In this discussion with Santosh Abraham, Lead Analyst at Research NXT, Abhishek elaborates on how he is managing marketing in a 21 year old innovative financial company. He explains how he has divided the total target customers into different categories on the basis of demography and behaviour. He shares the tools which he has adopted in his marketing strategy and the challenges he faced while implementing it. During the course of discussion Abhishek emphasised on the need of enrichment of data and unified view of the customer. He strongly feels there is a need of learning and development at the senior level of marketing. He also shared the best practices which all marketers should know before implementing Marketing Automation in their organisations.