How Tata Consultancy Services makes use of marathons to win over B2B decision-makers

And but, it’s solely via design.

TCS, a $30bn international tech powerhouse with 600,000 team of workers throughout 55 nations, handiest has round 1,400 purchasers. Even extra putting, simply 10,000 people international hang the facility to make a decision whether or not or to not rent the company. “So everything we do in marketing is focused on building trust, strengthening relationships and creating mindshare with those 10,000 people,” stated Kumar, in most cases based totally in Belgium, once we stuck up on the Kantar BrandZ release in New York, the place he was once talking.

That’s what makes its all-in include of mass-participation sports activities (and marathons particularly) such an bizarre (and strangely human) B2B emblem technique.

Why marathons? Because purchasers aren’t spectators, they’re runners

TCS attempted Formula 1, cricket, biking… “But in running, the emotional engagement is on another level,” says Kumar. “In F1, clients were spectators, enjoying the race with a drink. But in marathons, our clients are the athletes. It’s about them. Their training. Their finish line.”

TCS now sponsors 14 primary races globally, from New York to London to Amsterdam, Sydney and Paris. Across those occasions, Kumar estimates that 4,000 purchasers and 8,000 staff participate annually. “It’s an inclusive sport. It’s growing fast. And business executives are one of the fastest-growing demographics in endurance running,” he provides.

That perception, that industry leaders don’t simply watch, they run, has transform central to the logo technique. “It brings the brand alive in a very human way,” Kumar says. “You can’t always show what we do. Our software is invisible. But the experience of running a race powered by our technology – that’s real.”

B2B scale, B2C storytelling

Despite its undertaking scale, TCS’s advertising feels an increasing number of consumer-first. In phase, that’s on account of how Kumar and his staff consider their target audience: “In B2B, there’s often a misconception that you’re selling to some amorphous entity. But you’re not. You’re selling to people. Just like in B2C, those people want to trust the brand, feel inspired and see values that resonate with them.”

That figuring out extends to how the corporate communicates. “We’re seeing the lines blur between B2B and B2C tactics,” Kumar explains. “Experiences, storytelling, emotional engagement – it’s no longer just for consumer brands. Look at Mastercard. It has opened restaurants, launched perfumes and even created a sonic brand identity. That’s the kind of innovation we need to embrace.”

Showcasing invisible tech, one step at a time

TCS doesn’t simply sponsor the marathons, it powers them. “We build the official race apps. One of the most used features is runner tracking. You open the app and can follow your friend or loved one around the course in real-time, including a predicted finish time so you can be there for that special moment.”

It’s a refined however robust method to blow their own horns the corporate’s tech. “Most people don’t realize it, but four in 10 people globally use TCS software for their financial transactions. We’re behind the apps you use every day, but you never normally see us.”

The races additionally act as checking out grounds for rising inventions. One instance is the ‘Future Athlete’ mission, evolved with marathon champion Des Linden. “We’ve built the first digital twin of a human heart,” says Kumar. “It tracks 27 advanced parameters – tissue movement, blood circulation, stress – to help runners pace themselves and improve performance. Eventually, this tech could power personalized healthcare, helping people detect risks before they become emergencies.”

Marketing with goal: from youngsters to carbon

The neighborhood affect is going past tech. In London, TCS runs a Mini Marathon for schoolchildren who get to go the similar end line as the primary race. For each and every kid that takes phase, TCS donates £10 to their faculty. “They come back on Monday, medals around their necks, celebrated in assembly. It gets them thinking about their health and being part of something bigger.”

This ties in with a broader push to encourage the following era in Stem. “We work with schools to run coding contests, improve courseware, train teachers, because the tech industry’s biggest issue is talent supply. There’s a global shortfall of 4.1 million cybersecurity professionals. So we’re investing early.”

But Kumar may be clear-eyed in regards to the environmental affect of those international occasions. “Marathons have a high carbon footprint – flights, waste, energy use. So we developed the ReScore app with the Council for Responsible Sport. It helps organizers track and improve their sustainability metrics. London’s marathon is now certified at the highest level.

What’s next for B2B marketing? More emotion, more experiences

Asked what advice he’d give to fellow B2B CMOs, Kumar is blunt: “There’s still a sea of sameness in B2B. A tendency to play it safe. But the brands that win are the ones willing to take risks, be disruptive, create experiences that move people.”

That’s why, in his view, recreation stays probably the most potent storytelling platforms to be had. “It’s rich with emotion, drama, engagement… It lets you put your brand at the heart of something unforgettable.”

And, in the event you’re fortunate, possibly even for your shopper’s lounge.