Taruna Mahajan, Head of Marketing, Horizon Industrial Parks, drives logistics success through strategic marketing. From differentiation to alignment with business goals, her team’s dynamic approach is pivotal to industry growth.
Strategically merges traditional and unconventional marketing for optimal brand impact
In the dynamic landscape of the B2B logistics industry, Taruna Mahajan emphasises the critical role of marketing. Regardless of business type—B2B, B2C, or D2C—marketing and communications (marcom) play a pivotal role. The primary objectives include creating awareness about the business and informing the right audience about its products and services. Additionally, marcom aims to foster brand preference by staying attuned to market dynamics, highlighting differentiators, and establishing thought leadership. This targeted strategy, coupled with meaningful engagement, not only enhances brand memorability and loyalty but also positively impacts the brand’s share of the market.
Digital dynamics
In the ever-evolving logistics landscape, an overview of current trends and challenges reveals a significant shift towards digital-focused marketing communications (Marcom) in the past 5-7 years. Emphasising content-driven, account-based marketing, the industry faces the dual nature of challenge and opportunity. Standing out amid a ubiquitous digital presence is a challenge, demanding constant reinvention and SEO activities to maintain awareness. Simultaneously, the digital platform provides an opportunity to instantly reach a broad stakeholder base with brand insights in engaging formats. However, success in content-based digital marketing necessitates understanding customer pain points, dedicated budgets, and a company-wide commitment to active content generation as subject experts.
Strategic vigilance
In the realm of industry insights and strategic foresight, Taruna emphasises the indispensable nature of staying abreast of changes and innovations. Adopting a proactive stance, Mahajan’s team undergoes continuous functional training and embraces cutting-edge tools, encompassing social listening, competition mapping, sentiment analysis, and lead management. This commitment enables them to respond promptly to positive developments and adeptly navigate potential crises within the dynamic landscape.
She orchestrates a marketing strategy that seamlessly blends traditional and unconventional approaches. From routine methods like website updates, SEO techniques, and newsletters to avant-garde initiatives such as annual meets, workshops, and sustainability events, she ensures comprehensive stakeholder engagement. The linchpin of this strategy is a robust content approach, ensuring that communication remains not only relevant but also highly valuable, effectively cutting through the cacophony of conventional and digital channels.
Adaptive dynamics
In showcasing Horizon’s agility in the competitive IRE sector, Taruna emphasises prompt responsiveness as a key differentiator, communicated through press releases, case studies, and feedback videos. In the realm of harmonisation, Taruna collaborates seamlessly with the sales team, aligning business goals annually and ensuring coordination across functions, from marketing to customer engagement.
