SAN JOSE, CA – Growing up in India, Mayo Gupta stated that it was his mother who had persuaded him to begin his engineering career.
"My mother inspired me – or even said – to become an engineer," said Gupta during his opening speech at MarTech's conference this year. At first, Gupta said he was like a hammer looking for a nail, just trying to write code as a technologist. Five years later, his whole world changed when he became product manager at Sapient, moving from technology to marketing.
Engineering as state of mind. Gupta said that it was an incredible experience for him: moving from technology to product management and ultimately to Sapien's strategy. The fundamental change in Gupta's career occurred when he left Sapien after twelve years and was appointed Chief Marketing Technologist for Kimberly Clark.
It was during his stay at Kimberly Clark that he began to understand that his job was not just a matter of time. technology – it was about the results. He began to see engineering as a state of mind that could be applied to marketing.
"I wanted to apply that state of mind to everything," said Gupta, explaining that, as a technologist, his job was to simplify everything. the company did. Once he understood how engineering and technology could be applied to all aspects of the business, he began to look at the data differently.
"How do you apply the data to make the experience more relevant? More humanist? "Gupta said.
Technical Director or Director of Marketing? A few years after arriving at the position of Chief Marketing Technologist, he knew that he had to decide which career path he was going to follow. He had to wonder if he wanted to stay one day on the path of technology in the hope of becoming a CTO, or did he want to deepen his marketing knowledge?
"We are all victims of marketing every day. Joked Gupta. He took the path of marketing, convinced that marketers should stop marketing. He invented the ideology of "marketing engineering" because, for him, traditional marketing did not make sense – what made sense was to apply what it was. He knew of engineering in his marketing role.
"What I also knew an engineer was how to sew everything," Gupta said. He says that marketers must understand that your customers are your brand . Marketers must synchronize the customer experience to offer consumers what they need before they know they need it.
"A mother who is waiting to buy her next diaper package is not waiting for the next marketing campaign," Gupta said. . Marketers must give up their campaigns and their channels because it ultimately results in the application of agile principles at work.
Shake the rules of marketing. For Gupta, marketing must focus on speed to perfection. He added that the growth of a brand is directly related to the value and the user base of the brand. He does not believe that everything in marketing should be measurable.
"Although the data is so data-centric, we do not need to be too data-centric."
Gupta sees a distinct difference between data and information: "The data can give you facts, but also information."
What is clear when listening to Gupta talk about technology, marketing and his career, it's how much he's attached to what he does for brands with his own value system. In the past three years, he has focused on science in relation to our culture.
"Learn the art of science and culture, learn to respect your belief system – because that's what drives your culture."
More MarTech Conference Information
This story was first published on MarTech Today. For more information on marketing technology, click here.
About the Author
Amy Gesenhues is the Editor-in-Chief of the Third Door Media General Assignment , which presents the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning columnist for several dailies from New York to Texas. With over ten years of experience in marketing management, she has collaborated on various traditional and online publications, including MarketingProfs.com SoftwareCEO.com and the magazine Sales and Marketing Management. Read more articles from Amy.