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Ever wondered how challenger tech brands compete (or co-exist) with industry giants like Adobe and Salesforce? In this enlightening conversation, Aditya Venpati, VP of Marketing at MoEngage, shares the trust, creativity, and distribution strategies that help an AI-first customer engagement platform stand out in crowded B2B tech markets.

Aditya’s journey from engineer to marketer gives him a practical lens on SaaS marketing and go-to-market decisions. He asks a simple question of every tactic, does it actually work for the end user? That mindset powers a human-centric strategy focused on building trust, solving real customer problems, and creating content people want to share.

What truly differentiates MoEngage is creative content with built-in distribution. Their “Adapt or Die” coffee table book features 13 contributors across nine companies, many not customers, which adds credibility and automatic reach. At events, they trade generic swag for custom-engraved Stanleys and “hydration kits” that spark genuine conversations. These experiential touches create positive emotion and brand recall long before a product demo.

Instead of pitching a rip-and-replace, MoEngage positions as a complementary layer to existing platforms. This B2B2C reality acknowledges long vendor relationships and focuses on specific use cases where MoEngage adds incremental value, opening doors in accounts that might otherwise be hard to penetrate.

Behind the scenes, Aditya has built a marketing culture around four non-negotiables, customer problems first, growth mindset, ask forgiveness not permission, and trust. That environment fuels bold experiments that often outperform traditional tactics, especially as AI changes how buyers research and decide.

As channels shift fast, Aditya’s advice for tech CMOs is simple, keep a constant pulse on how your audience consumes information. Regular customer conversations reveal changing patterns across LinkedIn, search, and AI-assisted research, and can be the difference between relevance and obsolescence.

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🎧 Tech Marketing Rewired is hosted by Kevin Kerner, founder of Mighty & True.

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