Mirum India: Transforming Customer Relationship Management through Marketing Automation

CIO Vendor

Hareesh Tibrewala, Jt. CEO
We live in an era of ever evolving digital technology, and so does our customer. With the advent of multiple screens, the attention span of the customer is reducing every passing day. Add the hyper-competitive market to this scenario and you have a major marketing challenge at hand. The days of spray and pray are over. The only way to break through this clutter is to get up close and personal with the customer. This is where Marketing Automation technology comes into play.

Having said that, clients are not interested in buying technology. They want to buy a solution that addresses a business problem. They are looking for a partner who will help in increasing sales, getting better ROI, increasing engagement, and enhancing the overall consumer experience. This involves domain-understanding, digital understanding as well as expertise in leveraging the full power of the marketing automation platform.

This is exactly what Mirum has to offer. Mirum is not just a System Integrator. It is a complete end-to-end digital solutions company with major areas of practice across Media and Creative Technology and Salesforce Marketing Cloud. The company has a team of 225+ digital natives with a pan-India presence and is part of WPP/Wunderman Thompson Network.

Clients find this digital understanding a USP of Mirum, which sets them
apart from other technology partners. Mirum is able to talk about the technology in the same breath as that of digital marketing, and this creates a lot of confidence with both, CIOs and CMOs.

Mirum is a Salesforce Gold Consulting Partner with expertise in Lifecycle Marketing through personalized communication using Salesforce Marketing Cloud. The company provides the suite of services from solution architecture, solution implementation, campaign management, data analytics, content creation to media planning services.

Talking about Mirum’s approach to Marketing Automation, Hareesh Tibrewala, Jt CEO of the company, says, “The starting point is an in-depth understanding of the customer behaviour, basis the available data, domain expertise and market intelligence. With this understanding, consumer personas are sketched. And then for each of the personas, consumer life-cycle journeys are crafted. This ensures that every consumer gets engaged on the right channel, at the right time with the right messaging. This results in great consumer experiences.”

The company is one of the oldest Salesforce Marketing Cloud partner in the country. Eight years back, Mirum brought Radian6 to India when social listening was in its nascent stage. The company now runs a 24x7 Social Listening Command Centre and believes every brand should invest in social listening. Hareesh Tibrewala says, “Social Listening can help a brand understand consumer sentiment across multiple buckets (price, service quality, competition etc), in real time. It provides an opportunity for the brand to engage with the consumers and address their queries. It also enables brands to identify new sales opportunities. If a consumer is asking for category guidance on a social channel, that becomes a potential opportunity for the brand to engage with that prospect”.

Looking at the future, Mirum is betting big on MarTech to bring in the next big marketing revolution. During the course of the year Mirum has planned significant investments in new products like DMP, Datorama, GA 360 and Interaction Studio. With global clients on the roster, Mirum’s Marketing Cloud services team is expected to double in the next 9 months’ time.