Q&A with Irshad Raihan, Director- Product Marketing at Red Hat

Media 7 | February 3, 2021

Irshad Raihan, Director of Product Marketing at Red Hat, comes with an experience of more than 20 years. Previously, he has been associated with companies like IBM and Hewlett Packard for Big Data and Data Management products.

I see the role of the marketer centered on three functions - Inspire, Inform, and Initiate.



MEDIA 7: Congratulations on being listed as one of the ‘Top 100 Product Marketing Influencers 2020’! What inspired you to get into marketing?
IRSHAD RAIHAN:
Thank you very much. It is an honor to be mentioned alongside giants from our industry, some of whom have been my mentors, and inspired me to seek a career in marketing. The role of marketing has evolved considerably since the time I shifted gears from a software development career trajectory to one in marketing.

Marketing has become central to business strategy and, at the same time, advances in reporting and analytics have made it possible to measure revenue contribution from marketing at a much more granular level. In a sense, marketers have the best view of the business - from customers and competitors to engineering and sales. It’s the best seat in the house!

M7: Given your target audience, what channels do you consider best for technology marketing at Red Hat?
IR:
Like most enterprise technology companies, we run omnichannel campaigns. While it’s important to get the balance just right between multiple channels, it’s easy to get overly focused on channels rather than customers. At Red Hat, we take a persona-based approach to messaging and sales conversations. The channel mix is a downstream decision determined by the needs of the persona. It’s not unlike a DJ that mixes music to suit the vibe of the audience.


Despite all the technological changes, the fundamentals of telling compelling stories and being maniacal about understanding customers remain at the heart of great marketing.



M7: Could you please throw some light on the impact of Artificial Intelligence and Machine Learning on marketing today?
IR:
Like every facet of our lives, AI/ML has fundamentally altered our decision-making framework, and in some cases, can make real-time decisions for us. This goes back to my inspiration for becoming a marketer in the first place. I see myself as part of a broader trend of engineers and scientifically minded people moving into the marketing discipline.

Yes, marketing has become more data-driven but it’s more than that. There is a tectonic shift in the mindset we apply to measure marketing success, and more importantly, to making course corrections along the way. AI/ML can certainly help add automation to the marketing mix to help marketers quickly respond to competitive threats, global events, and regulatory changes.

Another area where AI/ML has marketing implications is around predictive analytics. For instance, a number of marketing technology (or MarTech, for short) tools include propensity models to determine the likelihood of customer conversion.

M7: What marketing strategies are you are looking forward to implementing in 2021 and why?
IR:
I see the role of the marketer centered on three functions - Inspire, Inform, and Initiate. We look to inspire great ideas, and help our customers reach for the impossible. Once we have buy-in into the “why”, we arm customers with the most relevant data points to help them make a purchasing decision around product and vendor. And finally, we look to initiate action as a trusted advisor along the customer journey.

Customer lifetime value is a core metric that drives our strategies and actions. It’s not enough to offer a point solution that fits the needs of customers today. Given the pace of change, customers not only want to trust a brand that can serve them in the long term, but also aligns with their values.


We look to inspire great ideas, and help our customers reach for the impossible. Once we have buy-in into the “why”, we arm customers with the most relevant data points to help them make a purchasing decision around product and vendor.



M7: What marketing-related challenges do you face every day at Red Hat? Which technology tools do you bank on for overcoming these?
IR:
MarTech is a considerable investment at Red Hat. We have tools to deliver insights, diminish barriers to collaboration, and create scalable workflows for globally dispersed teams. However, it can sometimes be tempting to think our work as marketers is complete when we simply invest in tools.

The biggest challenge that most CMOs face is to build a data-driven culture that creates shared accountability not just between marketing stakeholders, but also between marketing and sales teams.
Modern marketers are working with a number of variables in a constantly changing landscape. The traditional marketing funnel has disappeared. Buyer journeys are shorter yet vastly more complex than before. New “crossover” personas are constantly emerging. The subscription economy is permanently disrupting the way customers research and purchase. The only way to address this volatility is to create a common mindset across the organization to act, measure, and adjust iteratively.

M7: Your advice to marketing enthusiasts?
IR:
While it may seem like the pandemic has brought traditional, face-to-face marketing activities to a halt, it has given rise to many creative digital marketing tactics. Digital marketing has leveled the playing field in so many ways, enabling smart marketers to apply a data-driven mindset to optimize spend without breaking the bank.

Despite all the technological changes, the fundamentals of telling compelling stories and being maniacal about understanding customers remain at the heart of great marketing.

ABOUT RED HAT

Red Hat is the world's leading provider of enterprise open source solutions, including high-performing Linux, cloud, container, and Kubernetes technologies.

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For example, its recently unveiled Cloud Infrastructure Processing Unit (CIPU), a dedicated processing unit designed for its Apsara Cloud operating system, can reduce network latency to as low as five microseconds and improve computing power performance in data-intensive AI and data analytics scenarios by as much as 30%. Prioritizing partner benefits to build inclusive technology ecosystem With its revamped ecosystem strategy, Alibaba Cloud has announced that it is committed to investing USD1 billion to support partners' technology innovation and their market expansion with Alibaba Cloud in the coming three fiscal years. This investment consists of both financial and non-financial incentives, such as funding, rebates and go-to-market initiatives. To accelerate partners' growth, Alibaba Cloud also launched a "Regional Accelerator" program to provide partners operating in different markets with a localized business collaboration model. The model is designed around factors such as a market's level of technical maturity, vertical focus, digitalization needs and business demands, with an aim to boost partners' income and strengthen their technical expertise. Alibaba Cloud ecosystem partners including resellers, technology partners (ISV, SaaS and SI), service and consulting partners can benefit from the program. "Partners have always been a key focus for Alibaba Cloud, and we are committed to providing them with strong support for our ongoing co-creation and value-add – both technologically and commercially to further empower our joined customers, Our revamped partner strategy prioritizes our partners' growth. By continuing to support our partners' business expansion, we can build an inclusive ecosystem benefiting partners and customers." Selina Yuan, Alibaba Cloud Intelligence International President To address complications with partners' international business operations, Alibaba Cloud has also upgraded its collaboration model with its ISV partners, with a focus on enhancing industry collaboration, standardizing go-to-market process, and accelerating technical solution integration to increase efficiency. Looking ahead, Alibaba Cloud hopes to recruit more financial services, retail, internet and manufacturing ISVs to co-develop products and support customer innovation. Alibaba Cloud currently works with about 11,000 partners worldwide, including Salesforce, VMware, Fortinet, IBM and Neo4j. Empowering customers with comprehensive support In order to provide all-round cloud-based solutions and services to all customers, Alibaba Cloud also launched a "Global Delivery and Service Program" to enhance the cloud adoption process for customers. Under the program, it has unveiled three Customer Service Centers in Kuala Lumpur (Malaysia), Porto (Portugal), and Mexico City (Mexico), to support customers in their cloud adoption journey, providing timely and regionalized cloud migration and consulting services. In addition to the Customer Service Centers, Alibaba Cloud has set up three Service Delivery Centers in Kuala Lumpur (Malaysia), Dubai (United Arab Emirates) and Hong Kong (Greater China), to provide extra technology support to its regional offices and customer project delivery in Asia Pacific and the Middle East, Europe and Africa. Fueling new innovations with reliable infrastructure During the summit, Alibaba Cloud has inked nearly 30 agreements to help customers and partners accelerate their digital innovation capabilities with leading cloud computing technologies. In collaboration with JP Games, Japan's leading game development studio, Alibaba Cloud has unveiled a set of new services to create virtual spaces and realistic avatars for global customers venturing into the metaverse. Together with MetaverseXR, Thailand's leading metaverse company, Alibaba Cloud rolled out a comprehensive suite of metaverse solutions for the Thai market in order to fulfill growing local demand for embarking on a Web 3.0 journey. Alibaba Cloud also teamed up with UMG Group in Myanmar, to power the country's digital transformation – especially in traditional industries. With BeLive and VisionTech from Singapore, Alibaba Cloud is expanding its regional outreach in the media and Fintech verticals. Alibaba Cloud is collaborating with OnFinality, a leading New Zealand-based blockchain infrastructure provider, to offer robust cloud-computing capability and a strong global network for Web 3.0 developers looking to scale globally. More than 300 Alibaba Cloud customers and partners around the globe are attending the summit, including Accenture, Tiger Brokers, DANA, Thai Data, and Lala station. About Alibaba Cloud Established in 2009, Alibaba Cloud (www.alibabacloud.com) is the digital technology and intelligence backbone of Alibaba Group. It offers a complete suite of cloud services to customers worldwide, including elastic computing, database, storage, network virtualization services, large-scale computing, security, management and application services, big data analytics, a machine learning platform and IoT services. Alibaba maintained its position as the third leading public cloud IaaS service provider globally since 2018, according to IDC. Alibaba is the world's third leading and Asia Pacific's leading IaaS provider by revenue in U.S. dollars since 2018, according to Gartner.

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