What are some changes you’re noticing across the B2B landscape in the post-pandemic recovery period?
Covid has been the catalyst for a more digital way of selling, and the human-to-human interaction we had prior to that certainly changed a lot. I feel like the pandemic has intensified social anxiety to a point where we started hiding behind our keyboards a little bit more, and the buyers have almost shied away. So, sellers need to find a way to start building those personal relationships back up, and that's where digital marketing has really been able to help. Because building trust, loyalty and rapport through whatever channel you've got is essential.
In a world of ever increasing digital dominance, do you think human engagement will be a point of competitive differentiation in your market?
In today’s market, the first touch point with a brand tends to be through something digital, but what's important is how you move that relationship forward. And this is why I believe that adding value is crucial. We shouldn't be sharing anything as a brand or even as an individual, whether you're working consulting or you work in the marketing team, that we genuinely don't believe is valuable to someone. That's where this human element becomes so crucial because they can make that judgement. As a company, we're using a model called “the three e's" where you only share and publish content if it's educational, enlightening or entertaining. And this is why human engagement, in terms of competitive differentiation, is just absolutely essential.
We're using a model called “the three e's" where you only share and publish content if it's educational, enlightening or entertaining. And this is why human engagement, in terms of competitive differentiation, is just absolutely essential.
I believe employees can be a brand's most prominent advocates, and employee advocacy is an untapped territory.
When it comes to advertising and generating brand awareness, what are some untapped strategies in today’s market?
I believe employees can be a brand's most prominent advocates, and employee advocacy is an untapped territory. Our employees have built powerful networks through employee advocacy which helps us get more talent into the business. Whenever we provide them with content relevant to their industry, and as soon as they start sharing it, their connections immediately begin engaging with it. People are craving to form deeper relationships, especially in today’s post-pandemic market, because that's been missing for the last two years.
Capco, a Wipro company, is a global technology and management consultancy specialising in driving digital transformation in the financial services industry. With a growing client portfolio comprising of over 100 global organisations, Capco operates at the intersection of business and technology by combining innovative thinking with unrivalled industry knowledge to deliver end-to-end data-driven solutions and fast-track digital initiatives for banking and payments, capital markets, wealth and asset management, insurance, and the energy sector. Capco’s cutting-edge ingenuity is brought to life through its Innovation Labs and award-winning Be Yourself At Work culture and diverse talent.