Balasubramanya B
Martech Architect
Bangalore
Summary
Results-driven MarTech Architect with 10 years of experience in Marketing Automation and Operations within the B2B sector. A Marketo Certified Solutions Architect & Expert, currently working at Wrike India, with deep expertise in Marketo, Marketo API, and a broad MarTech ecosystem, including CDP platforms (Adobe Experience Platform) and CRM systems (Salesforce, MSD). Adept at designing and implementing scalable marketing and sales technology solutions, optimizing demand generation, marketing operations, and digital transformation strategies.
Proven leadership in guiding teams through complex Marketo implementations, data-driven marketing strategies, and automation-driven user experiences. Passionate about MarTech innovations, cloud technologies, and the evolving digital landscape, ensuring seamless marketing-sales alignment and operational efficiency.
Overview
10
10
years of professional experience
10
10
Certification
Work History
Martech Architect
Wrike
12.2024 - Current
- Design and optimize marketing automation and revenue operations ecosystems.
- Architect and manage integrations across Marketo, Salesforce, Workato, Drift, Google BigQuery, LeanData, Salesloft, and Goldcast to enable seamless data flow.
- Develop scalable workflows, lead routing, and automation strategies to enhance campaign efficiency and sales-marketing alignment.
- Build and maintain data pipelines, ensuring accurate tracking, reporting, and analytics for data-driven decision-making.
- Implement AI-driven personalization, automation, and audience segmentation to improve customer engagement.
- Optimize sync processes between marketing and sales platforms to reduce data inconsistencies and improve operational efficiency.
- Collaborate with cross-functional teams to align MarTech solutions with business goals and growth strategies.
Senior Technical Consultant [Adobe Marketo Engage Architect Expert Certified]
Adobe India Pvt Ltd
08.2021 - Current
- Holding certifications as a Marketo Certified Architect (MCSA) and dual Marketo Certified Expert (MCE)
- Offering professional consultation to empower customers with the Adobe Marketo Engage solution
- Designing intricate solution architectures to address diverse marketing challenges and achieve optimal outcomes
- Overseeing end-to-end implementation of marketing automation platforms, adhering to industry best practices
- Establishing seamless integrations between Marketo and CRM systems through native or custom solutions utilizing REST API
- Conducting comprehensive Marketo system audits and delivering recommendations for the adoption of best practices
- Collaborating with the product team to conduct beta testing for new Marketo features and proposing enhancements based on system limitations
- Integrating Customer Data Platforms (CDP) with Marketo to drive B2B use cases effectively
- Implementing conversational marketing through dynamic chat solutions
- Implementation of omni-channel personalization at scale using the adobe Cloud experience
- Developing Generative AI solutions within marketing automation platforms to enhance return on investment efficiency
Marketing Automation Expert
Sierra Circuits Pvt Ltd
05.2020 - 05.2021
- Managing the marketing automation platform and Mar-tech stacks
- Executing Account-Based Marketing (ABM) campaigns across various channels to accelerate account conversion
- Improving lead flow management between marketing and sale systems by implementing lead scoring and life cycle stage processing
- Developing advanced nurture/journey marketing programs tailored to different customer lifecycle stages
- Implementing web personalization strategies to enhance customer engagement across multiple marketing channels
- Setting up an efficient marketing technology stack to facilitate seamless data communication within the Mar-Tech stack
Senior Associate Marketing Automation
Cvent India Pvt Ltd
09.2018 - 05.2020
- Administrating the Marketo marketing automation platforms for Cvent
- Building complex campaigns and cross-channel marketing strategies focused on customer retention
- Handling the marketing operational level tasks to improve martech performance
- Executed contemporary marketing tactics to elevate overall customer experiences
- Managed subscription processes in compliance with GDPR, CASL, and preference centers
- Improved lead scoring models by incorporating demographic, firmographic, and behavioral attributes
- Maximized campaign effectiveness through the utilization of Marketo and Salesforce CRM systems
- Building web personalization to improve engagement on the website channel
Marketing Operations Specialist
MRM//McCann (Cisco India Pvt Ltd)
08.2017 - 09.2018
- Leading BANT (Budget, Authority, Need, Timeline) related marketing initiatives to identify and engage high-potential prospects
- Designing and executing campaigns using Eloqua, leveraging its functionalities to optimize lead generation and nurture processes
- Collaborating seamlessly with CRM systems to ensure alignment between marketing efforts and sales objectives
- Employing data-driven insights to target prospects based on their Budget, Authority, Need, and Timeline, enhancing campaign precision and effectiveness
- Continuously analyzing and refining marketing strategies to improve lead qualification and conversion rates
- Monitoring campaign performance metrics, conducting thorough analysis, and providing actionable insights to drive continuous improvement
- Working in tandem with cross-functional teams to ensure seamless integration and synchronization of marketing efforts across platforms
- Staying abreast of industry trends and emerging technologies to enhance the efficiency and relevance of BANT-focused marketing initiatives
Web Marketing Analyst
Oracle
08.2015 - 08.2017
- Designed and orchestrated Oracle Eloqua campaigns to elevate customer experiences, ensuring strategic alignment with organizational objectives
- Developed and implemented marketing assets, including emails, landing pages, newsletters, and sales engagement emails, utilizing CSS/HTML to enhance visual appeal and engagement
- Constructed comprehensive Eloqua journey campaigns aimed at nurturing leads through various stages of the customer lifecycle
- Oversaw the entire event management process for Oracle events, utilizing the Certain event management platform
- Collaborated cross-functionally to integrate Eloqua campaigns with broader marketing strategies, aligning efforts with overall business goals
- Conducted regular analysis and optimization of campaigns, leveraging data-driven insights to enhance performance and drive continuous improvement
Education
Bachelor of Engineering - Computer Science
Visvesvaraya Technological University
05.2015
Diploma in Computer Science - undefined
05.2011
Skills
- Marketo
- Salesforce
- CDP - AEP
- CRM
- AI
- REST API
- Workato
- Drift
- Architecture
- Marketing Automation
- Data Modeling
- Data flows
- Data Mapping
- Python
- Velocity Scripting
- Marketing Operations
- Event Management
- Web personalization
- Marketing technology
- Jira, Wrike - Project Management
Languages
English
German
Personal Information
- Date of Birth: 05/21/92
- Nationality: Indian
Certification
- Adobe Certified Master - Marketo Engage Architect
- Adobe Real Time CDP Business Practitioner
- Adobe Experience Platform Foundations
- Adobe Subject Matter Expert - Marketo Engage Business Practitioner
- Adobe Qualified Marketo Engage Digital Marketer
- Adobe Journey Optimizer Business Practitioner
- Journey Builder Salesforce marketing cloud
- Wrike Certified Professional
- Introduction to Generative AI
- Build Your Marketing Technology Stack
- GEN AI Hackathon
Timeline
Martech Architect
Wrike
12.2024 - Current
Senior Technical Consultant [Adobe Marketo Engage Architect Expert Certified]
Adobe India Pvt Ltd
08.2021 - Current
Marketing Automation Expert
Sierra Circuits Pvt Ltd
05.2020 - 05.2021
Senior Associate Marketing Automation
Cvent India Pvt Ltd
09.2018 - 05.2020
Marketing Operations Specialist
MRM//McCann (Cisco India Pvt Ltd)
08.2017 - 09.2018
Web Marketing Analyst
Oracle
08.2015 - 08.2017
Diploma in Computer Science - undefined
Bachelor of Engineering - Computer Science
Visvesvaraya Technological University
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