As a global provider of end-to-end software and cloud technology solutions and a Microsoft partner, SoftwareOne says that it is closely aligned with the digital transformation journeys of Indian enterprises and SMBs alike.
Medianews4u.com caught up with Shivani Sharma, SMB Business Head-India, SoftwareOne.
With over 15 years of experience in tech marketing and growth strategy, she has played a pivotal role in accelerating cloud and software adoption among 4,000+ Indian SMBs. Her focus lies in democratising digital access for Bharat, localising global cloud narratives, and building trust through marketing-led tech enablement.
Q. SoftwareOne focusses on empowering SMBs to modernise and innovate with scalable, secure and practical solutions. What does this entail?
At SoftwareOne, we look at SMBs not just as buyers of technology, but as future innovators of India.
Modernisation for us means helping them move away from legacy, siloed systems to cloud-first, AI-powered, secure, and scalable environments.
Practicality is important—SMBs need solutions that are cost-effective, easy to adopt, and tailored to their stage of growth. From Microsoft 365 bundles to Azure cloud managed services to Copilot-driven productivity, and cloud powered agentic AI our offerings are designed to give SMBs the same innovation edge as large enterprises, without complexity.
Q. In enabling the digital transformation journeys of Indian enterprises and SMBs alike, what are the key things that SoftwareOne bears in mind? What is the big challenge?
The biggest factor we keep in mind is simplicity. Digital transformation can often sound intimidating. Our role is to break it down into a journey that aligns with the customer’s business goals.
The big challenge is balancing affordability with scalability—SMBs want future-ready solutions, but they also need predictable costs and quick ROI. That’s where our consultative approach and managed services play a crucial role.
Q. What marketing innovations will SoftwareOne be doing to bolster awareness and solidify its presence among SMBs?
We are creating campaigns that are deeply contextual and relatable for SMBs. For instance, initiatives like SaMbit (Global SMB Day) is built to showcase tangible value of modern work and AI in everyday business scenarios.
We are leveraging storytelling, customer success showcases, regional language content, and digital-first engagement formats to build awareness. Personalised assessments and industry-specific use cases also help us cut through the noise.
Q. B2B IT and tech marketing was earlier thought to be boring and formal. Is this changing through more creativity?
Absolutely. The days of jargon-heavy brochures are gone. SMB decision-makers today respond to creativity, simplicity, and storytelling.
They want to see themselves in the story—how a retail shop owner, a manufacturer, or a startup founder actually uses technology to save time and grow. We are humanising tech marketing by combining data, creativity, and relatable narratives.
Q. What impact is AI having on B2B IT and tech marketing in terms of driving storytelling and personalisation?
AI is a game-changer. It allows us to personalise at scale—crafting the right narrative for a startup versus a mid-sized manufacturer, for example.
AI tools help us analyse customer pain points, predict needs, and deliver content that feels one-to-one rather than one-to-many. On storytelling, AI makes it possible to create dynamic, interactive campaigns where the customer sees their unique journey reflected.
Q. How important are AI-powered insights and data analytics in delivering the right message to the right audience at scale?
They are critical. Without insights, marketing is just noise. With AI-powered analytics, we can segment audiences better, understand buying intent, and optimise campaigns in real time.
For SMBs—who may not have the patience for long sales cycles—getting the right message across at the right time can make the difference between adoption and indifference.
Q. How does the combination of AI, CX and marketing help SaaS growth in the Tier Two and Tier Three towns and Cities?
In smaller towns and cities, trust and experience matter even more than in metros. The combination of AI, customer experience, and marketing allows us to bring a highly personalised touch at scale—whether it is vernacular communication, regional webinars, or self-service portals.
SaaS adoption grows when SMBs see clear value, simple onboarding, and ongoing support. That’s where AI-led CX and contextual marketing intersect beautifully.
Q. Why do Indian SMBs need storytelling-driven tech adoption, not jargon-laden campaigns?
Because storytelling builds trust. SMBs want to know how technology will solve their everyday problems—whether it’s reducing billing errors, improving cashflow, or connecting with customers better.
A jargon-filled campaign only adds distance. When we tell stories of SMBs like them who have successfully transformed, adoption feels less risky and more aspirational.
Q. What role are influencers playing in the B2B IT, tech marketing space and for SoftwareOne in terms of building credibility?
Influencers—whether they are industry analysts, domain experts, or respected entrepreneurs—bring authenticity and credibility to tech conversations.
For SoftwareOne, collaborating with such voices helps us reach SMB leaders who trust peer recommendations more than brand claims. We see influencers as a bridge to build communities around digital transformation.
Q. Cloud is a complex term for many SMBs in tier two and three towns and cities. What marketing tactics does SoftwareOne employ to simplify the concept and emphasise the benefits like cost savings?
We demystify the cloud by anchoring the conversation in business outcomes. Instead of talking about infrastructure, we show how cloud reduces upfront costs, makes data accessible anytime, and enables faster collaboration.
Our tactics include vernacular explainers, use-case-based workshops, ROI calculators, and relatable customer stories. The goal is to move away from “cloud as a buzzword” to “cloud as a growth lever.”
Q. How important is the message of sustainability in IT and tech marketing? What role do the Green Cloud and carbon footprint assessments play?
Sustainability is no longer optional—it is integral to business strategy. Many SMBs are realising that moving to the cloud is not just about cost savings but also about reducing their carbon footprint.
Our Green Cloud initiatives and carbon footprint assessments help SMBs understand how technology choices impact the planet. This positions sustainability not just as an ethical choice, but as a smart business move.
Q. IT buyers seek affordable products, solutions that are scalable and future-ready. How much R&D does SoftwareOne do to improve its offerings?
We continuously invest in research, co-creation with partners like Microsoft, and feedback loops from thousands of SMBs we serve globally.
Our R&D is not just about building new products, but also about curating the right mix of solutions, services, and support that SMBs need today. Every campaign, every bundle we design, is informed by real customer insights and emerging market trends.
