MARKETING EVOLUTION: FROM LEGACY MARKETING TO FUTURE-READY LEADERSHIP

AJAY KUMAR
Head of Global Marketing, ManageEngine

Over nearly three decades as a marketer, I have witnessed a profound transformation in the art and science of brand building. My journey began with traditional marketing—advertisements, PR, and events—but has evolved to embrace the game-changing impact of digital platforms, influencer partnerships, podcasts, and social media. The biggest challenge is harmonizing our brand message across every channel, ensuring relevance not just globally, but also within regional and cultural contexts.
Leading the marketing function in a B2B technology organization presents unique complexities, especially when compared to B2C brands. While our primary audience consists of IT decision makers, our communication must also resonate with wider audiences, stripping away technical jargon and making our message accessible to everyone. Gone are the days of generic campaigns; each initiative is now tailored, mindful of local sentiments and audience diversity, which keeps our communication authentic and impactful.

Digital Transformation and Customer-Centricity

At ManageEngine, our marketing operates under a hub-and-spoke model. The central ‘hub’ manages corporate activities like web and brand presence, PR, analyst relations, and events, while the ‘spokes’ focus on individual product marketing, SEO, SEM, and supporting collateral. Seamless collaboration between these teams is vital for a consistent digital experience across all channels—web, mobile, social, email, and even offline touchpoints.

We have empowered our teams with homegrown marketing automation platforms, centralized digital repositories for brand assets, and transparent analytics, making it easier to deliver a cohesive customer journey and measure the impact of every effort. Information-sharing across the organization has become the backbone for both consistency and innovation in our outreach.

CMOs as Architects of the Future

As we enter the AI age, the landscape is shifting as Gen Z and, soon, Gen Alpha become key decision-makers and consumers. It is now a core responsibility for CMOs to adapt and future-proof the business, leveraging data analytics and predictive modeling to personalize customer journeys, shape the product roadmap, and align corporate strategy for lasting impact.

The integration of AI—such as automated agents for faster customer response and AR/VR at trade shows—enhances customer engagement while boosting efficiency. Equally crucial is embedding sustainability into the heart of our operations, with initiatives like sustainable gifting and paperless events. CMOs today must drive these changes, paving the way for organizations to stay relevant, resilient, and responsible in an ever-evolving digital landscape.