A Chat with the Head of Marketing of CSM Technologies, Bibhuti Routray

The CMO Chats Newsletter brings invaluable insights from the world’s CMOs straight to you. Learn about the unique challenges they face, the marketing opportunities they explore, and the innovative strategies they deploy.

For the upcoming newsletters, we'll be catching you up with our recent conversations with notable marketing leaders around the globe. In this edition, we have the Head of Marketing of CSM Technologies , Bibhuti Bhusan Routray who discusses AI content challenges and attention spans, how to leverage niche distribution channels for marketing, and how marketing storytelling unifies teams.

Here’s a glimpse of what you’ll learn:

• Prioritising brand equity by humanising the brand and focusing on core values
• Tackling AI-generated content issues and reducing consumer attention spans
• Using niche distribution channels and customised experiences over traditional media
• Storytelling in marketing to align internal teams and engage external audiences

Keep reading to get a snippet of the full discussion! To watch Bibhuti's interview, you can head to YouTube and find it in our CMO Chats interview series. You can also listen to the interview on Spotify, or pour yourself a nice cup of coffee and read the full interview. Subscribe to the CMO Chats newsletter on LinkedIn to keep up-to-date with our conversations with today's marketing leaders.

Can you tell me about a particularly innovative or successful marketing campaign your team has recently executed?

Last year, we started a campaign called Lean on Us. You may have noticed that in our logo as well, there are three slanted lines. These represent the pillars on which our customers, or partners could lean on.

We started with conducting market research on the actual issues that our customers face. When I talk about the public sector, there are massive issues like lack of transparency, problems with archaic technology being used, or technology debt being around. We identified these as big problems that cascade into even bigger problems when they pertain to the citizen services which are delivered via these public sector agencies. We’re looking at massive issues that affect society on a day-to-day basis.

We said, Let’s create a campaign around it. Let’s have this discussion around these problems that society at large today faces because there is a problem with the technology that is being used. We decided to make the campaign very empathetic without having to, you know, show our customers a prospect in a poor light. We said that these are problems that we understand, and we understand that we need partners, and that’s where we come in. There’s no sort of magic going to happen. It’s going to be a drawn process, but we’re going to be there with you, and that’s what Lean On Us actually meant. It resulted in about 8x more visibility on digital platforms, about a brand lift-up of about 2-3%, and about 10–13% more improvement in the brand chatter on B2B platforms. So I would say that’s a fairly successful campaign for us.

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