“While all organizations are capable of identifying trends, the differentiation lies in the implementation strategy.”

Marketing has shaken hands with technology to help businesses accelerate their digital transformation journey. This partnership has now made it easier for brands to evaluate their services, understand customer preferences, and determine what value they’re looking for. Tech tools that carry out big data analysis and provide business intelligence allow businesses to make smart decisions. So, the teamwork of marketing and technology has made businesses more visible, future-secured, interactive, and personalized in the online world.
Today, we present the story of an energetic brand in the MarTech industry that has perceptively supercharged the fundamental marketing principles with technology. Through the astute leadership of its Founder and CEO, Mr. Ganapathy Sankarabaaham, Vajra Global stands at the intersection of marketing and technology, embodying a unique approach in its working model. An enthusiast of new tech trends, he has harnessed the power of GenAI to combine it with MarTech, setting a distinct industry reputation for Vajra Global.
Mr. Ganapathy Sankarabaaham envisions becoming a trusted growth partner for organizations by creating unique digital-led marketing strategies. With over two decades of experience, he understands emerging trends and uses them to create practical marketing strategies. Customer-centricity, work ethics, transparency, and respect are the core values that guide him.
In a freewheeling conversation with the dignitary, the editorial team at Prime Insights Magazine got to know lesser-known nuggets about MarTech, its association with Generative AI, and what the future holds for Vajra Global. We hope our readers will enjoy this enticing entrepreneurial tale under the edition “MarTech Agency of the Year 2023-2024.”

Question-1) Can you provide a brief overview of Vajra Global’s approach to MarTech services and how it sets your company apart in the market?

We are practitioners of both marketing and technology. Our expertise in both allows us to understand our customers, their needs, and the underlying thinking behind their business. This helps to create a deeply thought-through marketing strategy and approach. Vajra Global has always attached a lot of importance to the foundation of marketing, which is about customer behavior and personalization. It is important to spend time understanding the consumer and customizing from the beginning when we pitch our solutions and services.
Once this is done, we apply technology and use tools for scale and speed. We can automate simple and monotonous tasks and use analytics to gain insights. GenAI can help generate creative ideas for engagement. This is how we differentiate ourselves.

Question-2) MarTech is a rapidly evolving field. How do you stay ahead of industry trends to ensure Vajra Global continues offering clients cutting-edge solutions?

First, I read a lot and keep myself updated on the industry. Second, we participate in industry events, which helps us have conversations on MarTech and expand our knowledge. Third, we are talking to different product companies that build MarTech products to understand their views and how they work with their products. Lastly, we talk to customers to identify their challenges and the typex of solutions they believe would help them. We are working with our customers to set up a MarTech lab where we can jointly experiment and find solutions to their issues. While all organizations are capable of identifying trends, the differentiation lies in the implementation.

Question-3) Can you share a notable success story where Vajra Global’s MarTech services significantly impacted a client’s business?

We assisted an IT-enabled company by integrating their website, marketing, and sales through HubSpot. We introduced personalization on the website through dynamic pages, which made it more impactful for their customers by displaying what was most relevant. Much like how an e-commerce company provides related recommendations based on browsing patterns, the website recommended assets and displayed pages that were useful to the customer. With the help of data obtained from browsing patterns, appropriate sales and marketing campaigns were identified, which resulted in a 3x increase in qualified leads.

Question-4) MarTech often involves integrating various technologies. What challenges have you encountered in ensuring seamless integration for your clients, and how has Vajra Global addressed these challenges?

The reason for integration is so all data can be accessed from one place. When data is scattered across different systems, such as the CRM, CDP, website, and other places, it becomes difficult to analyze and provide solutions or derive insights that will add value to the different teams.
This challenge occurs because all the systems run on different software, so we need to understand each system, how the data is labeled and presented, and the error code for each system. Creating a common language for data mapping will provide consistency and an easy flow of data and instructions between all systems. All proactive maintenance of integration tasks should be in place, and beyond that, if something fails, raising a ticket and assigning it based on criticality is a simple but effective solution.

Question-5) How can MarTech be used to transform the marketing department of a company that has a traditional marketing setup?

Companies with traditional practices have a paper-driven approach to marketing and selling. They rely on spreadsheets or basic CRM software that does not capture the full scale of contacts, information, and data that is essential for decision-making. I once spoke to a company that had 40–50 customers, and their details were maintained in a spreadsheet. While on the surface, this looked sufficient, digging deeper, we realized that they had nearly 5000 stakeholders across clients, functions, departments, and geographies. The company operated reactively, responding to requests rather than engaging proactively.
MarTech can help by consolidating diverse data points into a single platform. This facilitates the creation of various assets and the execution of custom campaigns, amplified through omnichannel engagement for each customer. Personalized drip campaigns that continuously showcase the company’s knowledge will establish the organization as an industry leader. So, from being a reactive marketing department, a company can proactively become a top-of-mind recall for customers.
Taking it a step further, GenAI can be utilized to read data, find insights, and leverage the same for growth. It can identify patterns and provide suggestions that would help with deeper personalization. This integrated approach will enable organizations to transition from being vendors to strategic partners, offering not only products or services but also a wealth of knowledge.

Question-6) With the increasing focus on data security and privacy, how can MarTech companies comply with regulations and protect client data?

Organizations must put guardrails in place. Whatever data is collected must be encrypted and stored in a database where no individual other than authorized personnel can access it. Only super-admins should be allowed to move or export data between systems if required. Companies should adhere to GDPR guidelines. Another way to secure data includes two-factor authentication. The storage of client data should be done after obtaining consent from the customer.

Question-7) Personalization is a key aspect of effective marketing. How does Vajra Global incorporate personalization into its MarTech solutions?

MarTech, combined with GenAI, provides immense opportunities for personalization at scale. We know that data is critical to accurate decision-making, and technology helps gather the data from different places and present it in an easy-to-understand format. Through automation, we can build a system that continuously reads the customer’s persona, behavior patterns, preferences, and interests across their buying journey. This data can suggest the right decision-making process for a particular customer and the type of marketing asset (brochures, videos, whitepapers, etc.) that would be relevant to them. Taking it to the next level, automation can create deeply personalized sales proposals, quotations, promotions, and offers.

Question-8) Looking ahead, what is Vajra Global’s vision for the future of MarTech, and how do you see the company evolving to meet the changing needs of clients in the coming years?

By leveraging our deep understanding of both marketing and technology, Vajra Global is looking to build solution accelerators for industries and domains that we are familiar with and have deep knowledge of. Where we require more knowledge, we will seek the help of specialists and advisors who can provide us with the finer nuances so we can create deep niche solutions for our customers. These solutions can even be implemented jointly through our MarTech labs.
We are also exploring opportunities to be part of innovation centers where we can experiment with new-age tech, collaborate with universities for research, and partner with product vendors.

To know more about Vajra Global, visit their website at

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