ANA Judges' Journal: Abhigna Kashyap

What will it take to have your work make it to the winners’ circle?  

ANA’s Judges’ Journals features a series of Q&A sessions with leading industry executives participating on 2024 ANA Award juries. Gain insight from the judges on what they will be looking for and what makes the difference between a good vs. award worthy submission. 

In this segment, ​Denise McDevitt, ​senior vice president, award programs at ANA connects Abhigna Kashyap, senior director & global head of brand at LTIMindtree and 2024 ANA B2 Awards judge. 

Q> What current trends are you seeing in B2B marketing? What has been the biggest shift since a year ago?

Abhigna> B2B brands have always highlighted their values & people as differentiators. But more recently, they’re doubling down on what I see as ‘positioning beyond your core product’ — choosing to build their brand on their commitment to sustainability, focus on DEI initiatives, or how they're investing in their employees — especially when they find themselves in a crowded or apparently commoditized marketplace.

And of course, GenAI is everywhere. Everyone seems to be discussing its impact, future implications, or how they plan to incorporate it quickly/effectively/creatively/responsibly (read: one way or another) into their marketing processes.

Q> In your experience, what role does a clear and compelling value proposition play in successful B2B marketing, and how will you be evaluating this aspect in the award submissions?

Abhigna> B2B marketing typically involves working through a complex and multi-tiered selling process, and the need to resonate with different sets of decision makers and influencers along the way. And in my experience, delivering a consistent brand narrative and reiterating the brand’s value proposition across this buyer experience is something that’s easier said than done.

I’ll be on the lookout for submissions that are clear and insightful about what their customer wants, and a well-articulated value proposition that presents itself as a direct solution to these expectations.

Q> Data-driven decision-making in B2B marketing has become a norm. How do you handle the role of data in your marketing initiatives and to what degree will you be weighing the use — and application — of data and analytics in the award submissions?

Abhigna> We all love the rush of an uber-creative “ah-ha” solution, but I firmly believe that any marketing initiative of substance also needs to have the rigour of data-driven insights. The best ones have both in balance; no one wants to pick a candy bar that’s got a cool wrapper but leaves you disappointed when you bite into it.

Q> We have a variety of “realities” to work in these days - XR, AR, MR, VR - what priority will you be giving to entries that implement an integration of traditional and new tech realities in their B2B campaigns?

Abhigna> Technology is a powerful tool for storytelling. And the operative word is ‘tool '. When it’s used well, there’s nothing quite like it.

But there’s a tendency to overuse, force-fit, or self-indulge if you don’t really know how to use it. While new age tech can certainly create immersive experiences or memorable interactions with the audience, I’m always appreciative of a compelling brand story that rises above gimmicks and shiny objects.

Q> What advice would you offer to B2B marketers on how to stand out and achieve success in today's B2B environment?

Abhigna> Be patient and persistent. And live the brand, every single day. 

I’ve always believed that a brand reflects a company's values and culture. And it defines the personality of an organisation; not just an esoteric ‘brand personality’, but the characteristics embodied by the employees and lived through the daily experiences and interactions with customers and colleagues.

Q> My last question: How would you complete this sentence: “If nothing else, be sure your submission ______________________.”

Abhigna> Gets the jury thinking… or better yet, gets us thinking, “why didn’t I think of that!”

Recognising excellence in results-driven marketing, the ANA B2 Awards program is dedicated solely to B2B marketing and communications.

The final deadline to submit work into the 2024 B2 Awards is March 8, 2024.

Awards will be presented to top-performing B2B marketer and agency teams focused on driving demonstrable business growth across 50 different categories plus the B2B Agencies of the Year, Marketer of the year, and the Best in Show honours at the B2 Awards Gala - a special evening reception/dinner awards ceremony event at the 2024 ANA Masters of B2B Marketing Conference on June 12 - 14 at the Ritz Carlton Naples in Naples, Florida.