Ep 5 : Navin Rammohan, Vice President, Infosys, London On 5 Top Global Technology Trends, Account Based Marketing, Reimagining Sports Sponsorships & Events Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders

Navin Rammohan is Vice President, Segment Head Marketing at Infosys. The conversation starts off with 5 Key Tech Trends enumerated by thought leader Navin Rammohan

1. Consumerisation of User Experience
2. Adoption of Cloud
3. Cyber Security
4. Open Source technology
5. Modernization of Core Applications

Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. 

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The conversation  dwells on Infosys approach to B2B Marketing and the role of digital marketing. In the last decade or so the company realised that Infosys does not have high brand recall when compared to Top Global IT service providers. Besides instead of merely talking to CIOs, it became important that Infosys talked to all the CXOs, since a large part of IT related spends were made by CMO, CSO etc.  



Navin also explains how Account Based Marketing has become the new buzzword in B2B marketing. He outlines how Infosys is looking at its ABM approach. . He believes that this is a much more effective approach, wherein the marketeers look at an important account as one market. He stresses on the need of sales and marketing  to get aligned in order for ABM to be truly effective. Navin outlines some of the characteristics of a good ABM approach. He explains that this requires for great deal of customization and how even Infosys website is customised to different accounts and displays what will be relevant to them. 



Navin then dwells on using events and sponsorships to drive brand awareness and recall. He outlines the unique and innovative ways in which Infosys has developed a 'true partnership'  with Grand Slam Tennis.  He explains how Infosys chose tennis over other games, since it was popular in its relevant markets and  had tournaments running all year round. Infosys also believed could that technology could actually impact the experience of consuming tennis.  Unlike regular sponsorships Infosys doesn't just slap our logo on the tennis tournaments.Infosys has used is as an experiential marketing exercise, wherein they use the work they have done with tennis consumption and analytics as a way to showcase what is possible with data analytics and AI. Clients can see that the Infosys partnerships have truly changed the way Tennis is consumed.