There is a specific way Loop Marketing measurement goes wrong, and it is worth naming before anything else. Three of the four stage metrics HubSpot publishes measure activity: how fast content is produced, how much it costs, and how many…
Answer engine optimization has become the part of Loop Marketing that generates the most noise and the least clarity. Vendors promise visibility in AI answers, dashboards report scores nobody can quite explain, and no one can guarantee how a model…
Most coverage of AI in Loop Marketing reads like a feature list with stage names attached. That is not much use to a marketing leader deciding what to actually delegate, because the interesting question is not what the tools can…
The fastest way to get no value from Loop Marketing is to start at the tooling. Switch on the AI features, rename your campaigns as loops, and you will produce more content than before with the same positioning and the…
Every few years someone announces the death of the funnel, and every few years marketing teams keep using it, because forecasting and stage conversion rates are genuinely useful. HubSpot’s Loop Marketing is the latest of these announcements, and it deserves…
A growth loop can look as if it is failing in every standard report and still be the healthiest part of the business. Channel dashboards credit the last touch. Funnel reports measure stage conversion. Neither is built to see an…
Many B2B content teams live on a treadmill. They publish a set number of articles each month from a keyword list, watch traffic rise a little, and start again with the next list. Each article is a separate bet. Very…
Most growth loops fail on the whiteboard, not in execution. A team draws a neat circle (content, traffic, leads, customers, back to content) and calls it a loop. Six months later nothing has compounded, because nobody could say who moved…
The most famous growth loops belong to consumer apps and self-serve software: products that spread because using them exposes new people to them. They make good case studies and poor templates for most B2B companies. A firm selling a six-figure…
Open most B2B marketing dashboards and you will find a funnel: visitors at the top, marketing-qualified leads in the middle, opportunities and closed deals at the bottom. The shape is familiar, the conversion rates are tidy, and the quarterly review follows a well-worn script.…
Director & Technology Head
Currently working as IT & Strategy advisors for various companies. Himanshu have 22+ years of rich experience in IT Program Management, Quality Assurance, and ERP implementations. Led key initiatives as PMO Head at IL&FS Technologies Limited. Managed Project implementation reviews and management reporting related to all projects at ITL. Key responsibilities included Implementation of Risk management framework, ICFR, Process training and Decision support for Top Management. Done rollout of internal project management applications and processes organization wide. Project management office setup for large IT e Governance programs. Implemented and Managed end to end Quality programs like CMMI Dev ML 5, CMMI SVC ML3, IS0 27k, ISO 20k, ISO 9001, Application Security audits, Vulnerability Assessments and Penetration testing for locations, data centers, and large e Governance programs. Earlier worked as a Program Manager and Business Analyst at IL&FS Technologies Limited for ERP projects (on Dynamics Ax and Navision).
Co-Founder
Nishant Mishra brings in over 20+ years of a perfect blend of entrepreneurial and corporate experience. His experience of working in the global consulting team at IGATE, knowledge of technology as a business, and setting up marketing and customer service teams from the ground up augurs well for The Higher Pitch’s clients. He specializes in marketing strategy, research and customer intelligence, solution building, and digital marketing, which are core elements of the company’s offerings. Nishant spent a significant amount of time at IGATE working in demand generation, digital marketing, and later in Retail & CPG consulting group. During his tenure at IGATE, he has worked on various programs around Digital Strategy, Omnichannel Retailing, and Customer Experience Management. Nishant has also led regional marketing for Birlasoft’s Europe and APAC region and has successfully carried out integrated marketing programs including advisory relations and demand generation. Early in his career, Nishant spearheaded a digital startup where he also set up an offshore customer service team for a Bay Area-based note-taking app company, which resulted in a saving of several hundred thousand dollars during the engagement period. The startup is now valued at more than a billion dollars today. He has also led the nation-wide brand launch for one of India’s leading low-cost tablet PCs and built an overall marketing ecosystem for them.
Co-Founder
PD has more than 24+ years of corporate work experience, mostly in technology marketing and sales across the US, India, and Japan. A large part of his career was at IGATE, India’s sixth largest software exporter, till the French major, Capgemini acquired it in 2015. Through his career, PD has anchored several high-decibel marketing campaigns, turnarounds, and brand transformations, all the while focusing on efficiencies and returns on marketing. He has also successfully led integrated demand generation programs apart, and specializes in executive connects and value-based business networking. At IGATE, PD was the global head of communications and PR and was the face of the company during significant events such as M&As, digital campaigns, as well as unusual crisis situations. He has been part of the IGATE journey as it rose from $80 million to $1.2 billion in revenues over nine years. PD was also the Head of Marketing for GlobalEdge Software and LiquidHub, India. PD is an alumnus of the Indian Institute of Management, Bangalore (IIMB), and is a graduate in Life Sciences from Bangalore University. He has been part of business bodies in the country such as the CII-Young India Chapter and the Marketing Chapter at NASCOMM.