Today’s MarTech Top Voice is Orange Owl’s Founder and CEO Vivek Goel.
MTI: Hi Vivek, welcome to MarTech Top Voice Interview Series. Please tell us a little bit about your B2B SaaS journey.
Vivek: My journey in B2B SaaS marketing has been driven by a passion for helping tech companies scale. I’ve had the opportunity to work across various leadership roles, building GTM strategies and marketing frameworks that resonate with business needs. One of my pivotal experiences was working with Quixy, a no-code platform, where I led the marketing efforts that significantly grew their brand presence and product adoption. The shift toward SaaS models in B2B has taught me the importance of not just acquiring customers, but creating lasting relationships through continuous value delivery and personalized engagement.
MTI: Can you tell our readers what it is about the work you’re doing that’s disruptive?
Vivek: What I find disruptive is the blending of traditional B2B marketing strategies with cutting-edge technologies like generative AI and data analytics. At Orange Owl, we focus on tailoring GTM strategies that are highly personalized, moving away from generic marketing techniques. By using AI tools, we streamline content creation, improve decision-making, and provide deeper insights, which helps businesses not only capture leads but nurture them in more meaningful ways. We also integrate automation to eliminate repetitive tasks, allowing marketers to focus on strategy and creativity.
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MTI: We’d love to hear more from you on how GTM teams today are leveraging AI to drive growth and impact.
Vivek: GTM teams are increasingly leveraging AI to automate tasks, analyze vast amounts of data, and predict customer behavior. AI-driven tools allow teams to optimize content creation, personalize outreach, and continuously refine messaging based on real-time insights. For example, at Orange Owl, we’ve incorporated AI to generate personalized email campaigns and content, improving engagement rates significantly. AI also plays a key role in sales enablement by identifying the most promising leads and automating follow-up communications, which leads to faster conversions and increased revenue.
MTI: How can B2B tech marketers use social media to drive a better marketing-sales pipeline and lead generation initiatives?
Vivek: Social media is a goldmine for driving engagement and nurturing relationships with potential customers. B2B tech marketers can use platforms like LinkedIn to share valuable content, case studies, and customer success stories, positioning themselves as thought leaders. By leveraging targeted ads, particularly on LinkedIn and Twitter, marketers can reach key decision-makers and drive them into the sales funnel. Furthermore, engaging with the audience directly through comments, polls, and personalized messages helps create trust and a deeper connection, which leads to better lead generation and sales pipeline growth.
MTI: What are some of the biggest myths surrounding marketing, AI, and martech that you’d like to dispel here today?
Vivek: One of the biggest myths is that AI will replace marketers. In reality, AI should be seen as a tool to augment human capabilities, not replace them. It helps automate repetitive tasks, allowing marketers to focus on high-level strategy and creativity. Another myth is that martech is only for large companies with big budgets. In today’s world, there are scalable martech solutions for businesses of all sizes, and the right tech stack can drive huge efficiencies and ROI even for smaller firms.
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MTI: How can modern marketers capitalize on market research more to drive their growth goals?
Vivek: Market research provides the foundational insights that guide all marketing decisions. Modern marketers should invest in both qualitative and quantitative research to better understand customer pain points, market trends, and competitor strategies. By leveraging tools like customer surveys, social listening, and web analytics, marketers can craft highly targeted campaigns that resonate with their audience. Additionally, continually analyzing performance data helps marketers adjust strategies in real-time, ensuring they stay ahead of competitors and deliver the right message at the right time.
MTI: Could you share your insights on the current state of B2B marketing and martech, and what trends do you foresee shaping the landscape in 2024?
Vivek: B2B marketing is becoming more data-driven and customer-centric, with an increasing reliance on personalization and automation. Martech is evolving rapidly, offering advanced solutions in areas like AI, customer data platforms (CDPs), and predictive analytics. In 2024, I expect AI and machine learning to play an even bigger role in personalizing the customer experience, while companies will continue to shift toward integrated tech stacks that provide seamless data flow across marketing, sales, and customer service. Companies will also invest more in omnichannel strategies to create consistent, personalized experiences across touchpoints.
MTI: Can you share a few thoughts on the future of marketing and Martech before we wrap up?
Vivek: The future of marketing and MarTech will be defined by deeper integration of AI, greater emphasis on personalization, and more sophisticated data analysis tools. As automation continues to evolve, marketers will increasingly rely on AI not just for efficiency, but for strategic decision-making. Martech will evolve into more cohesive ecosystems that allow seamless integration between marketing, sales, and customer support, enabling a 360-degree view of the customer journey. This will allow companies to deliver hyper-personalized, impactful marketing at scale.
MTI: Is there a book, blog, newsletter, website, or video that you would recommend to our listeners?
Vivek: I’m not particularly into book reading because I believe that the wealth of information available on platforms like LinkedIn is unmatched. The marketing landscape evolves rapidly, and it’s hard to keep up with books, as they can quickly become outdated. Instead, I follow a select group of marketing influencers who regularly share actionable insights, tips, and strategies based on the latest trends and data. My advice would be to identify and follow the right people on LinkedIn, where you’ll find timely, data-driven content that offers real value. This is a fantastic way to stay informed and gain actionable takeaways for your marketing efforts.
MTI: Please tag a MarTech leader or researcher you would like to get featured on the MarTech Top Voice interview series.
Vivek: I’d like to tag Scott Brinker, the VP of Platform Ecosystem at HubSpot and the creator of the MarTech 5000. His insights on the intersection of marketing, technology, and business growth have been instrumental in shaping the MarTech landscape.
Thank you so much, Vivek Goel for sharing your insights with our audience. We look forward to having you again with us.
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About Vivek Goel
Vivek Goel is the Founder and CEO of Orange Owl, a B2B marketing agency specializing in helping tech companies scale through data-driven strategies, go-to-market planning, and innovative marketing solutions. With over 20 years of experience, Vivek is passionate about empowering businesses to succeed through personalized marketing strategies, leveraging both traditional techniques and emerging technologies like AI.
About Orange Owl
Orange Owl is a marketing agency dedicated to driving growth for B2B tech companies. We specialize in crafting tailored go-to-market strategies, brand positioning, lead generation, content marketing, and more. Our team leverages data-driven insights, cutting-edge technologies, and a personalized approach to ensure measurable results. At Orange Owl, we are committed to helping businesses scale, succeed, and build lasting relationships with their customers.
