Manish Godha, founder and CEO of Advaiya, was one of the speakers at the INTEROP 2013 event held in Mumbai recently.

Manish took a session on Technology marketing, where he spoke about how to look at marketing in the business of technology and the concepts of Advaiya Technology-Marketing-as-a-Service (TMaaS) – an enginized approach to technology marketing.

Manish said, “though Technology Marketing is a category of marketing, but it is different in many ways. Technology buying involves realizing the value of technology in complex business contexts. In this regard, the Technology marketers today have a bigger role to play. They should be part of the entire technology lifecycle from product strategy to its adoption and support in the client’s organization”.

In this session, Manish also talked about how B2B and B2C converge in context of technology, what technology marketing entails, and how Advaiya TMaaS – a scalable and elastic engine – can help technology organizations supercharge their technology marketing functions and optimize their marketing processes.

He also illustrated a couple of manifestations of TMaaS in areas of – Pitch process optimization, Community intervention and management, Market expansion, Optimizing pipeline management, etc.