Agility and stability are both important traits for marketers in today’s rapidly changing business environment. Agile marketers can quickly adapt to new market trends and changes in consumer behavior, which allows them to stay ahead of the competition and effectively reach their target audience. On the other hand, stability provides a foundation for marketers to build their strategies, enabling them to plan and execute marketing campaigns confidently and consistently. Ultimately, a balance of agility and stability can help marketers achieve their goals while also avoiding the risks associated with too much change or rigidity.
Aishwarya Selvan, a rising name in the startup space, is a specialist in marketing strategy who strikes a balance between agility and stability. With a background in business and strategic marketing and planning, Aishwarya has consulted and executed strategies for startups of various sizes across industries. She is best known for her ability to change the marketing strategy on a dime when it’s not working. Still, she simultaneously maintains stability that satisfies both stakeholders and the company’s vision.
Aishwarya’s interest in marketing started during academics and has blossomed into a full-fledged career. Currently, she is working with an early-stage B2B SaaS startup in the hospitality-tech space, she is helping an early-stage B2B SaaS startup in the hospitality-tech space build a presence and become a key player in the Asian region. Aishwarya is enthusiastic about the latest technology and digital advancements in the hotel industry, such as payments, native and web-based guest apps, AI, and other disruptive technologies that could change how the industry operates.
Aishwarya shared that “The hotel-tech space has seen significant growth and innovation in recent years. With the rise of digital transformation and increasing consumer demand for a seamless and personalized travel experience, technology has become a key differentiator for hotels”. Some of the major trends in the hotel-tech space include Mobile booking and check-in; AI-powered personalization; Voice-activated technology; Cloud-based property management systems; and Data-driven marketing. Hotels are using data analytics and customer relationship management (CRM) systems to gain a deeper understanding of their guests and improve.
Aishwarya on how being a marketer is an opportunity for everyone:
Being a marketer in a startup can be a challenging but rewarding experience. Here are some of the key responsibilities and challenges you may face:
- Brand building: As a marketer in a startup, you will likely play a key role in establishing the company’s brand and promoting it to the right target audience.
- Lead generation: Startups often have limited resources, so you may need to be creative in generating leads and driving sales. This may include leveraging online marketing channels, such as social media and search engine optimization (SEO), or building partnerships with other businesses.
- Resource constraints: Startups often have limited budgets and manpower, so you may need to be resourceful in executing your marketing strategies.
- Flexibility: Startups are often characterized by rapid change and growth, so you need to be able to adapt to new challenges and opportunities quickly and cross-functionality – includes wearing many hats.
- Measuring and demonstrating impact: You will need to be able to measure the success of your marketing efforts and communicate this effectively to stakeholders.
Despite these challenges, working in a startup can also provide many opportunities for growth and career development. You will have the chance to shape the company’s marketing strategies and make a tangible impact on its success.
What is it like being a B2B Marketer
B2B marketing requires a deep understanding of the target audience, including the challenges they face, their buying processes, and the key decision-makers within the organization. B2B products and services are often more complex than consumer products, so it’s important for B2B marketers to effectively communicate the unique features and benefits of their offerings.
B2B marketing often requires building long-term relationships with customers, which may involve regular communication and relationship-building activities. B2B marketers often rely on data and analytics to inform their marketing strategies and measure the impact of their efforts.
Overall, B2B marketing requires a deep understanding of the target audience, strong relationship-building skills, and the ability to effectively communicate the value of complex products and services.
Aishwarya’s role involves cross-functional leadership and managing a group of experts from different departments with different functions and skill sets. This requires active participation to identify the right people for exemplary work, get them to collaborate, and facilitate projects to take off. Aishwarya has previously developed IMC strategies for SMEs, agencies, and government projects across EMEA & APAC regions, a multi-industry marketing career that gives her a diverse perspective, adding value to key decision making processes.
Aishwarya was asked what distinguishes her from other skilled marketers. She replied, “It could be my intense curiosity about the world and my ability to communicate it to my team. I’ve cultivated a logical and empathetic perspective which has been vital in securing buy-ins from partners. I am dedicated to ongoing learning, as the marketing industry is constantly changing and failure is a necessary part of the experimentation journey.”
In the future, Aishwarya sees herself continuing to learn and evolve in her career, taking on more responsibility and leveraging her expertise in the hospitality-tech space. She is excited to see new startups changing the hotel-tech landscape and is looking forward to the industry adopting and embracing such technology.
Aishwarya Selvan is a shining example of a marketer who consistently strives for excellence in her field. With her business and strategic marketing background, ability to balance agility and stability, and commitment to lifelong learning, she is poised for continued success in the hospitality-tech space. Her innovative approach and passion for the latest technology and digital advancements make her an invaluable asset to any organization.
She can be followed on LinkedIn, or you can reach out to her on Twitter at @aishwaryaselvan.
