There are different ways of doing marketing; things you do in the East may not be suitable in the West. Today, there’s a shift in marketing to a more focused-based approach, like lead generation, to attract more clients. Marketing leaders should be ready for such strategies; the key here is to invest after having all the analytics.
Understanding different regions and cultures in marketing is one such skill of marketing leader Sumaiya Muhammad, Field Marketing Manager at Mitel. Her marketing experience starts in the Middle East, Africa, Turkey, India, Singapore, Malaysia, ASEAN countries, and China. Today, she looks after 40+ countries, following a different way of marketing in each of them.
Let’s have a look at her dynamic marketing experience in detail.
Navigating the Dynamic Realms of Marketing
Sumaiya has amassed a wealth of experience over the course of seven years, spanning various roles and industries. Born and raised in Dubai, her journey into the world of marketing began during her high school years, leading her to pursue an MBA in marketing. After completing her studies, she began her professional career with an internship at an e-commerce company, where she gained valuable insights into the digital landscape.
Following her internship, Sumaiya transitioned to a distribution company, where she spent two years honing her skills and expertise. In 2019, she joined Mitel, a pivotal move that marked the beginning of a new chapter in her career. Starting in an executive role, she quickly adapted to the challenges and opportunities presented to her. With three years of experience under her belt, she demonstrated remarkable growth and was eventually promoted to the position of marketing manager for the Middle East, Africa, Turkey, and ASEAN regions in 2022.
In her managerial role, she oversees a versatile portfolio of countries, each with its own unique set of challenges and opportunities. From the Middle East to ASEAN, including countries like India, Singapore, Malaysia, and China, she manages the complexities of diverse markets with finesse and expertise. She understands the importance of adapting to local languages, cultures, and mindsets, ensuring that she remains informed and connected to the needs of partners and customers across the region.
Celebrating 50 Years of Innovation and Excellence
Mitel, founded in 1972, celebrated its 50th anniversary last year, marking a significant milestone in its journey. The company’s rich history and legacy have been directed by its founders and stakeholders, who embarked on this remarkable journey five decades ago.
Over the years, Mitel has undergone significant growth and expansion, marked by strategic acquisitions of companies like Shoretel, Aastra, and most recently, Unify. These acquisitions have contributed to Mitel’s global footprint, with users in over 100 countries and a vast network of partners worldwide.
Mitel has established itself as a leading vendor in the telecommunications industry. The company’s commitment to innovation, coupled with its extensive experience and expertise, has enabled it to stay at the forefront of the industry, meeting the evolving needs of customers worldwide.
From its humble beginnings with two founders to its current ownership under the investment company Searchlight, Mitel’s journey is an example of its pliability, adaptability, and commitment to brilliance.
Navigating Diversity in 40+ Countries
In Sumaiya’s role, she oversees marketing strategies for over 40 countries, each with its own unique culture and marketing practices. She emphasizes the importance of tailoring strategies to suit each region, as what works in one country may not be suitable for another. For example, while LinkedIn and digital marketing are effective in some regions like ASEAN and the Middle East, platforms like WeChat are more appropriate for the Chinese market due to local preferences.
Events and webinars also vary in effectiveness based on the region. In Africa, events are highly attended and proactive, with partners eager to participate. However, in Dubai, where competition is high, attracting attendees requires more effort and incentives. Similarly, webinars, which were popular during the pandemic, now need to be more selective, focusing on providing real value to attendees rather than following trends.
Her marketing approach is to focus on personalized, one-on-one strategies that address specific issues and provide solutions. This customer-focused approach ensures that each marketing initiative is targeted and effective, leading to better engagement and results.
Fostering Collaboration
Acknowledging the crucial link between sales and marketing, she stresses the need for collaboration and support between the two functions, understanding that sales teams require quality leads to drive business growth, and marketing plays a significant role in providing this support.
To bridge the gap between sales and marketing, Sumaiya actively engages with sales teams to understand their challenges and needs. By fostering close relationships with sales professionals, she gains valuable insights into the market and customer preferences.
In addition to lead generation initiatives, Sumaiya also focuses on strengthening partnerships through targeted events. These events serve as opportunities for partner bonding and collaboration, further enhancing Mitel’s brand presence in the market. By hosting signature events attended by hundreds of partners, Mitel establishes itself as a trusted and valued partner in the industry.
Furthermore, she recognizes the significance of participating in career fairs to engage with students and raise awareness about Mitel as an employer and industry leader. These initiatives not only help attract top talent but also contribute to building brand awareness and reputation within the industry.
Lastly, her strategic approach to sales and marketing alignment, combined with her innovative lead-generation tactics and partnership-focused events, underscores her commitment to driving business growth and success for Mitel.
Driving Business Growth Through Data-Driven Marketing:
Underlining the importance of data-driven insights and analytics in directing marketing decisions at Mitel, she recognizes that data is the foundation of any marketing strategy and plays a crucial role in driving business growth and success.
For Sumaiya, the click-through rate is a key metric to measure the effectiveness of marketing campaigns, particularly newsletters. She notes the significance of targeting the right audience with relevant content to maximize engagement and drive meaningful results. By focusing on quality over quantity, she ensures that marketing efforts are directed towards individuals who are most likely to convert into leads or customers.
Similarly, she underscores the importance of measuring the success of events based on the business opportunities they generate rather than just the wow factor. She believes that the ultimate goal of marketing initiatives is to drive tangible business outcomes, such as lead generation and revenue generation.
Incorporating data analytics and market research into marketing strategies is essential for her. She leverages data to identify high-potential partners and customers, prioritize marketing activities, and tailor content to meet the specific needs and preferences of the target audience. By analyzing data from various sources, including social media metrics and sales performance, she ensures that marketing efforts are data-driven and focused on delivering measurable results.
Thus, her approach to marketing at Mitel is rooted in data and analytics, enabling her to make informed decisions, optimize marketing campaigns, and drive business growth effectively.
Approach to Partner Engagement
Sumaiya underlines the importance of giving back to partners and stakeholders as a key aspect of building strong relationships and fostering a sense of appreciation and loyalty. She believes in recognizing the efforts and contributions of partners through various means, including award recognition programs and partner incentives.
At Mitel, Sumaiya and her team organize partner programs to incentivize and recognize partners for their achievements and commitment to the business. These gestures serve to strengthen the bond between Mitel and its partners, reminding them of the company’s presence and support during special occasions.
She highlights the importance of being emotionally connected with partners, as she believes that genuine human connections are essential for building trust and rapport. By demonstrating gratitude and appreciation for partners’ contributions, Mitel aims to cultivate long-term relationships based on mutual respect and support.
In conclusion, Sumaiya’s approach to partner engagement at Mitel revolves around the principle of giving back and showing appreciation to partners for their collaboration and dedication. By fostering a culture of recognition and gratitude, Mitel aims to build strong, lasting relationships with its partners and stakeholders.
Vision for Marketing Success at Mitel
Outlining her vision and priorities for the future of marketing at Mitel, she focuses on both short-term goals for the upcoming year and long-term objectives for the next five years.
Sumaiya illustrates the immediate need to unite the brand in light of Unify’s recent acquisition. She understands how difficult it may be to retain product positioning, ensure a smooth transition, and introduce partners and customers to a new logo and corporate identity. In order to successfully support this shift, she stresses the significance of communication and engagement through a variety of channels, including events, brochures, webinars, and branding activities.
Additionally, Sumaiya underscores the shift towards customer-focused events as a key priority for the upcoming year. Recognizing that customers are the ultimate end-users of Mitel’s products and services, she stresses the significance of direct engagement with customers through events, webinars, and targeted campaigns. This customer-centric approach aims to strengthen relationships with end-users and enhance brand loyalty and satisfaction.
Looking ahead to the next five years, Sumaiya accentuates the significance of agility and adaptability in response to evolving trends and economic situations. While acknowledging the uncertainty of future circumstances, she underscores the need for Mitel’s marketing strategy to remain flexible and responsive to changing market dynamics. She further highlights the importance of agility in adjusting marketing tactics and strategies to effectively navigate unforeseen challenges and capitalize on emerging opportunities.
Overall, Sumaiya’s vision for marketing at Mitel entails a strategic focus on brand unification, customer engagement, and agility in response to changing market conditions. By prioritizing these areas, she aims to position Mitel as a leading player in the industry and drive sustainable growth and success in the years to come.
