Presentation by Jessie Paul, Managing Director, Paul Writer Strategic Services at The Great Indian B2B Marketing Summit (3rd December, Bangalore)

1. Marketer, Brand Thyself!
GREAT INDIAN MARKETING SUMMIT
3 December, 2010.
Photo Courtesy Rama V, Flickr
Friday 3 December 2010

2. In the land of 1 billion people...
DOING LEADING THINKING
CXO
Middle Management
Junior Execs ???
Courtesy: Kacey, Flickr
Renaissance Chambara
Friday 3 December 2010

3. Defining Your
Brand
SYMBOLS
HEROES
RITUALS
VALUES
PRACTICES
SOURCE: GEERT HOFSTEDE
Friday 3 December 2010

4. What facets can we show?
DESIRED
MESSAGE
PASSION PERFECTION PUBLIC
INTEREST
PROCESSES, BEST
ENTRY-LEVEL
PRACTICES, METRICS,
EXECS
CREATION
OPINIONS, FORWARD-
MIDDLE
LOOKING STATEMENTS,
MANAGEMENT
PROFITABLE HR ISSUES, ORG VIEWS
VISION FOR THE
C-SUITE
INDUSTRY, FRAMEWORKS,
CONTENDERS
POLICY ISSUES
Friday 3 December 2010

5. Creating your marketing program
Media Influencer
Awareness
Relations Relations
Government
Analysts Friends &
Family
Employees
Other
Customers
Journalists Thought
Collateral Online
Leadership
Buyer Sales
Consumer
Guides
Trade
Consulting Associations
Companies
Expert
Buying
Users
Advisors
Academics Bloggers
Sample Marketing Ecosystem
Source: No Money Marketing, by Jessie Paul, Tata McGraw-Hill, 2009
Friday 3 December 2010

6. Go-to-market strategy
AWARENESS EVENTS, AWARDS, COMMUNITY (ONLINE+OFFLINE)
MEDIA QUOTES IN INDUSTRY STORIES, PROFILES, OP-ED, BLOGS
INFLUENCER HAVE A SHORTLIST OF 3 DREAM JOBS/FIRMS. MEET POTENTIAL JOB-GIVERS THERE.
RELATIONS CREATE A CAREER ADVISORY PANEL OF MENTORS
THOUGHT PERSONAL BLOG, LEADERSHIP ROLE IN INDUSTRY ASSOCIATIONS, ARTICLES ON
LEADERSHIP COMPANY SITE/NEWSLETTER, BOOK, CITATIONS
LINKEDIN PROFILE 100% COMPLETE, PDF RESUME, PROFESSIONAL PHOTO, WEBSITE,
COLLATERAL
YOUTUBE VIDEO, SLIDESHARE DECKS
ONLINE CRISP - COHERENT, RELEVANT, INTERACTIVE, SIMPLE, PERVASIVE
Friday 3 December 2010

7. What does success look like?
Acknowledged expert in that field
Known by name not by org title
Personal reputation = > company reputation
Friday 3 December 2010

8. Avoiding the mines
Drive a written, well-defined communications policy
Avoid mainline publications initially, and stay with niche
publications (avoid perception that you are hogging PR
bandwidth)
Do not circulate coverage received within the organization
(to avoid the perception of immodesty)
Politely but firmly move ghosting requests to co-author
requests (unless ghosting was part of your job definition)
Create brand maps for other senior execs too
Friday 3 December 2010

9. About Us
✤ Paul Writer is an advisory firm that helps define your marketing, Paul Writer is founded by Jessie Paul,
branding and communications strategy.
considered an expert in brand
✤ We provide frameworks, processes, expert support, and creative internationalization and frugal
insights to enable you to translate who you are into a cohesive marketing. In 2009, Jessie published No
marketing plan. Money Marketing, Tata McGraw-Hill’s
fastest selling professional book on
✤ Paul Writer brings expertise on marketing innovations across the
marketing.
spectrum of offline and online to reposition and communicate brand
values in a frugal, yet effective manner.
As Chief Marketing Officer of Wipro’s IT
business and as Global Brand Manager at
✤ Services offered are Infosys, she has been recognized for her
✤ Marketing Strategy Design contribution towards putting the Indian
✤ Validation & Advisory Services
IT industry on the global map.
With over 15 years in services marketing,
✤ Our clients include: including a stint with Ogilvy & Mather,
✤ Ramco Systems Jessie has been named one of the most
✤ Aujas Networks influential business women in India. She
✤ Allied Digital Services Ltd. runs a popular blog on marketing and
was India’s first CMO on Twitter.
✤ Venkataramanan Associates
✤ NIIT Technologies
✤ IDS Softwares
Friday 3 December 2010

10. Thank You
Writer: n A person entrusted with managing a tea
or coffee estate including the marketing and
operational management. A trusted advisor of the
estate owner. Origin: Colonial English.
Paul Writer: n A trusted advisor to brand
owners.
West African symbol or adinkra for “help me
and let me help you”
Friday 3 December 2010