Indian marketers are achieving scale
The 2023 edition of CMOs’ Charcha - Bengaluru Chapter, presented by NewsFirst Kannada and hosted by Adgully, brought together marketing thought leaders, professionals, and innovators, all under one roof for a day of unparalleled insights, networking, and collaboration. The theme this year was ‘Marketers’ Blueprint: Embrace Automation, Inclusivity, and Sustainability’. As the theme suggests, the whole ‘charcha’ encapsulated the marketing industry’s quest to adapt, connect, and thrive in an ever-evolving landscape. It dealt with the current growing needs of the marketing industry, especially with the dependence of the market on automation and inclusivity for reaching out to maximum and diverse audiences.
CMOs’ Charcha - Bengaluru Chapter 2023 saw an interesting panel discussion on ‘Automation Effeciency’, which was chaired by Senthil Kumar Hariram, Vice President, Marketing, Neil Patel Digital, India. The esteemed panelists included:
Nitin Virmani, Marketing Head, WiseX
Hitarth Saini, Head Of Marketing, Freo
Chetan Sharma, Vice President, Pin Click
Commencing the discussions, Senthil Kumar Hariram asked the panelists how brands have boosted their efficiency with automation.
Nitin Virmani responded by saying, “Good part of getting your hands dirty in the beginning is that you appreciate the value of tools that makes your work easier. I can truly say with confidence that automation tools have been successful deployed by our company. If not hundred per cent, then 50-60% of the work has become easier. Now, we can channelise our energies in other meaningful works that require more insights and intelligence. From interns to CEO, everyone is depending on automations for Tracking, Analytics, Performance Marketing, Lead generations, nurturing leads and so on. As WiseX is a brand started during the pandemic time, I can vouch that it is all due to the help of AI, automation etc that we have been able to scale-up to a profitable business in a short time.”
Hitarth Saini added here, “Automation is very essential in today’s world for any marketer belonging to a big or small set-up. Freo, being a small set-up, we always had to multi-task, but with automation, things get done easily. In my opinion, for any kind of marketer, we need to have a CRM in system, which helps to control across businesses internally and also keep communication layers in check. It gives marketers the freedom to select which campaign will be best suitable and deploy accordingly. With CRM in place, we can use mobile tracking application etc. We can get information from all channels, whether organic or vernacular clients and send them re-targeting campaign mails or messages to retain them.”
Sharing his thoughts, Chetan Sharma said, “My take on it, being from real-estate, is that we get so many leads, so nurturing them would have been impossible without automation. We have employed automation in two parts. One is nurturing the leads and other is taking care of its audits. Artificial Intelligence helps us doing audits without biases. With automation, the best part is that we actually get to know how many leads we have got, though not the exact numbers but we get to know the right kind of customers we want, eliminating the biases.” Talking about the other part, that is, Nurturing, Sharma said, “Now-a-days consumers share all their details. With automation asking the right questions, and then mapping it up with our CRM, we get to know the target details. This helps in bringing down the length of the funnel, like work that would have taken 1 week will be done within 48 to 72 hours, all thanks to automation.”
Speaking about Neil Patel Digital, Senthil Kumar Hariram said, “At Neil Patel Digital, we take the help of automation for generating leads, sending e-mails, Whatsapp marketing, etc. However, I have seen that it is ‘Personalisation’ in automation that really brings about 60% more consumers to us.”
These are edited excerpts. For the complete panel discussion, please watch below:
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