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Pradeep Krishnamurthy
Product Manager at HCL Software
Pradeep Krishnamurthy is a Product Manager at HCL Software and has a potpourri of around 20 years of experience acquired in software products, IT services, and consulting in the areas of product strategy, product management, business planning, and operations & consulting in CRM &ERP technologies. He currently manages the introduction and release of new & adjacent capabilities in the Unica Marketing Platform.
Posts by Pradeep Krishnamurthy
Marketing & Commerce | November 27, 2020
Point and Click Integration to manage your marketing mayhem
The fabric of marketing technology is no longer a giant software monolith. As we saw a proliferation in customer touchpoints and channels, we expected an enterprise had to deal with to have a certain amount of complexity with their marketing tech landscape - To the extent that the average enterprise uses about 91 marketing cloud services in its portfolio! It is expected of Marketing Campaigns to evolve from being piecemeal marketing initiatives to truly integrated marketing campaigns. However, according to Gartner, Inc., Marketing leaders struggle to make progress in the utilization of their marketing technology (Martech) stack capabilities. This is because marketers have struggled to put the best of breed martech technologies together in an integrated manner to power a comprehensive and integrated campaign. A well-planned integrated campaign demands synergies across a wide range of areas including but not limited to: Marketing automation platform, Email Delivery Engines, Digital Messaging Platforms, CRM platform, Ad Tech Platforms, Inbound channels like website, call centers, social media handles…This means collaboration between teams, data handoffs, schedule adherence – in a nutshell, a tremendous amount of agility and responsiveness between teams that handle various functions/technologies across the marketing landscape. The complexity exponentially increases when multiple such integrated campaigns need to be handled simultaneously, which calls for more simplified yet sophisticated design and integration tools at the marketers’ disposal. Unica Journey is a good example of a Customer Experience Design and orchestration Tool. While Unica Journey solves the problem of designing the integrated customer experience journey end to end, helps visualize it and to an extent enable automation between various capabilities of Unica, but how about integration with the other 3rd party systems? What is Unica Link? Unica Link is an Out of box, low code, fast, and flexible integration framework to create quick and seamless App Integrations with Unica...
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