Best Practices on product innovation with Marketing Technology

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.

Picture of Abhishek Gupta 

Abhishek Gupta 

Abhishek Gupta is an accomplished marketing professional with over 16 years of experience in sales & marketing in both Retail and Financial services. He is currently Senior Vice President and Head – Marketing at Edelweiss Financial Services.

He was previously worked with The Mobile Store Ltd (Essar Group) as CMO where he led the marketing function and was a member of the senior leadership of the company. He has also worked with Wal-Mart India as General Manager – Marketing.  Abhishek has been honoured as one of the 25 Most Outstanding Marketing Professionals of India by the World Brand Congress and CMO council of Asia in 2013-2014.