Join to learn from Shuchi’s experience on how to make agility and experimentation a part of your team’s playbook. Shuchi will talk about building revenue-generating brands and dive into key components of a successful growth strategy. She’ll share her insights into leveraging owned content, customer insights, and automation models to drive long-tail revenue and enable sales close higher-value deals.
Experience and inspiration
In this episode of Game Changers, Shuchi Sakar, the Global Head of Marketing at Amazon AWS, and formerly a marketing executive at HP and Creo talks about her journey in marketing, the lessons big and small companies can learn from each other, and the vital importance of brand building.
Shuchi, an industry expert with an impressive career trajectory, discussed the nuances of marketing across diverse settings from start-ups to multinational corporations. Her candid advice and transformative perspectives challenged conventional thought processes and stirred creative ideas.
Beginning her career with an advertising behemoth Ogilvy, Shuchi explained how this experience laid the foundation of her love for branding. Lured by the customer-centricity inherent in marketing, she transitioned into client roles where she helmed marketing for tech giants before making an unconventional leap into a biotech startup.
Brand, agility, and innovation
One of Shuchi’s key mantras revolves around agility, innovation, and culture — elements she believes are integral to the start-up world and can be transformative if integrated into larger corporate settings. The importance of agility cannot be overstated, especially in an era ripe with technological advancements and evolving customer needs. She emphasized the essence of a "Day One" spirit, underlining that consistent innovation is crucial to staying relevant and driving success.
From a marketing perspective, Shuchi believes in functioning without boundaries. She advocates for the necessity of a diversified experience, highlighting that mental models and quality expectations honed in a large company can fuel a start-up's growth trajectory.
When it comes to brand-building, Shuchi believes that brands are "living, growing, evolving" entities, changing together with their customers. The brand must resonate not only with a customer's functional needs but also appeal to their emotional side. Otherwise, they risk turning into a commodity. To be truly successful, a brand must appeal to both the customer's head and heart. Assuring a brand syncs with the societal or global issues that matter most to its customers helps cement this success.
Shuchi believes that content marketing is not just about what a brand stands for, but also what it does outside its core product. Content is a critical tool that steers a customer along their buying journey. A keen understanding of the customer decides what content is created, and when and where it is placed. Ensuring that the content is engaging and enables the customer to proceed further along their journey is at the core of any fruitful marketing strategy.
When it comes to marketing KPIs, Shuchi agrees that MQLs and SQLs are indeed important. Yet, the endgame is not just about generating MQLs and SQLs. At the end of the day, driving revenue is the ultimate goal. However, there are other important things to watch out for, including the level of customer engagement with a piece of content, time spent at an event, and email open rates.
All that said, Shuchi reminded that the spirit of innovation, the boldness to take calculated risks, and bringing about a certain uniqueness should drive any marketing initiative. With the customer being the focus, comprehensive strategies around engaging customers in a creative, innovative, and consistent way is what will set brands apart in the competitive landscape and will lead to long-term success.
How I leverage corporate gifting to elevate event and webinar engagement
PLG + Sales Motions: Can they coexist & how to build a marketing strategy for it?
How to market to a technical audience
Building powerful experiences to drive brand loyalty and revenue
Building an Experimentation Culture from PLG to Enterprise Motions
Mastering B2B Messaging: My Four-Step Framework to Convert Prospects
Does your Go-to-market strategy need a numbers detox?
Brand lifts all boats: Building a brand through trust
How to supercharge your website and build a personalized customer journey at scale
GTM with indirect channels: how I drive growth through strategic partnerships while maintaining brand integrity
The shift from paid to organic: How to achieve impressive growth organically
Content and nearbound - efficient marketing strategy that drives results in 2023
How an Apple-like experience built a $5 billion B2B SaaS business
Low-cost, agile, and AI-powered - growth strategy for the new era of marketing
Product-led marketing: strategies for driving growth in B2B SaaS
Marketing + Finance collaboration: how I built a stable foundation for profitable growth
AI, content, and evangelism - my resilient marketing strategy for all economic conditions
Small Teams, Big Leaps: A Playbook to Drive Growth Through Agility
Anyone can build a brand - here's how to turn it into a revenue driver
Using owned content and AI to optimize conversions
How I grew Refine Labs from 0 to 20MM through content strategy
From follower to influencer - harnessing the power of personal brands to drive business growth
Uncovering performance insights: my methodology for tracking performance across marketing channels
How I leverage marketing automation to qualify leads and drive sales efficiency
Create and capture demand: a playbook for B2B SaaS growth
Mastering ABM: How to successfully incorporate it into your marketing strategy
My winning strategy for engaging the modern buyer
Recession fuels innovation: how marketing can harness the power of economic downturns
Ecosystem-led growth: how I leverage partnerships to drive demand
How I leverage sales enablement to drive marketing efficiencies
How Everflow doubled their quality leads from Google Ads on the same budget
How to drive growth in a B2B2C company through personalized messaging unique UI
How to use your website to find untapped revenue opportunities
How to leverage sustainability as a USP
Walking a mile in customers’ shoes: how I built a customer-centric marketing engine
How dynamic channel marketing is replacing omni-channel
How to leverage creative marketing throughout the funnel
Advertising is dead - how to reach today's consumer
How we created a winning positioning that stands out in a crowded space
Lifecycle marketing: How UserPilot prevents customer churn
From manual to automated: how marketing can lead digital transformation
How we got crazy creative with our B2B Marketing
Tactics for scaling event marketing on a budget
How I built a community to foster brand perception and enter new markets
How to disrupt an industry and build a global community
Event ROI - measuring beyond the cash flow
On stage and behind the scenes - how virtual events with thousands of attendees come to life