This interview is with Vishal Shah, Sr. Technical Consultant at WPWeb Infotech.

Vishal Shah, Sr. Technical Consultant, WPWeb Infotech

Vishal, could you tell us a bit about yourself and your journey to becoming an expert in sales and digital marketing?

Thank you for asking! My journey in sales and digital marketing began over a decade ago when I started exploring how technology could be used to connect businesses with their audiences more effectively. I initially worked in traditional sales roles, where I learned the importance of understanding client challenges and building trust.

As the digital world evolved, I transitioned into digital marketing and made data-driven strategies to reach the right audience at the right time. Over the years, I've worked with businesses across various industries, helping them optimize their online presence, generate leads, and achieve measurable growth. One of the key turning points in my career was when I combined sales expertise with digital-marketing tools to create end-to-end customer journeys.

This approach not only improved conversions but also enhanced customer relationships. Today, I focus on bridging the gap between sales and marketing through strategies that align both teams toward common goals.

What are some key experiences or mentors that have shaped your approach to the field?

A lot of my approach comes from hands-on experiences and the mentors I’ve had along the way. Early in my career, I worked on projects where I had to bridge the gap between technical teams and clients, which taught me how important it is to make tech work in real-world scenarios, not just on paper.

One of my standout experiences was leading a web-development project for a client. It wasn’t just about building the website—it was about making sure it was fast, secure, and scalable. That experience really showed me how to balance what clients want with the technical side of things.

As for mentors, I’ve been lucky to have a couple of great ones. One of them, a senior tech consultant and now CEO—Mr. Jigar Shah. I worked with, always said, “Don’t just sell a solution—figure out the actual problem first.” That stuck with me and shaped how I approach client projects.

Another mentor, who had a digital-marketing background, taught me how to explain technical outcomes in a way that makes sense to non-tech people, which has been a game-changer. All of this has helped me focus on solving problems, collaborating better, and delivering results that actually matter to clients.

You've spoken before about the importance of B2C marketing campaigns connecting with an audience's needs and timing. Can you share an example of a campaign that missed the mark on this, and what you learned from it?

Sure! There was a campaign we ran for a retail client (FruitGuys) where we focused on promoting a new product launch through social media ads. The product itself was great, but the campaign missed the mark because we launched it too early in the season—a winter-focused fruit in late summer.

The timing didn’t align with the audience’s needs, and the engagement and conversions were far below expectations. What I learned from that experience is that timing is everything in B2C campaigns. Even if the message and product are on-point, if it doesn’t match what’s top-of-mind for your audience at that moment, it won’t resonate.

The fix came when we repositioned the product closer to the winter season and included messaging that tied into seasonal needs. This taught me to align campaigns with both the emotional and practical needs of the audience, factoring in the timing and context of their buying decisions. It was a tough, but valuable, lesson in thinking beyond the product and focusing on the bigger picture of customer behavior.

Building on that, what advice would you give to marketers looking to find that sweet spot between audience needs and campaign timing in today's fast-paced digital landscape?

Honestly, it's all about knowing your audience and staying flexible. You have to keep an ear to the ground—use tools like social listening, Google Trends, or even quick social media polls to figure out what's on people's minds right now. It's about meeting them where they're at.

I'm a big fan of testing early. Before you roll out the whole campaign, run small tests to see what's clicking. Maybe it's testing headlines, images, or even the timing itself. That way, you're not guessing—you've got actual data to guide you. Timing-wise, pay attention to what's happening around you—seasonal trends, big news, or even viral moments.

If you can tie your campaign to something people are already talking about, it'll feel way more relevant. And honestly, don't be afraid to switch things up. If something's not working, adjust it on the fly. Campaigns aren't set in stone, and the ones that work best are the ones that evolve with the audience.

You've emphasized the need for balance between brand building and performance marketing. What are some common pitfalls marketers should avoid when trying to achieve this balance?

One big mistake is focusing too much on performance marketing and forgetting about brand-building. If you’re only chasing clicks and conversions, you might get short-term results, but you’re not building a connection with your audience. A strong brand makes your performance campaigns way more effective, but it takes time and consistent effort. On the flip side, putting all your energy into brand-building without tying it back to action can leave you with great awareness but no sales.

You need a balance—use brand campaigns to build trust and awareness, but make sure they flow into performance campaigns that drive actual results. Another mistake? Thinking of them as two separate things. The best results come when brand and performance work together—your brand gets people interested, and your performance campaigns capture that interest when they’re ready to act. It’s not one or the other; they need to support each other.

How can smaller businesses with limited budgets effectively implement a dual-strategy approach to marketing?

For smaller businesses with tight budgets, the key to pulling off a dual strategy is making every dollar count by blending brand-building and performance marketing in smart ways. Start by focusing on content that does double duty—like creating valuable blog posts, videos, or social media content that builds trust (brand building) but also includes a clear call to action to drive traffic or sales (performance).

For example, a helpful Instagram Reel showcasing your product in action can build awareness and lead to conversions with the right link in your bio. Use low-cost tools and platforms that give you both reach and data. Platforms like Facebook, Instagram, and TikTok let you create campaigns that mix engagement with direct conversions. And tools like Canva or free email platforms can help you stretch your budget without sacrificing quality.

Finally, don’t forget to leverage organic reach. Build a community through engaging, consistent social posts or partnerships with micro-influencers. They’re often way more affordable and can bring a lot of attention to your brand while also driving sales. The trick is to combine efforts so that even when you’re focusing on short-term results, you’re still strengthening your brand for the long term.

You've highlighted the importance of measuring ROI beyond vanity metrics. What's your take on attributing value to brand building efforts, which can be harder to quantify than direct response campaigns?

Attributing value to brand-building can definitely feel tricky since it’s not as straightforward as tracking clicks or conversions, but it’s super important. For me, it’s all about looking at indirect indicators and the long-term impact. One way to measure it is through brand awareness metrics like increases in search volume for your brand name or direct traffic to your site.

If more people are looking for you or visiting without ads, that’s a sign your brand is resonating. Another is tracking engagement trends—social shares, comments, or even how many people are talking about your brand online. Those might not be direct sales, but they show how connected people are to your messaging. And let’s not forget the halo effect. A strong brand makes your performance campaigns more effective.

If you see your conversion rates improving over time without changing much about your targeting or spending, it’s often because people already trust your brand. While it’s harder to put an exact number on brand-building, combining these kinds of metrics helps you get a clearer picture of how it’s paying off in the long run.

In your experience, what are some creative ways that marketers can demonstrate the value of brand building to stakeholders who might be primarily focused on immediate results?

To show the value of brand-building to stakeholders focused on quick results, tie it back to measurable outcomes. Highlight how brand campaigns improve conversion rates over time by building trust and recognition, which lowers customer acquisition costs. Use tools like Google Trends or track search volume for your brand to show increased awareness. Share data on repeat customers or customer lifetime value—strong indicators of brand loyalty driven by consistent branding efforts.

If possible, run a controlled test in one audience or region exposed to brand campaigns versus one that isn’t. Show how brand awareness lifts engagement and conversions. Lastly, use social proof, like positive customer feedback or testimonials, to demonstrate how brand perception impacts decision-making. This frames brand building as a long-term investment that fuels both immediate and future growth.

Looking ahead, what emerging trends or technologies in sales and digital marketing are you most excited about, and how do you see them shaping the future of the industry?

I’m really excited about how AI and automation are transforming sales and digital marketing. Tools like ChatGPT and other AI models are making personalized communication at scale easier than ever. Imagine being able to create tailored pitches or ads for thousands of leads in minutes—it’s a game-changer for both efficiency and engagement.

Another trend I’m watching is zero-party data. With privacy regulations tightening, businesses are focusing on data that customers willingly share, like preferences or interests. It’s a great way to build trust and still create personalized experiences.

I’m also excited about interactive content like AR/VR in marketing. It’s starting to play a bigger role in creating immersive shopping or brand experiences. Think virtual try-ons or interactive product demos—it’s like turning marketing into an experience.

These trends are all about making marketing smarter, more personalized, and more engaging, which is exactly where the industry is headed.