Interview: Sri Hari, Chief Business Officer of GenY Medium, a leading digital marketing agency

An interview with Sri Hari, Chief Business Officer of GenY Medium, a leading digital marketing agency offering specialized advertising and marketing services

We are honored to speak with Sri Hari, the Chief Business Officer of GenY Medium, a leading digital agency renowned for its expertise in marketing technology and digital transformation consulting.

Under his leadership, GenY Medium has set new benchmarks in advertising and marketing services. Join us as we explore Sri Hari’s strategic vision and the innovative solutions driving success in the ever-evolving digital landscape.

GenY Medium offers specialized services in Marketing Technology and digital transformation consulting. Could you give us an overview of how your agency leverages these areas to help clients achieve their business goals?

Sri Hari: The two pillars that we extensively work on are revenue growth and efficiency improvement.We focus on helping brands adopt technology practices into their marketing efforts which can drive improvements on the pillars mentioned above.

For example, we use automation to improve customer experience hence driving higher LTV thus impacting revenue. Another example is a case where we intervene with the sales process, automating a few touch points using chatbots and lead nurturing frameworks.

By implementing this, we bring a considerable improvement in the conversion percentage, thus improving the efficiency of the sales process.

How does GenY Medium stay ahead in the fast-evolving digital marketing landscape, particularly in terms of adopting new technologies and trends?

Sri Hari: We believe that keeping up with the fast-evolving landscape requires a) Exposure and b) Application of what we are exposed to. To drive exposure, we attend as many industry events as possible. A lot of webinars where industry experts share their knowledge and tactics is a rich source of knowledge and exposure.

And second, we drive adoption by applying the new learnings and tools for most of our clients. With a lot of clients, we have a monthly or quarterly experiment calendar which requires us to apply new technologies or tools in the context of growth or efficiency improvement. Having this discipline of experiment calendars gives us room to bring in new technologies.

What are some common challenges clients face when implementing digital transformation strategies, and how does GenY Medium address these challenges?

Sri Hari: The top challenge most clients face is to drive internal adoption of the technologies which come we may bring in. A new adoption requires an elaborate exercise of change management.

Driving change within long standing internal employees is challenging as it involves training them, changing their processes, helping them relearn and in essence bringing about a workflow and behavioral change.

While building the solution, we try to keep the workflow of automations as close as possible to the company’s original workflow thus minimizing process shift. We try to take feedback on interfaces of multiple tools from the client team before we finalize the solution, thus building a comfort level with the tool.

And finally, we have overlap and change management periods where the client gets time to get used to the new process and workflow. Crafting a marketing digitalisation journey is sensitive and time consuming work.

In your opinion, what are the key factors that differentiate GenY Medium from other digital agencies in the market?

Sri Hari: We are a consulting and solution first agency. We discuss marketing problem statements first before we propose any of our services to our prospects. This DNA helps us build deep and integrated relationships with clients.

To explain this with an example, a typical lead generation agency would generate leads for your business and consider the job done. We generate leads, we conduct mystery shopping to evaluate the sales funnel first hand, we speak regularly with the sales team to find insights from the generated leads.

We also help the sales team with their script as well. I believe this deep integration and a consulting approach is what differentiates us.

What advice would you give to businesses looking to enhance their digital presence and adopt Marketing Technology solutions effectively?

Sri Hari: A good starting point would be for the business to assess themselves on the digital maturity matrix by BCG. Once the benchmarking is done, the business can start building a priority and the change roadmap.

The transformation journey has a set of both organizational enablers and technological enablers to have in place for most effective implementation. Having a marketing technology consultant can then help put contours and details into this plan.

Once the above steps are in place, then a religious and whole hearted execution is what it takes to truly adopt.

Sri Hari’s forward-thinking approach and deep understanding of digital transformation highlight GenY Medium’s pivotal role in the industry. As we wrap up, his insights reinforce how strategic innovation in marketing technology continues to revolutionize business practices.

It’s evident that under his guidance, GenY Medium will remain at the forefront of digital excellence, shaping the future of advertising and marketing.

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