Welcome to the Woman in Tech Series from the Global Tech Leaders Podcast. Today we are speaking to Shilpi Puri who is the Director of Media at Recruit CRM. She has had a very interesting career with 17 years of experience across digital marketing functions like content marketing, social, search, and paid media. She has expertise in brand positioning, brand management, communication, marketing strategies, content strategy, customer acquisition, and campaign execution. She is very hands-on experience in project management, client coordination and interaction. We kick off by asking Shilpi to share her career journey and what has led her to where she is today. Born in New Delhi. Bachelors Degree. A postgraduate in journalism. Writing is her forte. Setting up B2B function. An exciting startup. From 3 to 17 people. Everyone works a remote. Culture of transparency. Less dependency on each to learn new things. We ask Shilpi what unicorn means and what is it like to work at a company that is unicorn focused. Bootstrapped. Getting to a $500M revenue figure in the next New York Stock Exchange. A lot of learning through experiments and a lot of new things. Then we ask Shilpi how they manage culture with a remote team all over the world. Set of values that we all closely follow. Formal meetings and informal meetings My story sessions. Twice a year outbounds, 4 days together in a hotel with team building. Next, we ask Shilpi to share what have they learnt about Zoom fatigue and how is it managed. Which meetings are essential. Showing up only when needed. Then ask Shilpi to teach us more about brand building and what she has learnt. The story is important. Empathise with your customer. Education content. Demand generation. Position me in their minds. Educating and performing your customers. Next, we ask Shilpi what is the role of emotion led in B2B marketing in recruitment tech. Buyer journey. Paid customers. Nurture people. An ecosystem of campaigns. Moving from one campaign to another. We ask Shilpi what her thoughts are on KPIs aligned with revenue goals.  They should be aligned. Marketing is a cost function. There has to be a sync-up between these two departments. In terms of outbound versus inbound, we ask Shilpi how is that working for Recruit CRM. Inbound only. Then we ask Shilpi how we break boundaries that can open doors for women in marketing tech. Men travel more. More companies putting confidence in women. A leader is as good as their team. Train and mentor younger people. Lastly, we ask Shilpi what tools she uses to stay organised and on top of it all. HubSpot Documents and technology. --- Send in a voice message: https://anchor.fm/gloabl-tech-leaders/message