Home > Companies > Thought Leaders > Q&A with Amitabh Ramani, Global Marketing Director at Jade Global

Q&A with Amitabh Ramani, Global Marketing Director at Jade Global

Amitabh Ramani, Global Marketing Director at Jade Global, is leading strategic marketing initiatives to drive change through a mix of innovative technology, story-telling, nuanced with an enriched understanding of B2B consumer behaviour. He is a multi-disciplinary strategic marketer with experience straddling consumer goods (B2C) and technology (B2B) industries in domestic (India) and global markets. He has strong experience in brand management, business development, and multi-channel marketing. He is skilled in creative breakthroughs, thought leadership content development, campaign management, digital / community leverage, and frugal / outcome-based marketing & coding. He is exposed to working with and mentoring multicultural teams and experienced in new emerging technologies for Augmented Reality, Virtual Reality, Artificial Intelligence, BOTS, and more.

Right from the start, based on our ICP, we focus on what level of personalization and automation needs to be built out and what touchpoints like overlays, retargeting and remarketing are to be done to convert the customer in the end and take them to the SQL stage.



MEDIA 7: Please tell us about your role at Jade Global and your overall professional journey.
AMITABH RAMANI: I have been working with Jade Global since 2019 as head of Global Marketing and won two awards in 2020 as Global-500 CMO, 2020 & Top-50 Marketing Leaders. The company has been recognized as one of the fastest-growing private companies in North America by Inc. 5000 for 11 consecutive years, making constant appearances in global power lists as a preferred strategic technology partner for companies on their digital transformation journey. I lend my natural marketing flavor to Jade Global with a strong brand positioning and product & service acumen. I fuel growth by activating various business transformation, change management, and leadership development initiatives including end-to-end accountability for the brand, product marketing, demand generation, content marketing, digital marketing, marketing analytics and technology, PR & communications, analysts & advisors, thought leadership, partner marketing, sales enablement through high performing matrixed teams, consumer research insight, editorial and creative development, advanced analytics, and online marketing, branding, CRM, SEO, SEM, mobile marketing, ORM, social listening, establishing marketing & management excellence.


M7: 'Customer delight' is at the core of Jade Global. From the marketing perspective, how do you define and deliver that?
AR:  At Jade Global and especially with Marketing, we define our customers in 2 buckets – external and internal, and we try our best to deliver the right experience to both. When it comes to external customers, our focus begins from the first touchpoint to the entire workflow and all the way till conversion, keeping in mind the breaks and fallouts. Right from the start, based on our ICP, we focus on what level of personalization and automation needs to be built out and what touchpoints like overlays, retargeting and remarketing are to be done to convert the customer in the end and take them to the SQL stage.


M7: With COVID-19, a lot of marketing concepts have changed. How do you cope up with the same to create a unique brand positioning for your customers?
AR: When COVID-19 hit, all of us were impacted and the way we did marketing completely changed, and wherein we were doing the usual company way of marketing, it all came to a halt. But being a digital-first marketing team, we quickly got into research mode and focused on a more custom and blended strategy to drive more value for all key stakeholders and the bottom-line metrics. We took a strategic approach to deploy an ABM strategy and focused on the channels that were driving in leads and traffic to our website. We conserved our spending and focused on organic and grew our social presence and drove more value with our content approach towards our target audience.


What I see the current marketing landscape change to, is being more on the level of personalization and experience that will drive the coming few opportunities.



M7: In your global marketing role, you have to deal with a lot of ideas, tools, and activities. How do you define your preference?
AR: Coming from a tech background, MarTech has always been my key strength and with the complete management support of Jade leadership, I have been fortunate to have the tools which target each aspect of the marketing. What I did successfully, is invest in the tool for each element. Like for SEO, we narrowed it down to SemRush and HubSpot and for marketing automation, Microsoft Clarity for heatmaps, among others.


M7: Being a seasoned marketing professional, how do you see the current marketing landscape in terms of opportunities and growth?
AR: Getting the attention and connecting with today’s digital consumers to drive the message home is not an easy task. The current marketing landscape has grown 1000X with a variety of tools. It’s one of the most interesting, as well as challenging, times to be working in the marketing domain. What I see the current marketing landscape change to, is being more on the level of personalization and experience that will drive the coming few opportunities. To be able to target at the right place and right time using the tech stack is where more value is being driven.


M7: Would you like to share your thoughts on some of your preferred marketing destinations and strategy in terms of customer reach?
AR: In B2B marketing, where we function, we focus on the omnichannel approach, but closely, we focus on organic as our main channel to drive in higher inbounds as we follow a meticulous approach on how our consumers behave and research and focus on intent on our customers too. Post organic, we focus on intent-based marketing to do a direct customer outreach.


While everyone is discussing AI with Marketing and being a former CEO of a chatbot startup, I feel that what marketers are looking for and what AI is delivering is still not there yet and there is a lot of learning curve to take place and officially make room for AI and Marketing to work hand in hand.



M7: Jade Global has been recognized as one of the fastest-growing companies in North America by Inc. 5000. How do you see this achievement from the marketing perspective?
AR: The feeling is ecstatic and couldn’t ask for anything more. Jade Global as of today has won 11 times in a row and this has been a focused effort from the marketing team and our perspective. It helps say a lot about the company and how strong it is and it also helps customers get an idea about us as it speaks volumes about our credibility and core values. For us, the awards that we win shows a testament to who we are and what we do and what we are good at.


M7: When the market is flooded with AI and everyone is talking about it, what approach do you take to market your AI offerings?
AR: While everyone is discussing AI with Marketing and being a former CEO of a chatbot startup, I feel that what marketers are looking for and what AI is delivering is still not there yet and there is a lot of learning curve to take place and officially make room for AI and Marketing to work hand in hand. This was like the time of automation in marketing, it needed time to grow and mature.

ABOUT JADE GLOBAL

Jade Global is well-positioned to be a strategic IT services partner. They create value through their vast portfolio of IT services delivered by highly skilled and experienced consultants. Their services include business application implementations, integrations, software product engineering, cloud services, technology advisory, testing, and managed services. They have domain expertise in a variety of industries including manufacturing, high-tech, energy, pharmaceuticals and warehouse distribution.

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How modern banking will utilize Artificial Intelligence /Chatbots

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