Suma Kishore Kumar

Customer Marketing

A unique role which is a blend of creativity, strategic thinking, and a strong focus on data and customer relationships. We as a team are responsible for creating and implementing the strategies and initiatives that drives engagement, retention. Additionally, a data-driven insights approach is used to create a Up-sell & Cross-sell strategies.

Key responsibilities

• Strategy & Execution: Own Strategy and create execution plan based on growth-focused programs that achieve KPI targets and goals.
• Data driven approach & Audience segmentation: Analyzing customer data to identify trends, behaviors, interests which helps in segmenting and targeting the audience with personalized campaigns.
• Cross-Functional Collaboration: Working closely with sales, product, and customer success teams to ensure a cohesive approach to customer marketing initiatives.
• Revenue Generation: Drive revenue with various initiatives which increases in high retention and low churn rate. Create an impactful pipeline for Up-sell & Cross-sell marketing strategies that boost revenue and enhance customer satisfaction.
• Customer Marketing Events : Drive Strategic events which are designed to engage customers, educate on the product and features, enhance brand loyalty, and drive business growth. These include in-person & virtual formats.
• Customer Feedback & Advocacy: Leading initiatives to gather and act on customer feedback, and developing customer advocacy programs like testimonials, case studies. Utilizing them as assets to future marketing programs.
• Metrics & Reporting: Tracking the performance of customer marketing campaigns, analyze the revenue driven through the campaigns. Use data to adjust strategies and to curate future campaigns.

Nurture Marketing

A Unique and challenging role focuses on building and maintaining relationships with potential customers over time. We as a team are focused on creating a strategy which includes valuable content, personalized interactions, and engagement that gradually move prospects through the sales funnel.

Key responsibilities

• Strategy & Execution

Identify different types of prospects.

Study, analyze and create strategy based on behavior, industry, pain points, or stage in the buyer's journey. Curate various programs like drip campaigns, Webinars, Events & paid media to nurture the audience to create interest.

• Cross-Functional Collaboration

Working closely with Content and product marketing teams to create valuable assets such as Educational Articles, Blog Posts, Whitepapers, eBooks, Videos & Demos to ensure a cohesive approach to marketing initiatives.

• Lead Scoring & Continuous Optimization

Effectively utilize the lead scoring methodology to prioritize high-intent prospects and optimize engagement rates and conversion.

• Metrics & Reporting: Tracking the performance of campaigns, analyze the revenue driven through the campaigns. Use data to adjust strategies and optimize the campaigns through A/B test email subject lines, content formats, and messaging strategies.

Performance Marketing

• Partner with product/field marketers, partner marketing and sales teams, to strategize and execute integrated marketing programs that drive demand for the business focused on smart targeting.
• Build and deliver SEO/Organic strategy for the IBM Cloud portfolio.
• Demand Funnel “math” to analyze volume, quality and conversion rates across the end to end demand funnel (from engagement to response to marketing lead to sales lead to win Construct RLM campaigns for DDR/BDR execution including outbound calling, eMail, and social media interactions.

Event Marketing, Campaign Management & Automation

• Owns and engages in pulling the extended team together for

execution of an IBM/3rd party event.

• Collaborate and owns in designing the outcomes with vendors like GPJ. Owns and execute an onsite and offsite plan that ensures we hit all key outlined KPIs
• Leverage event report analysis to provide insights on event

performance.

• Build and execute programs/campaign creations in Marketo integrated with Salesforce.
• Track ROI, marketing influencers, webinar stats, email stats,

demand gen stats web stats, content stats and lead progression

through the funnel for marketing programs run in Marketo &

Salesforce

Campaign Management

• Campaign creations in Marketo and SFDC, tracking the cost and opportunities and deriving the return on investment.
• Working in partnership with sales and product marketing to deliver effective marketing campaigns that support and grow the sales pipeline through; database building, segmentation, lead assignment, campaign follow-up and reporting.

Database Management, Maintenance & Readiness (Sales

Operations)

• Ensured that the marketing database used for campaigns is

aligned to product and sales go-to-market strategies in terms of

asset management, private equity and Hedge fund customers.

• Maintenance of a global database in salesforce.com as well as growing the database via external prospect lists, telemarketing campaigns and through an integrated database management tool, One Source.
• Perform regular ping testing of email addresses with StrikeIron, and tracking the results back into Salesforce.com to maintain database integrity.

• Handle Tech Tier 2 and Tier 3 Customers. Evaluates and monitor calls. Active participation in client calibration. Evaluate calls taken by the team managers in U.S.
• Generate reports. To explain the requirements of clients to the sales and marketing department and identify the ways in which the organization can meet them.
• Review and assess the effectiveness of changes made. To determine the areas of improvement and document them. Inspect, sample and test the entire production process, to check the quality of calls and the tools used to monitor them.
• Review existing policies and develop new plans to improve the existing quality system.

• As a Banking process responsibility is been focused mainly on

Securing the customer’s information as high Priority & confidential.

• Collection in regards to Credit Card, Overdraft bank account and loan account, by understanding the situation of the customer.
• To provide suitable options and to ensure the option is provided would be a benefit to the Bank and to its Customer.
• To educate the Customer about the consequences about high debts and re-educating about evacuating them.
• To Maintain High Standards in terms of Quality & Service.