The Biggest Challenge Any Organization Faces is Connecting Technology to Positive Business Outcomes

1.What are your key focus areas within the technology marketing domain?

Technology marketing is about identifying, building, communicating and realizing the value of technology. We approach this in two distinct ways. The first is the focus on technology outcomes of Consumer Experiences, Marketing Effectiveness, Enterprise Productivity and Technology Led Innovation. The second way is to cover the technology marketing life-cycle and thus our focus areas are marketing strategy, product design and development, marketing assets, channel enablement, presales support, and technology implementation and support.

While these appear to be expansive, our focus is on providing cohesive lifecycle aware services to our clients. Thus we have "enginized" these aspects of technology marketing--as Technology Marketing as a Service (TMaaS) -- and created skills, teams, processes and engagement models to provide the services suiting the specific contexts of our clients and their customers.

2.What kind of organisations benefit from your services?

Primarily any organization that is impacted by the use of technology. To be precise we categorize organizations benefiting from our services as:

Technology companies; and Technology-enabled companies (who are utilizing or may benefit from technology product, services or channels)

These correspond to the two ways we engage with technology companies--as a vendor and as a partner. For example, we have been providing a lot of services to Microsoft relating to marketing strategy, technology and marketing assets and pre-sales support. At the same time, we have also been an active Microsoft Partner--helping our clients (technology user companies) making the technology outcomes possible via implementation, customization, and integration of various Microsoft products. Advaiya caters to the unique contexts and needs of different segments and roles - from startups to large enterprises.

3.Please elaborate some of the challenges faced by organisations in using technology/software products and how you help resolve them.

The biggest challenge any organization faces is connecting technology to positive business outcomes. Technology itself is not valuable. For value realization of technology it is important to understand, communicate, and accomplish the business outcomes of the customer through that technology solution.

This is where our niche is. We focus on fulfilling our customer's technology and marketing purposes using ‘solutions-oriented approach' thus helping them to achieve long-term success and value realization through - technology and marketing enablement, trusted strategic advisory, and innovation powered by technology. Our model of Technology Marketing as a Service helps our customers to effectively accomplish their business outcomes by choosing the entire lifecycle of our services or starting with just one piece from it.

Advaiya has enabled a lot of customers (large, small, and start-ups) across the globe to meet their business and technology objectives and goals. For example, we enabled a European start-up with advanced technology product involving enterprise social and sophisticated search technologies with relevant positioning for different audiences. We also helped a leading web company identify challenges in accelerating sales conversions and envisioned, designed, developed and launched a software product and content engine, to target specific leads to track and accelerate sales cycle.

4.Going forward, what additional services do you plan to offer in future?

As technologies and businesses evolve--we have been anticipating and building new capabilities which are valuable for our clients. Our current investments cover digital marketing, social analytics, Big Data, mobility, and, of course, cloud. We have an internal incubation setup, called Advaiya Labs, which powers building newer offerings and capabilities. We have been looking at some very interesting areas like internet-of-things and how it can power marketing decision making.