{"id":1781,"date":"2020-08-16T22:00:12","date_gmt":"2020-08-16T16:30:12","guid":{"rendered":"https:\/\/www.saasworthy.com\/blog\/?p=1781"},"modified":"2020-08-17T04:45:47","modified_gmt":"2020-08-16T23:15:47","slug":"interview-with-varun-thunuguntla-marketing-director-digital-unit-sonova-group","status":"publish","type":"post","link":"https:\/\/dev.saasworthy.com\/blog\/interview-with-varun-thunuguntla-marketing-director-digital-unit-sonova-group","title":{"rendered":"Interview with Varun Thunuguntla, Marketing Director \u2013 Digital Unit at Sonova Group"},"content":{"rendered":"\n<p>At <a rel=\"noreferrer noopener\" href=\"https:\/\/dev.saasworthy.com\/bloglist\/saas-talks\/\" target=\"_blank\">SaaS Talks<\/a>, we have focused on the leaders in the SaaS industry. But it\u2019s also important to talk to people to understand how the ever-evolving industry has helped them and their businesses. That\u2019s why, this time around, we\u2019re talking to Varun Thunuguntla, Marketing Director \u2013 Digital Unit at the Switzerland-based Sonova Group.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"538\" src=\"https:\/\/images.saasworthy.com\/blog\/wp-content\/uploads\/2020\/08\/Interview-with-Varun-Thunuguntla-Marketing-Director-Digital-Unit-at-Sonova-Group-1-1024x538.jpg\" alt=\"\" class=\"wp-image-1787\" srcset=\"https:\/\/dev.saasworthy.com\/blog\/wp-content\/uploads\/2020\/08\/Interview-with-Varun-Thunuguntla-Marketing-Director-Digital-Unit-at-Sonova-Group-1-1024x538.jpg 1024w, https:\/\/dev.saasworthy.com\/blog\/wp-content\/uploads\/2020\/08\/Interview-with-Varun-Thunuguntla-Marketing-Director-Digital-Unit-at-Sonova-Group-1-400x210.jpg 400w, https:\/\/dev.saasworthy.com\/blog\/wp-content\/uploads\/2020\/08\/Interview-with-Varun-Thunuguntla-Marketing-Director-Digital-Unit-at-Sonova-Group-1-143x75.jpg 143w, https:\/\/dev.saasworthy.com\/blog\/wp-content\/uploads\/2020\/08\/Interview-with-Varun-Thunuguntla-Marketing-Director-Digital-Unit-at-Sonova-Group-1-768x403.jpg 768w, https:\/\/dev.saasworthy.com\/blog\/wp-content\/uploads\/2020\/08\/Interview-with-Varun-Thunuguntla-Marketing-Director-Digital-Unit-at-Sonova-Group-1-390x205.jpg 390w, https:\/\/dev.saasworthy.com\/blog\/wp-content\/uploads\/2020\/08\/Interview-with-Varun-Thunuguntla-Marketing-Director-Digital-Unit-at-Sonova-Group-1-820x431.jpg 820w, https:\/\/dev.saasworthy.com\/blog\/wp-content\/uploads\/2020\/08\/Interview-with-Varun-Thunuguntla-Marketing-Director-Digital-Unit-at-Sonova-Group-1-1180x620.jpg 1180w, https:\/\/dev.saasworthy.com\/blog\/wp-content\/uploads\/2020\/08\/Interview-with-Varun-Thunuguntla-Marketing-Director-Digital-Unit-at-Sonova-Group-1.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_17 counter-hierarchy counter-decimal ez-toc-grey\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class=\"ez-toc-list ez-toc-list-level-1\"><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/dev.saasworthy.com\/blog\/interview-with-varun-thunuguntla-marketing-director-digital-unit-sonova-group\/#1_Your_journey_as_a_marketing_professional_Ive_been_working_in_the_online_marketing_industry_since_2006_after_having_graduated_in_Economics\" title=\"1) Your journey as a marketing professional. I\u2019ve been working in the online marketing industry since 2006 after having graduated in Economics.\">1) Your journey as a marketing professional. I\u2019ve been working in the online marketing industry since 2006 after having graduated in Economics.<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/dev.saasworthy.com\/blog\/interview-with-varun-thunuguntla-marketing-director-digital-unit-sonova-group\/#2_What_are_your_thoughts_on_how_has_marketing_evolved_over_the_years\" title=\"2) What are your thoughts on how has marketing evolved over the years?\">2) What are your thoughts on how has marketing evolved over the years?<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/dev.saasworthy.com\/blog\/interview-with-varun-thunuguntla-marketing-director-digital-unit-sonova-group\/#3_Which_marketing_channels_do_you_use_primarily_What_would_be_your_insights_from_each_of_them\" title=\"3) Which marketing channels do you use primarily? What would be your insights from each of them?\">3) Which marketing channels do you use primarily? What would be your insights from each of them?<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/dev.saasworthy.com\/blog\/interview-with-varun-thunuguntla-marketing-director-digital-unit-sonova-group\/#4_What_are_your_favorite_SaaS_software_for_marketing\" title=\"4) What are your favorite SaaS software for marketing?\">4) What are your favorite SaaS software for marketing?<\/a><\/li><\/ul><\/nav><\/div>\n<h3 id=\"1-your-journey-as-a-marketing-professional-ive-been-working-in-the-online-marketing-industry-since-2006-after-having-graduated-in-economics\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Your_journey_as_a_marketing_professional_Ive_been_working_in_the_online_marketing_industry_since_2006_after_having_graduated_in_Economics\"><\/span>1) Your journey as a marketing professional. I\u2019ve been working in the online marketing industry since 2006 after having graduated in Economics.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>My first stint was as an Account Manager at Google for a portfolio of North clientele. After that, I stepped out of Digital for a brief period and went into traditional marketing at General Electric in Paris. Over the last 8 years, I\u2019ve been working in startups of various sizes in Berlin across e-commerce, gaming, streaming, and currently health tech.<\/p>\n\n\n\n<p>My current role has been predominantly as a Marketing leader for B2C and B2B2C assignments (particularly with mobile apps and websites), but also across product and <a href=\"https:\/\/www.saasworthy.com\/list\/crm-software\" target=\"_blank\" rel=\"noreferrer noopener\">CRM<\/a>, thereby helping me develop a holistic approach to all things spanning branding to conversion. I\u2019ve made my way to a more strategic position but still enjoy running operational campaigns on the side on a continual basis.<\/p>\n\n\n\n<h3 id=\"2-what-are-your-thoughts-on-how-has-marketing-evolved-over-the-years\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_What_are_your_thoughts_on_how_has_marketing_evolved_over_the_years\"><\/span>2) What are your thoughts on how has marketing evolved over the years?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>As someone who has experienced the advent of the internet and the colossal change it has brought to traditional marketing through digital, I think this is a realm that\u2019s constantly influenced by pop culture, technology, and data-driven efficiencies. Everything from machine learning, artificial intelligence, IoT, and Big Data is now a part of our everyday approach to user acquisition and marketing operations. As everyday marketers, we have made the journey from purely research-backed (or worst case, guesswork) marketing to hypothetical testing that draws from data repositories we maintain of our target audience. The modern marketing landscape draws from various touchpoints that we establish through CRM systems, Product, as well as user group studies and thereby informs our daily operations in a cost-efficient manner. I think the future of marketing will be clearly influenced by data privacy, and the gamut of legal regulations that come with ensuring customer protection. We already see signs of these movements across Safari and iOS in mobile as well as impending changes in Google Chrome and Firefox for the web. Marketing will need to change the game, based on the limited data or new forms of \u2018intent\u2019 based targeting that follows from all these measures.<\/p>\n\n\n\n<h3 id=\"3-which-marketing-channels-do-you-use-primarily-what-would-be-your-insights-from-each-of-them\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Which_marketing_channels_do_you_use_primarily_What_would_be_your_insights_from_each_of_them\"><\/span>3) Which marketing channels do you use primarily? What would be your insights from each of them?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Every one of my organization\u2019s marketing units has differed in their respective portfolio of channels not only in terms of \u2018spread\u2019, but also in terms of spend weightages between them. The overall purpose of any marketing campaign, be it branding or performance, needs to address an audience that shows the tendencies or a strong intent of \u2018converting\u2019 into a product or service and based on the exact demographic we need to go after the right channel platform to do so would differ as well.<\/p>\n\n\n\n<p>Native channels like Taboola and RevContent, alongside certain social channels like Facebook and Reddit definitely make up a healthy chunk of our acquisition platforms. However, SEO and Google Search also contribute to brand building and performance marketing. Insights per channel would be hard to summarize as a simplistic answer however, my only suggestion would be to pay attention to user behavior on every platform and what needs to be done at both a creative level as well as a content \/ copy level when you speak to the audience on every channel. For instance, pay more attention to community management on a social platform, apart from making an ad creative look more genuine, and suited to the rest of the platform\u2019s context.<\/p>\n\n\n\n<h3 id=\"4-what-are-your-favorite-saas-software-for-marketing\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_What_are_your_favorite_SaaS_software_for_marketing\"><\/span>4) What are your favorite SaaS software for marketing?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p><a rel=\"noreferrer noopener\" href=\"https:\/\/www.saasworthy.com\/product\/salesforce\" target=\"_blank\">Salesforce<\/a> is a top favorite of mine when I think about SaaS. It has enabled most small and mid-size businesses to collect information on customers, prospects and leads within a single online platform as well as providing access to critical data on any connected device at any time by an employee through its customer relationship management offering.<\/p>\n\n\n\n<p><strong>Related read:<\/strong> <a href=\"https:\/\/dev.saasworthy.com\/blogsaas-marketing-in-the-times-of-covid-19\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing in the times of COVID-19: how are SaaS marketers engaging with customers<\/a><\/p>\n\n\n\n<p>Microsoft took its MS Office offering and now gives the same flexibility through <a rel=\"noreferrer noopener\" href=\"https:\/\/www.saasworthy.com\/product\/office-365\" target=\"_blank\">Office 365<\/a> that many companies appreciate, especially during these times of COVID and remote work. The entire Google <a rel=\"noreferrer noopener\" href=\"https:\/\/www.saasworthy.com\/product\/g-suite\" target=\"_blank\">G Suite<\/a> and AWS are things most companies cannot live without in the present day. I know of no single company that doesn\u2019t use Google Analytics or integrates those learnings into other platforms or products to do their jobs better. When I think Conversion Rate Optimization, <a rel=\"noreferrer noopener\" href=\"https:\/\/www.saasworthy.com\/product\/optimizely\" target=\"_blank\">Optimizely<\/a>, and <a rel=\"noreferrer noopener\" href=\"https:\/\/www.saasworthy.com\/product\/hotjar\" target=\"_blank\">HotJar<\/a> are essential for <a rel=\"noreferrer noopener\" href=\"https:\/\/www.saasworthy.com\/list\/ab-testing-software\" target=\"_blank\">A\/B testing<\/a> things and understanding user behavior better. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>At SaaS Talks, we have focused on the leaders in the SaaS industry. But it\u2019s also important to talk to people to understand how the ever-evolving industry has helped them and their businesses. That\u2019s why, this time around, we\u2019re talking to Varun Thunuguntla, Marketing Director \u2013 Digital Unit at the Switzerland-based Sonova Group. 1) Your<\/p>\n","protected":false},"author":3,"featured_media":1782,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_editorskit_title_hidden":false,"_editorskit_reading_time":0,"_editorskit_is_block_options_detached":false,"_editorskit_block_options_position":"{}","footnotes":""},"categories":[156],"tags":[],"class_list":{"0":"post-1781","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-saas-talks"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Interview with Varun Thunuguntla, Marketing Director \u2013 Digital Unit at Sonova Group - SaaSworthy Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dev.saasworthy.com\/blog\/interview-with-varun-thunuguntla-marketing-director-digital-unit-sonova-group\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interview with Varun Thunuguntla, Marketing Director \u2013 Digital Unit at Sonova Group - SaaSworthy Blog\" \/>\n<meta property=\"og:description\" content=\"At SaaS Talks, we have focused on the leaders in the SaaS industry. 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