Where Marketing Meets Technology, Magic Happens
Get in touch with me at heytanushree@gmail.com
Get in touch with me at heytanushree@gmail.com
I'm all about a good story!
A few weeks ago, I had the chance to attend a leadership workshop at my company in Berlin.
It was structured around a simple exercise: each participant introduced themselves, received feedback, and then did it all over again — this time consciously incorporating what they had heard in the previous round.
The first piece of feedback I received was about my posture. Everyone felt it came across as confident and convincing. Someone even said my body language reminded them of former Chancellor of Germany, Angela Merkel.
That came as a surprise. A pleasant one.
And that’s when I realised how much being miles away from home, and having to define myself every day without the comfort of everything familiar, has changed me.
Somewhere along the way, the shy and introverted person who had tucked herself into a comfortable, ordinary life had emerged as a more adaptive person — with a greater awareness of her space, her presence and her stature.
It shifted something in the way I perceived myself.
For years, I had been almost pathologically self-deprecating.
Imposter syndrome can do that. It can make your internal picture of yourself wildly different from the picture other people see.
This workshop made that gap visible to me.
I’m now also conscious of a little habit I have when I speak from the heart: my fingertips naturally touch each other. I never think about it. It’s just a reflex that somehow accompanies my thoughts.
Funnily enough, at one point I became the centre of attention when the host complimented me on my body language in front of an audience and wondered where I had learnt it — perhaps through some previous training.
I hadn’t.
And maybe that was the most interesting part.
Some things we do well are not borrowed. They are simply ours.
So, here’s my little takeaway:
Differentiation often comes from a place of “you do you.”
Not everything needs to be learnt, polished or borrowed from someone else. Sometimes the most distinctive thing you can bring into a room is the version of yourself that developed quietly, through your own experiences.
When you find that, preserve it.
And if you can, mint it.
Marketing Strategy
The instinct to find what is distinctive has shaped how I approach B2B marketing!
Now, with years of experience collaborating with global technology companies, I’ve become adept at identifying business opportunities and turning them into growth drivers. My approach combines account mapping, enrichment, client's distinct pain points, and an understanding of enterprise sales cycle.
I see inbound marketing as a powerful engine for customer acquisition and demand generation. As a content creator, I identify content gaps through keyword and audience research and turn them into high-value assets—from ebooks, blogs and webinars to reports, tutorials and infographics—that strengthen customer engagement and move prospects through the funnel.
I use experimentation across paid media, email and content to continuously optimise performance, marketing spend and ROI, with a focus on sustainable growth and CAC reduction. My experience spans MarTech, Big Data & AI, Cybersecurity, Cloud, Future of Work, Productivity, Project Management, Design and Content Lifecycle Management, alongside initiatives around diversity, inclusion and women in technology.
Guided by OKRs and a strong belief in the power of a good story, I bring together strategy, content, technology and experimentation to build marketing that connects with audiences and delivers measurable business impact.
Steps I follow for data-driven campaign execution
See how this process resulted in successful B2B marketing initiatives.
My key projects
Over the last eight years, I've worked with global brands and early stage startups to disseminate their core messages and value propositions for building long lasting customer relationships, turning clients into brand advocates.
Scroll down to view my recent branding, content production, digital marketing and lead generation projects.
Digital Marketing Strategy
Boosting Organic Growth of a Marketing Measurements Platform
June 2024
Thriving in the competitive Martech landscape is challenging. Lifesight’s marketing measurement platform addresses niche pain points in marketing attribution, channel mix, and performance marketing. Despite this, it struggled with Google search rankings. To boost their key offering, 'marketing mix modeling,' they needed a digital strategy to enhance SERP rankings, increase organic search volume, and drive traffic and lead generation. The strategy included detailed leads forecasting and an optimized marketing channel mix to maximize ROI. For more details, access the strategy deck below.
Rebranding
From a hardware company to a software ecosystem
Dec 2023
A pivot like that is rare, isn't it? But in the digital transformation era, no industry wants to be left behind, not even the technicians and frontline workforce. With the vision to track, monitor, and enhance worker safety by analyzing data from IoT devices and RFID tags, Aatmunn was born to spearhead its patented Industrial Internet of People framework. The company originated from a smart hard hat technology known as Guardhat, which had built-in sensors to detect any physical threats to workers in hazardous conditions, thus pioneering connected worker safety in 2014. A decade later, Aatmunn was introduced as a new avatar of Guardhat to continue the legacy in the realm of EH&S innovation and digitization.
Product Launch
Go To Market Roadmap for a Supply Chain Control Tower Solution
Dec 2023
I crafted a powerful Go-to-Market (GTM) strategy for a cutting-edge supply chain data management solution – the Control Tower Platform. This strategic plan was pivotal in driving industry-wide adoption, ensuring a successful launch, and executing impactful campaigns.
Digital Ads
LinkedIn ad campaign
Aug 2023
I successfully executed a LinkedIn ad campaign to drive demand and leads for Altudo's Asana professional services. The ad highlighted the benefits of choosing Altudo as a tier-1 channel partner for Asana. The campaign achieved remarkable results, generating 8 leads in just 5 days. The cost per lead was $27, marking a 40% decrease in previous CPL rates. The ad played a pivotal role in securing 2 deal conversions, worth $10,000 in value.
Social Media Marketing
LinkedIn organic posts driving record-high traffic on Altudo's website
April 2023 - Nov 2023
Did you know 72% of decision-makers spend 1-2 hours daily on LinkedIn, Twitter, and Facebook? Imagine getting your story, brand, and ideas right in front of them without the hassle of scheduling meetings or waiting for exclusive events. Social media is the game-changer if you get it right.
Check out some of my success stories on LinkedIn marketing below. If you'd like to learn more about a winning social media strategy, contact me today.
On-Demand Webinar
How to run successful markerting campaigns using Asana?
June 2023
Recently I hosted a webinar in collaboration with Asna's APAC channel partner manager, where we explored how a collaborative work management platform like Asana can enhance marketing campaigns from idea to launch. In this interactive session, I shared practical strategies and tips for maximising campaign speed and effectiveness with the help of workflow automation, custom project templates and progress tabs for marketing projects.
This webinar covers:
📌 How to manage marketing projects on Asana
📌 Tips for kicking off impactful marketing campaigns using Asana's powerful collaboration features
📌 Strategies to optimise time and resources by simplifying workflows and automating tasks
LinkedIn ad campaign
Offering a 30-day free trial of Asana business
Aug 2023
As the India channel partner lead for Asana, my goal was to expand Asana's adoption in Indian enterprises. I executed a successful integrated marketing campaign focused on generating inbound leads. The campaign featured a compelling offer – a 30-day free trial of Asana's business plan with all premium features. It was run for a duration of two weeks and the outcome was impressive. I generated 30+ leads from the LinkedIn ad campaign itself whose cost of execution was less than $800. With efficient customer segmentation on LinkedIn campaign manager, I was able to narrow down the ICPs and reduce the cost per lead by 150%.
Product Launch: Zero Trust Security
Preparing for a cyber-resilient reality
April 2022
The world was compelled to move to cloud based applications, almost overnight, when the pandemic struck us in 2020. This faster than ever transition posed many cyber challenges for organisations trying to manage their remote workforce that's using a host of unmanaged devices to log in.
As a product marketing specialist for NTT DATA's Cybersecurity portfolio of services, I worked on identifying potential offerings from our existing portfolio that could be packaged as "Secure adaptive workforce as a service" built on Zero Trust Security architecture. The GTM efforts involved extensive competitor research, analyst briefings and joint marketing programs with our Zen 2 partners in a span of 6 months, that enabled us to launch NTT DATA's first zero trust service in the market.
The digital campaigns offering free trials and demos have witnessed good traction from our prospective clients and have generated a pipeline of $20 MN in Q2 of FY23. They've also positioned us as market leaders in Gartner Magic Quadrant and Everest Peak report. Our ongoing thought leadership initiatives to make NTT DATA the preferred client partner for Zero Trust Security Services are winning global recognition on platforms like ISACA, EWF, Cyber Risk Alliance and Cloud Security Alliance.
Online Community for finance professionals to stay on top of their game
Bringing subject matter experts under one roof
October 2021
Finance Forward; the only community dedicated to the FinTech revolution that’s transforming the Neo-digital age. Initiated by India's most preferred Finance Operations platform helping the fastest growing tech startups manage and scale large volumes of transactions, this one-stop virtual platform is redefining ways to collaborate and succeed in real-time.
By partnering with Asia’s fastest growing internet companies like Dunzo, Meesho, Myntra amongst others, Finance Forward is aimed at connecting the often-siloed ecosystem of FinTech Savvy professionals, early-adopters, thought leaders and change makers across the world to create a community focused on achieving collective success through new and existing opportunities in technology and the world order.
Employer branding video: Wipro Europe
Building the promise for a better and bolder future
October 2019
Team Marketing at Wipro had the challenging task of establishing the brand across 18 European countries as the organisation had limited presence in the continent back in 2019.
As part of Continental Europe marketing, I collaborated with a UK based creative agency to amplify the brand voice that fits the regional context. I helped in developing the narrative and the storyboard that reflected Wipro's employee diversity and the integrated values of brand "One Wipro".
The video was a great success primarily because we filmed it at a strategic customer event in Germany which gave a global impetus to the brand's values and promises.
Wipro brand story
Visualising the power of imagination
January 2019
Imagine starting with a vegetable oil business and seeing an IT company that helps transform the global economy. It takes imagination. The ability to see the world as it could be.
It’s one thing to dream. But what does it take to make it real?
More than just one vision. It requires assembling the right people, partners and businesses, in the right ways.
Developing world-class expertise in strategy, technology, delivery, design. Putting in the work to understand what clients need and how to deliver.
Creating a culture of interdependence because our connections make us stronger.
Having the courage that the impossible is actually possible.
It also demands the tenacity, the audacity to recalibrate, pivot and persist because change is constant. Wipro made that very transformation.
Wipro is a company “driven by imagination”
I worked with the editorial team to re-articulate Wipro's brand perception by tying the core values of the organisation to the impactful work that it does. The story evoked a sense of pride and inspiration into the minds of today's change makers and went a step further to position Wipro as a market leader.
Wipro Pride: Better Together
For an equitable workforce
June 2019
Every June is celebrated as Pride month by Wiproites across the globe to recognize the efforts of the community and celebrate our support and solidarity for Pride.
As part of Wipro TeamPride, I created brochures for the Pride run, published articles, customer newsletters, social media posts and videos to create global awareness about our Pride initiatives. It ranked Wipro really high in the LGBTQ workplace corporate equality index in 2019
Design for Accessibility
Access design studio
August 2020
Moonraft's Access Design Studio is a seven-part framework that helps customers, launch, and scale WCAG 2.1 compliant websites quickly and easily so they can reach a bigger audience and grow their business.
I was responsible for packaging their "web accessibility" service and taking it to the market through a journey based content marketing strategy to reach prospective buyers. I published informative guides, brochures, articles, tutorial videos, newsletters and landing pages to address the digital accessibility needs of potential accounts across the healthcare, education and non-profit sectors.
Culture Moonraft
Reimagiging Employee Onboarding Experience
October 2020
Moonraft thrives on radical ideas and innovation, brewing a culture of everyday curiosity, solving complex problems and breeding empathy in everything that goes in between.
Rafters (employees on the Raft) joining the team during the pandemic would find it a bit sardonic to meet their peers over Zoom calls. The lack of office space and abundance of virtual office mates made everyone miss out on the real values exchanged over a face to face interaction. That's when I decided to make the most of the virtual world to create a montage of stories shared by Rafters about Moonraft's culture and what it meant for everyone to be a part of this unique place. The stories curated were wholesome and captured everything that Moonraft stands for.
Folks joining the team found it very welcoming and helpful to hear their peers share honest views on how to navigate one's journey on the Raft and make a mark for himself/herself.
Drupal migration advisor
Brochure: Drupal website migration assistant
March 2021
Designed the brochure for a website migration software developed by Moonraft's Drupal architects to help customers instantly assess the time and effort needed for their next big Drupal upgrade.
As the target audience of the brochure includes business executives, the brochure content was written to enable module installation with just one click with a clear DIY guide to help users generate an assessment report to learn about Drupal upgrade prerequisites.
The layout was designed to reflect Moonraft's unique brand identity with a minimalistic visual language and information architecture, avoiding technical jargons and keeping it comprehensible for a diverse group of audience.
The brochure was shared as a gated content and emailed to top sales prospects, which led to 500+ downloads of the DMA module from drupal.org (where we have hosted it).
design+art+technology podcast
Junction for creative collisions
June 2021
I produced and hosted Moonraft's first podcast channel called Design+Art+Technology Podcast streaming on all podcast channels with 500+ subscribers till date.
The podcast was born with the objective to internalize the brand's voice and spark creative consciousness in listeners by exploring the broader world of creative culture along with our guests who would share diverse real life perspectives and how they've been shaping a more inclusive world.
By reaching out to individuals to hear their stories and conversations, the podcast reflected the truest essence of being a Rafter and hence set out to be a great brand building asset.
Voice being a powerful medium had a lasting impression into the minds of our audience and continues to do so.
Thought leadership
GIF: Banking experience for the world gone remote
July 2020
Covid 19 had shaken the traditional financial services system which lingered on automated tele prompts such as “inconvenience regretted, we will get back to you shortly” and put customers into long queues of waitlists.
The gif was not only designed to boost social engagement through greater interactivity with the article but it also highlighted the pain points of customers during unfavourable circumstances and how a scalable customer experience could change that.
Educational content
Infographic video: Time to prioritise web accessibility
Aug 2020
The video was created to grab the attention of our customers for revisiting their design systems and ensuring that their websites comply with standard accessibility guidelines. The objective was to educate the audience about the need of the hour to create digital experiences for equal access such that no one is excluded from using their products and services.
For more content inspiration, checkout my page
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