Barry Vasudevan

Principal Analyst, Portfolio Marketing

Barry is a product marketing executive with over 20 years of experience marketing and selling in North America, Europe, and Asia. He has successfully launched products, built and executed go-to-market initiatives, and created messaging targeting new buyers and markets.

Most recently, Barry served as the director of global product marketing at CAST Software. Before that, he held product marketing leadership roles at Risk Management Solutions, Orc Group (now called Itiviti), and Mantas/Reveleus (now part of Oracle Financial Services), as well as a few startups. Before earning his MBA, he also held various sales, consulting, and marketing roles at Parametric Technology Corporation (PTC).

Barry holds a bachelor of science in mechanical engineering from Washington University in St. Louis and an MBA from London Business School.

Blog posts by Barry Vasudevan

Three Ways Buyer Insights Illuminate the Road Ahead for Product Management Leaders

October 15, 2019 | By Barry Vasudevan

Product managers and functional leaders need knowledge about what drives buying decisions and how buyers want to interact
Organizations often struggle with developing the necessary insight that goes beyond high-level buyer needs
SiriusDecisions Buyer Insights Reports deliver insight about buyer behavior that product leaders can use when driving innovation

The Four Types of Messaging Your Audiences Need

October 01, 2019 | By Barry Vasudevan

Modern B2B organizations must develop more than just one message or type of message
To be effective, each piece of messaging must be built with an audience in mind
Use the right messaging framework to develop messaging that resonates with intended audiences

B2B Marketing Certification Program

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Three Tips for Getting Your Thought Leadership Back Into The Majors

March 15, 2019 | By Barry Vasudevan

Knowing what your organization wants to achieve is paramount for good thought leadership
Organizations often must consider multiple audiences when building thought leadership
Measuring what works and what doesn’t lets teams refine their thought leadership efforts over time

Yes, Your Buyers Really Do Want to Talk to You!

November 26, 2018 | By Barry Vasudevan

Myth: Many buyers prefer their early interactions to only be non-human
The data shows that buyers want a variety of interactions
A buyer’s journey map must capture and reflect this variety to effectively engage buyers

Chief Sales Officer: 2020 Planning Guide

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Three Steps Advanced Manufacturers Should Take to Become Audience-Centric

September 13, 2017 | By Barry Vasudevan

Advanced manufacturers know their products, but they don’t always know their buyers
Becoming more audience-centric can help manufacturers improve the effectiveness of marketing and sales programs
The transition to audience-centricity can be broken down into three manageable activities

Leveraging a Marketecture Solution When One Product Isn’t Enough

May 25, 2017 | By Barry Vasudevan

Going audience-centric often requires solutions in place of individual products and services
A marketecture solution can provide an easier path to this goal
Understanding the challenges and risks ahead of time can help you avoid common pitfalls