B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success

Episode #50: REPLAY: Data-driven Decision-making in B2B Marketing and Sales with Kunal Mangal, Verizon Business Group
Release Date: July 1, 2025
Host: Greg Kilstrom
Guest: Kunal Mangal, Associate Director of Martech Strategy at Verizon Business Group

Introduction

In episode #50 of B2B Agility™, host Greg Kilstrom revisits a compelling conversation with Kunal Mangal from Verizon Business Group. The discussion centers on the pivotal role of data-driven decision-making in enhancing B2B marketing and sales strategies. By delving into Kunal's expertise, the episode sheds light on integrating technology, data science, and marketing to drive business success.

Kunal Mangal’s Background and Role at Verizon Business Group

Kunal Mangal brings over two decades of experience in technology and data science to his role at Verizon Business Group. Starting as a Java programmer in the ERP software industry, Kunal transitioned into digital transformation and revenue optimization post his MBA. Currently, he leads the PEGA decisioning platform team, focusing on creating data-driven strategies to determine the next best actions for customers across various engagement channels.

Notable Quote:
“We try to figure out where in our marketing flows can we implement more data-driven intelligence and what kind of value we can drive and then how to design and implement it.”
(02:02)

Understanding the PEGA Decisioning Platform

Kunal elaborates on PEGA's Customer Decision Hub, a centralized portal that streamlines automated decision-making strategies. This platform integrates data from multiple sources, facilitates the creation of business rules and machine learning models, and manages omnichannel engagement through standard APIs.

Key Features:

• Centralized Data Management: Simplifies handling complex data from various channels.
• Low-Code Environment: Accelerates the implementation of new strategies.
• Omnichannel Experience: Ensures consistent customer interactions across platforms.

Notable Quote:
“You're giving a real Omnichannel experience and then you're using feedback from what happened to my recommendations from multiple channels to further enrich your AI models.”
(04:20)

B2B vs. B2C Marketing: Similarities and Differences

Transitioning from B2C to B2B, Kunal highlights that while many concepts like personalization and customer experience apply to both, B2B marketing is inherently more complex. B2B involves multiple stakeholders and longer nurturing periods, requiring more sophisticated content marketing and value demonstration.

Key Points:

• Personalization in B2B: Tailoring messages for different roles within a client organization.
• Extended Nurturing: Building long-term relationships and demonstrating value over time.
• Content Marketing Complexity: Addressing varied pain points and delivering targeted solutions.

Notable Quote:
“The nurturing period is much longer in B2B... you have to show them the value, you have to understand their pain points.”
(07:13)

Mindset Shifts for Data-Driven Decision Making

Kunal emphasizes that transitioning to a data-driven approach requires significant cultural and mindset changes within an organization. Key components include:

1. Leadership Endorsement: Executives must model data-driven behaviors and demand evidence-based decisions.
2. Cross-Functional Collaboration: Breaking down data silos and encouraging data sharing across departments.
3. Continuous Improvement: Fostering a culture of curiosity, learning, and constant refinement of data models.

Notable Quote:
“Leadership demonstrating the need and then business units opening up and collaborating more and trying to incorporate that at an employee level.”
(10:25)

Enhancing Customer Experience through Data

Data-driven insights must translate into meaningful customer experiences. Kunal discusses how Verizon prioritizes customer experience (CX) by using data to deliver timely, relevant, and contextually appropriate communications across various channels.

Key Points:

• Contextual Communication: Ensuring messages are relevant and timely.
• Feedback Integration: Using customer responses to refine AI models.
• CX Metrics: Measuring success through Net Promoter Scores and other KPIs.

Notable Quote:
“No matter how smart your decision making is, if you're not communicating it to your customer at the right time, in the right context, using the right channel, it's not going to work.”
(13:42)

Iterative Approaches and Pilot Projects

Kunal advocates for an iterative approach when implementing data-driven strategies, especially in large organizations. Starting with small, specific projects allows for measurable outcomes and builds stakeholder confidence before scaling up.

Key Steps:

1. Start Small: Choose a specific, manageable problem to address with data-driven solutions.
2. Measure Success: Use clear KPIs to evaluate the effectiveness of the initial project.
3. Scale Gradually: Use successful pilot projects as case studies to expand data-driven initiatives.

Notable Quote:
“You have to always start small, find a very specific problem which is not too complicated and try to solve that using some data driven approach.”
(15:36)

AI and Generative AI in Decision Making

The discussion explores the adoption of Generative AI within marketing technology platforms like PEGA. Kunal explains how generative AI enhances content creation, simplifies report generation, and improves user interactions through features like automated copywriting and chatbots.

Use Cases:

• Content Generation: Creating personalized treatment copy based on customer profiles.
• Reporting: Generating comprehensive reports through natural language queries.
• Efficiency Enhancements: Automating repetitive tasks such as prospecting emails.

Notable Quote:
“Generative AI from a marketing perspective is all about content creation... how do you interpret and how do you present the content in a way which would relate to what the customer is looking for.”
(20:24)

Starting Steps for Becoming More Data-Driven

For organizations aspiring to adopt a data-driven approach, Kunal offers practical advice:

1. Identify a Specific Goal: Clearly define what problem you aim to solve with data.
2. Research and Articulate Value: Develop a strong value proposition and vision for the data initiative.
3. Secure Executive Buy-In: Present concrete evidence and potential benefits to leadership.
4. Foster a Collaborative Culture: Encourage cross-departmental data sharing and teamwork.
5. Integrate Data Insights into Processes: Ensure that data-driven insights are embedded within existing workflows for seamless adoption.

Notable Quote:
“Find something specific, solvable, do a lot of research, come up with a clear articulation of the value proposition... and executive buy in.”
(25:08)

Conclusion

Episode #50 of B2B Agility™ with Kunal Mangal offers invaluable insights into leveraging data-driven decision-making to enhance B2B marketing and sales. From understanding the importance of cultural shifts and iterative approaches to harnessing the power of AI, Kunal provides a comprehensive roadmap for organizations aiming to thrive in a data-centric landscape.

For more episodes and resources, visit www.b2bagility.com.