In this discussion with Santosh Abraham, Lead Analyst at Research NXT, Kamini talks about the difference in the adoption pattern of Marketing Automation in Indian markets vs. US markets. India is now at the stage where US was 3 years ago. This is soon going to be the year of “early majority” for MAS in India. Kamini explains why the features of a MAS solution intended for B2C companies would differ from the features of automation solutions utilized by B2B players. She also answers a very pertinent question relevant to almost all B2C marketers in India – do we need a customized marketing automation solution tailored to suit our specific requirements, or can global MAS software fill the gap?