Shobha Vasudevan, Head-Enterprise Communications And PR at Dell speaks to Charu Raizada in this episode of Mrigashira about change in marketing. She talks about how b2b and b2c marketing has changed in these years. An insightful conversation on the meaning of segment of one.

Decade ago, business communication, or b2b was mainly about boxes and speeds and feeds. But now it’s more beyond that. What it can do for you what it can do for your enterprise. How it can make you more efficient more productive and more competitive. These are the shift in communication which has happened in recent times.

“Usually B2C marketing is on an individual level, B2B marketing is now moving to a segment of one”.

Shobha Vasudevan

Dell is an essential company for the data era. Dell stores, re-processes, moves, protects indeed more data than almost anyone. Actually, half of the world’s mission critical data is on a Dell technology platform. So with this vast amount of data, probably, fuel the IT investments going forward.

It’s like ‘segments of one’. Usually B2C marketing is on an individual level. B2B is now moving to a segment of one. It is working towards the enterprise communication. Even B2B brands want to be in the customer intimacy space. Earlier it was like a PR mechanism. You would do something which works to a large section of audience but it’s not for anybody. The customer intimacy will be something that even a B2B marketer or communicator will be able to do. Dell is trying that successfully. Spray and pray technique that used to be so popular earlier, as an industry PR. But it is not. People were very famous for doing the spray and pray. You put out a release and pray to God that proves to be interesting. It does not work anymore, anywhere.