JACQUELINE FRANKISH
International Senior Marketing Director
Field Channel & Alliances Druva
Evolving Marketing Strategy for the AI Era
Our marketing is becoming much more focused on relevance, revenue and real customer challenges. AI is helping us work smarter — from brainstorming campaigns and content to identifying trends, challenges and audience segments.
For international marketing, that is particularly important. What resonates in the UK may be very different in India, ASEAN or EMEA, so we use data and AI to help us understand those differences while keeping a consistent Druva story.
Our move towards AI Resilience for the Enterprise is a great example. As AI becomes embedded in businesses, organisations need to think about the new risks around their data, security and resilience. We want Druva to be part of that conversation and help customers understand what resilience needs to look like in an AI-driven world.
Technology-driven Trust, Partner Ecosystems, and Customer Experience
We use AI and data as tools to help us make better decisions and move faster. AI helps with everything from campaign brainstorming and content creation to spotting trends and identifying where we may need to change our approach.
Data tells us what is actually working — from engagement and MQLs through to opportunities, pipeline and bookings.
Digital channels, content syndication and targeted campaigns allow us to reach audiences at scale, while nurture and reactivation programmes help us continue conversations rather than constantly starting from zero.
For our partners, it's about making marketing easier and more commercially valuable — giving them the content, campaigns and enablement they need to engage their customers and generate their own pipeline.
Brand Positioning in Competitive Market
For me, it comes down to three things: relevance, partners and results.
We need to understand what customers are struggling with and make sure our messaging addresses those challenges. AI Resilience is a good example — it connects a major market trend with a genuine business risk.
Our partners and MSPs are also fundamental to our growth. We want to build programmes where Druva and our partners both win, helping them create demand and grow their businesses alongside ours.
And finally, marketing has to prove its value. We look beyond activity and leads to opportunities, pipeline and revenue. AI can help us be faster and smarter, but ultimately it's about combining technology with human insight, creativity and a strong understanding of our markets.
