Prasan, do you see a lot of changes taking place in B2B marketing? >> Yes, over the years we've seen a huge change in the way we sell across the world. It used to be very uni-dimensional in the way we used the satellites. Today, we factor in that there are multiple messages that need to land inside an. >> Okay, okay. >> And the larger the organization, the more complexity that it brings to it, and hence, more messages. To give you a context of how this would work in a software company. We realize that the CFO, who's typically not been the person that we've targeted with our messages becomes in many ways the decision-maker, given how much they control the budget. So where traditionally software companies have talked to CIOs and all the messaging has been to the CIO. >> That's almost like to Alex's point about being in the back office. >> Yes. >> Someone has the real power. >> Absolutely. Absolutely. >> [LAUGH] >> Yeah. Yeah. >> And in many cases we've also seen that with the democratization of technology. >> Right. >> With more and more people having access to more and more devices and technology. >> Right. >> Decision making and the way which they, people communicate their opinions for a decision to be made has changed. >> Okay. >> Today, employees across a vast organization can, within a few minutes communicate their discomfort with a new technology. >> Right, right. >> And so the best well considered message on value when economics of that decision goes to shreds when they hear this feedback. >> Right, right. >> So it has changed. I think because of the way technology has enabled individuals it has changed. It's no longer B2B, it's almost where you talk to the business but you also talk to the end consumer because there is that consumer inside that organization, or their customer in some cases. >> Right, it's almost as if you're saying that you have like, social media dynamics even in B2B marketing. >> Yes, absolutely. >> And the challenge is very similar, because of this democratization, you as the vendor have to lead the narrative. >> Yes. And the way we sell and market has changed. In the past, a person that you were selling to expected you to come in and tell them about your product. Today, you go into the customer organization expecting them to already have an opinion about your work. >> Yeah, yeah. >> You are now finding a way to tell them what they don't know. >> Okay. >> And what the Internet didn't tell them. >> Okay. >> And so it's a very different kind of selling. >> Right. >> What we've also realized is because of technology making this possible or creating this new opportunity. It's both an opportunity for marketers to tap into this new environment that's been created. But it's also a challenge because in the past you controlled the message, you don't anymore. >> Right. >> The message happens before you've landed it. >> Right. >> And so you're now countering what their environment was. And how your message landed in their environment before you got it. >> Right. >> So, it's very different. And it's changing dramatically in the last few years, social has been a factor. But I think technology and the way people use technology, I think devices, what this is meant is today we access marketing more consistently, more often than any decade before us. Because of that, even businesses today need to be communicated in a different way than we were communicating before. We never taught that having a Facebook page would now predetermine whether you were with it or not with it from a business point of view. And whether you're a large organization or a small organization, that seems to be the case. >> So we're talking about innovation. So Alex, how is innovation, how is technology impacting B2B marketing? >> Well, I guess we've done [INAUDIBLE] globalizations, Internet. Now we've ordered the big data is coming in. Every organization have to face the fact that we have to change accordingly to meet the expectation of these technology that bring changes faster than expected. So, in our business contact technology are moving in such a pace, that feedbacks is coming in much faster. Information is being transmitted to us in a very fast moments. And when we have to respond also at a very fast pace. And also technology has even further enhanced our productivity. Like what we have done in the past few years, we are planning to inculcate art finding technologies. We try to put in more resource planning into IT to actually help us to analyze the data. There was never have placed in our. And consumers, or even the customers now, expect us to give them this kind of data. To create additional value for them, so that it can make better decisions and to even go into the very detailed costing. And knowing that we are the best elective vendor and things. Expectations technology has bring forward a lot of, well obviously a lot of processes, we've fought a lot of battles. But at the same time I've also given rise to higher expectation from our customers. [INAUDIBLE] >> So what you're saying is it helps you but it also raises the bar. >> Great. Yes exactly and people is now talking about can you do this, can you do that? And this is right, 10 years ago, people don't ask these kind of questions. Right, and people expect us to just keep going, and expect more from you. So we had to continue, not only put outside the frame, but continue provide for customers. >> Right, right. >> And then they can provide for their consumers. >> Right, right. >> So this is something that is a chain reaction. >> Right, right. >> And is very, very strongly bonded.
