The Growth Genius - Business & Marketing Podcast

In this episode of The Growth Genius, we have Stratabeat’s Founder & CEO, Tom Shapiro to talk about the role of creative and lateral thinking in the marketing and how businesses can use it to their advantage. Tom will be hosted by Infidigit’s Country Director - Americas, Shelly Singh.

About Tom:

Tom is the CEO of Stratabeat, a B2B marketing agency specializing in SEO, content development, digital PR, and web design. Through his career, Tom’s clients have included market leaders such as Intel, GE, and AT&T. Previously, Shapiro was the Director of Digital Strategy at iProspect.

During his five years at the agency, the number of employees grew from 85 to 700+. With a passion for neuroscience and behavioral science, Shapiro’s insights have been published in Chief Marketer, CMO.com, CNN.com, Forbes, and MarketingProfs. Shapiro is the author of the books “Rethink Lead Generation: Advanced Strategies to Generate More Leads for Your Business” and “Rethink Your Marketing: 7 Strategies to Unleash Revenue Growth.”

About the Topic:

Creative and lateral thinking are important skills in marketing. Lateral thinking, invented by Edward de Bono, is a type of messy thinking that is different from the logical thinking most people use today. It involves expanding your thinking to find new solutions. Lateral thinking can be used to turn a product weakness into a strength by emphasizing a different point of view. Creative thinking can be triggered by different techniques and is an effective method for generating new ideas and testing them in new environments.

Tom also sheds light on how marketing has evolved over the past few decades and why brining creative and lateral thinking to the table is more than important in this digital age. He also shares his view on why marketers need to create new marketing practices rather than following the textbook knowledge about marketing. Tom has also shared some techniques that marketers can use to become more creative and innovative.

While speaking with Shelly, Tom also shares case study of Salesforce on how they used behavioral science to beat their competition in the market. Along with it, he has explained how neurorscience and behavioral science works with SEO.

Learn about the importance of Direct-to-Consumer (D2C) eCommerce marketing in today’s episode of The Growth Genius series. Join Infidigit’s Country Director - Americas, Shelly Singh, as she delves deeper into the topic with today’s Genius Mugdha Hedaoo, the Founder & CEO of GoPlay Cosmetics.

Mugdha’s career spans B2B SaaS and D2C eCommerce businesses. She has worked with high-performing marketing teams in agile, data-driven environments and markets the products globally. Having worked with MNCs and startups at the grassroots levels, she has developed a unique perspective on building strong data-centered GTM strategies to align with product roadmaps and overall brand vision. Since she has bootstrapped her own DTC eCommerce brand, GoPlay Cosmetics, she will share her industry learnings in today’s episode.

D2C eCommerce marketing is the strategy and tactics used by a company to promote and sell its products directly to consumers through an online storefront or website, bypassing traditional brick-and-mortar retail channels. This approach gives companies more control over their brand, customer experience, and profit margins. D2C ecommerce marketing can include tactics such as social media advertising, email marketing, influencer partnerships, and search engine optimization.

While talking about building GoPlay Cosmetics, she shares insights into the challenges D2C brands might face climbing the success ladder. She talks about how to formulate and execute go-to marketing strategies for businesses successfully. Mugdha also highlights the three critical pillars that define success in D2C eCommerce marketing.

Getting candid with Mugdha, Shelly also discusses the things Mugdha and GoPlay Cosmetics could’ve done differently to grow the business. They talk about churning quality content via influencer marketing and growing cosmetics brand with the help of crowdfunding websites like Kickstarter. Mugdha has also shared insights into omnichannel marketing and the trends she sees in D2C eCommerce marketing.

In this episode of The Growth Genius, Infidigit's Country Director - Americas, Shelly Singh discusses the importance of B2B (business-to-business) marketing with eMarketing Strategy’s President Ruth Stevens. She will share some major insights into adapting top B2B marketing for business success.  About the Guest: Ruth practices consulting to assess clients’ current marketing programs and guide them on taking their game to the next level. She specializes in business markets, sales lead generation, and account penetration strategies.   

About the Video: B2B marketing promotes products or services to other businesses rather than individual consumers. It is an essential aspect of any business that wants to grow and thrive. It allows companies to establish and maintain relationships with other businesses, increasing sales, revenue, and long-term success.   We will cover different strategies and tactics that can be used in B2B marketing, as well as the key benefits of utilizing a B2B marketing approach. Whether you're a small startup or a large corporation, understanding the importance of B2B marketing is crucial for achieving your business goals.  

In the conversation, Ruth shares some insightful information on the latest trends in B2B marketing that marketers should consider for promoting their products and services. She also talks about whether marketers are seeing the death of traditional sales techniques with the advent of digital marketing.   

Ruth also talks about the important role SEO plays in B2B marketing and how businesses can leverage and grow organically more than just with paid ads. Additionally, she discusses the future of B2B marketing and the lessons that marketers should adopt to grow in the industry.

In this episode of The Growth Genius, we have Lifestyle Stores’ Sr VP & Head E-Commerce, Srinivas Rao, with whom we will talk about the emergence of e-commerce in offline retail brands.   

About The Genius: Srinivas has over 20 years of experience in Sales and Marketing across FMCG, Consumer Durables and Retail industries, including 16+ years at Lifestyle – India’s most preferred fashion destination. He is an integral part of Lifestyle’s growth, contributing immensely in establishing Lifestyle as a youthful brand in the country besides building several brands such as Ginger, Forca and Melange among others. He has keen interest in consumer behavior, data analytics and the intricate nuances of content marketing. He is an avid traveler and a keen marathon runner.  

About The Topic: As more consumers shift to online shopping, traditional brick-and-mortar stores are adapting by incorporating digital technologies and platforms into their business models. We discuss the benefits and challenges of this transition and examine some examples of successful e-commerce integration by offline retail brands. From omnichannel strategy to increasing online presence, this video will provide insight into how offline retail is evolving in the digital age.  

The emergence of e-commerce in offline retail brands is a trend that has been on the rise in recent years. As more consumers turn to the internet for their shopping needs, offline retail stores are looking for ways to adapt and stay competitive. This transition has brought about many changes to the way brick-and-mortar stores operate, such as the integration of digital technologies and the use of online platforms to sell products.   

The emergence of e-commerce in offline retail also allows for a new omnichannel strategy, where consumers can buy online and pick-up in-store. As a result of this trend, we are starting to see the blurring of lines between online and offline retail, which is changing the retail landscape as we know it. This video will explore the many benefits of e-commerce integration and the challenges that come with it, as well as the real-life examples of successful offline retail brands that have embraced e-commerce.

Enjoy the video experience here: https://youtu.be/gv8C6IjK6wE

In today’s The Growth Genius episode, we have Parle Products’ Sr. Category Head - Marketing, Krishnarao Buddha, who will share the successful marketing story behind the popularity of Parle products in the Indian market and some of his marketing tips for new and upcoming brands.

With over 27 years of marketing experience, Krishnarao has a wealth of knowledge and expertise. His passion for turning around ailing brands and creating new and profitable ones has become his passion. He has been heading Parle Products' snacking, confectionery, cakes & rusk brands since 2001.

Parle is an Indian confectionery and biscuit brand that has been around for over 90 years. Marketing strategies are a key component of the brand's success. One of the key components of their marketing strategy was the use of memorable slogans. The brand's memorable slogan, "Parle-G, G for Genius", is just one example of how it has established itself in the market.

Kaushal Thakkar, Founder & MD of Infidigit, interviews Krishnarao about his 21+ years of working with Parle and strategies to build long-term synergies between employers and employees. Furthermore, he discusses how he contributed to Parle's revenue after joining the company.

Krishnarao has also discussed Parle's marketing strategies to beat its competitors in the late 20th century. During the interview, he describes how Parle-G evolved to become the name it is now known by. Moreover, he explains how to create effective marketing strategies for new entrants to serve consumers' needs and fads.

Watch the video on the Infidigit YouTube Channel here: http://bit.ly/3RNhQW5

Continental Coffee has disrupted the Indian coffee industry since its establishment in the early 1990s. Meet Praveen Jaipuriar, the man responsible for making the brand one of the world's best coffee brands. During an insightful conversation with Kaushal Thakkar, Director & Founding Partner of Infidigit, he discusses his contributions to the FMCG industry.   

Having worked in the FMCG industry for over 20 years, Praveen has extensive experience in Health Care, Foods, Oral Care, Personal Care, Home Care and Beverages (Real & Activ Juices), and Culinary (Homemade).  

Praveen shares his learnings and growth stories from working in the FMCG industry in the video. As well as analyzing how he contributed to Continental Coffee's success in India, he outlines his role in making it a household name. Praveen also shares his perspective on Philip Kotler's marketing theory and how it is unreliable today.

Watch the video here: https://youtu.be/EA7rNaN8Pek

In this episode of The Growth Genius, we talk about how behavioral science has changed the marketing game for businesses around the globe. HBT Marketing’s Co-Founder Nancy Harhurt and Infidigit’s Country Director of Americas, Shelly Singh, discussed the many things that make behavioral marketing a go-to strategy for business success.   

As a marketing specialist, Nancy specializes in getting people to respond by combining best-of-breed creativity with behavioral science. In the episode, she provides more in-depth insights into how behavioral science is applied to marketing. But what is behavioral science?  

The field of behavioral sciences, which includes psychology and economics, plays a significant role in marketing. It helps marketers understand how consumers make decisions and how to influence them with effective marketing approaches.   

Marketers can also leverage behavioral science to understand the social influence and how it affects consumer decisions. People are more likely to purchase a product if they see others using it or hear about it from a trusted source. The principles of behavioral science are essential to modern marketing. By using them, companies can create more effective, targeted campaigns that resonate with their target audiences.  

Nancy also briefly summarizes her famous book “Using Behavioral Science In Marketing.” In it, she discusses how behavioral science can drive customer loyalty and action. Behavioral science, including psychology and economics, can be used to maximize marketing effectiveness by understanding consumer behavior.   

Nancy and Shelly also discuss how marketers can take advantage of behavioral science if they still need to. She also breaks down behavioral science principles marketers should understand to improve marketing messages and digital creatives. Additionally, she provides tips for developing omnichannel marketing campaigns leveraging behavioral science.  

Furthermore, Nancy shares growth stories about B2B and B2C brands that successfully leveraged behavioral science. Shelly also outlined her top behavioral marketing trends for 2023. Moreover, Nancy speaks openly about her passion, which enhances her professional career.

Watch  the full episode here: https://youtu.be/dAgRpZMvjQo

What is the most effective way to create a marketing strategy that will grow senior living communities like a pro? Piali Dasgupta, the Senior Vice President of Marketing at Columbia Pacific Communities, shares her insights into developing a marketing strategy for senior living properties.   

With experience across media, e-commerce, retail, and real estate, Piali is a multi-award-winning marketing and communication professional. A regular speaker at IIMs and juror for multiple award shows, she has a wealth of experience in the business world. Her primary topics of discussion are advertising, mental health, brand marketing, content marketing, and marketing communication. This week on the podcast, she will share how her team of marketing experts have created growth for Columbia Pacific Communities.  

In a conversation with Infidigit's Founder & MD, Kaushal Thakkar, Piali addresses the challenges seniors face using digital media. Furthermore, she discusses the importance of proper influencer marketing strategies for marketers who want to reach a wider audience. The two discuss how Columbia Pacific Communities enlisted Bollywood stars like Zeenat Aman, Shabana Azmi, Boman Irani, and Anupam Kher as influencer marketers.   

Piali and Kaushal also talk about how the marketing budget has changed post-COVID and the activities Columbia Pacific Communities is performing to drive results for the properties via content marketing. They also discuss how marketers can use the metaverse to reach and grow their businesses.

Want to engage more with the episode? Watch the episode on YouTube: https://youtu.be/oDJ56ERV2Ik

First-party data is now becoming a go-to strategy for many businesses worldwide. In today’s episode, Infidigit’s Country Director - Americas, Shelly Singh, and Marketdata’s Managing Director, David Charles Whittaker, talk about the crucial role first-party plays in business success and the challenges marketers face with implementing it for their marketing strategy.  

Data from first-party sources is one of the most valuable resources businesses have at their disposal. In other words, this is data collected directly by the company, so it is more accurate and detailed than data gathered through third parties. A must-listen for anyone who is interested in learning more about first-party data and how it can boost their business.   

David has been Managing Director of Marketdata, the Data-driven Centre of Excellence at WPP's VMLY&R group, since 2008. With extensive experience in data-driven, digital, and integrated marketing, he has driven ROI-focused strategies, merged database/analytics with communication, and managed multi-faceted and diverse teams for blue-chip companies.  

In conversation with Shelly, David talks about his experience in the field of data-driven marketing and how it led him to implement first-party data for the businesses he has been working for via Marketdata. He talks about how it is advantageous for businesses to take the first-party data approach and the challenges marketers face while using them.   

Working with numerous clients across the globe, David also shares the campaigns that have adopted the first-party data and have growth for their businesses. The video highlights the data-driven trends that will help marketers up their marketing game in 2023.

Want to engage more with the episode? Watch the episode on YouTube: https://youtu.be/Ky9lGEY4m2Y

Is the approach to marketing different post-COVID? This week on The Growth Genius, Vodafone Idea's Saurabh Bajaj joins us to discuss the impact of the Covid-19 pandemic on marketing. The conversation features Infidigit's Founder and Managing Director, Kaushal Thakkar and Saurabh discussing the future of marketing and how marketing can impact businesses. 

Saurabh Bajaj is Vodafone Idea's Executive Vice President of Marketing. He has nearly two decades of experience across various industries, including Business Development, Sales, Marketing, and Innovation.   With his extensive experience in creating growth stories for Britannia, Cadbury Celebrations, and Mondelez, this informative session can be a go-to guide for marketers around the globe to learn more about consumer behavior, understand consumer trends, and create an award-winning campaign for their businesses.   

Saurabh discusses how the marketing world has evolved from pre-covid to post-covid, as well as consumer trends affecting online and offline businesses. In addition, he discusses how he developed growth stories for popular Indian brands and the role digital marketing currently plays in marketing today.  

During their conversation, Kaushal and Saurabh also discuss neuromarketing and Metaverse in detail and how implementing these activities will benefit businesses over the long term. As part of his interview, Saurabh discusses the release of his upcoming book, "The Practical Marketer," and what readers can expect.