Priyanka Tiwari

I attribute my success to myself and my hunger to always do something new and learn more. One thing about me - I don't know if it's good or bad - is that I get bored so easily. I can't keep running the same campaign with the same strategy. So I always try to go out, learn more, do more, and research people who are big names in my industry or even in another industry. I see how people are doing different things, and I take inspiration from them. I keep learning and doing new things with marketing too. And I guess that's what has helped me. If you look at my domain experience, I've worked in pharma, biotech, CRO, CDMO where I don't have a science background, and on the other hand, I work very well with IT, tech-based, and AI companies. These are two different sides of verticals, and I do equally good when it comes to marketing because I have seen that there are many marketing agencies who are exclusive for life science and don't work with other industries because they have PhDs and all, but I can take care of both domains. I feel marketing principles are all the same - you just need to come up with ideas that are relevant for your industry and your target audience.

Marketing is vast. I would say find your niche, because when I started, we didn't have niches. We had to climb the ladder, starting from the ground and doing the groundwork to doing everything. That's why I now have experience of everything when it comes to marketing. But right now, there are many branches of marketing, so don't run after everything. Try to pick one, whether it's digital marketing, social media, branding, or content. Pick one and master all of it. Don't leave any crumbs out. And start with AI, or pick your niche and ensure you understand AI, because that's where the future is.

The biggest challenge is that there are many marketing companies and marketers who are blindly using LLMs and ChatGPT. I've come across many marketing consultants who say they offer everything and can do anything, but they don't - they just use AI, and I feel that's cheating. When I meet startups or clients who have already burned their hands using those kinds of marketing agencies, marketers, or freelancers, they often are not ready to adapt to genuine marketers or marketing agencies like us. I feel we are burning our own fingers. This is one of the challenges, and I always talk to marketers that yes, there is AI, but the person using AI should know how to use it, and there's always a human element to it. You can't just blindly copy-paste the content what ChatGPT gives you and put it on your client's website. That's not how it's going to work. AI is the strength, and AI is the weakness. On the opportunity side, AI is the biggest opportunity because there are a lot of marketing agencies and marketers, but now people need to start finding their niche. That's where I found my niche - I'm going to do marketing with AI, so it's an AI-driven marketing agency, not just a basic marketing agency. Sooner or later, even if you're not ready to adapt to AI right now, in two or three years, everything is going to change - the Google search, the browser you are using will change. So eventually, if you want to be in the market and run a business, you have to adapt to AI. That is the biggest opportunity for other marketing agencies or for any business to adapt to AI and use AI.

Honesty and integrity are the most important values for me, both in personal and professional life. I want to be honest and show integrity to the people around me and also in my work ethics. I don't want to lie to my client or the people I work with. I don't want to over-promise about anything. So yeah, honesty and integrity - that's what matters most to me.