Ambarish Gupta, the CEO and Founder of Gurgaon-based Knowlarity set up the company in 2009. The firm aimed at enabling entrepreneurs to undertake the innovation designed telephony based business products. Knowlarity targets SMEs and entrepreneurial ventures to help them constantly track their customer feedback in real time. Funded by Sequoia Capital and Mayfielf, the company is now powering more than 6500 companies in India and across 65 countries abroad. We caught up with Ambarish Gupta to get the lowdown on what it takes to market to and win over fast-moving and high-growth businesses in India.

#1 Position Your Product
No two Startups,Small and Medium Businesses (SMB's) or Enterprise business needs are ever the same. Different business models come with different problems and what may have worked wonders for a startup may fail miserably for an SMB. Make sure you position your SMB product in the SMB market segment, instead of trying to develop a one-size-fits-all mechanism. 

#2 Be a Certified Expert, Grab the Niche Market Now!
It isn't enough to position just your product, you also need to position yourself. Be the # 1 expert in your field by publishing whitepapers, case studies, and knowledge base articles. Buyers in the high-growth segment are on the constant lookout for partners who are experts in their field. Be that person. Write and publish diligently. 

#3 Share your Resources, but get Returns.
Make your whitepapers, case studies, and knowledge base articles freely accessible to the public. But try to ensure you profile the users of your content. You could request for information like the user's name, email address, organisation, role in organisation to enhance your understanding of potential customers. You could incentivise the submission of such information by rewarding the user with highly customized industry centric whitepapers and reports.  

#4 Nurture Harvested Leads
No two leads are the same. Leads that are frustrating cold calls today can turn into hot business opportunities tomorrow. Be disciplined in pursuing your cold leads and do not forget to put these potential customers on your mailing list. Nurture them with industry specific reports, and deals that make your value proposition more attractive.

#5 Make Yourself Visible  
Business seminars and industry events  provide formidable SMB networking opportunities if they are used wisely. Prepare for such occasions thoroughly. You could ask organisers for previous data to get an informed idea of the SMB participation and ensure that you leverage any public speaking opportunities and media interactions at such a gathering.                   

#6 Tailor Seamless Experiences
Provide the high-growth enterprises that you are targetting with a seamless user experience when they choose to interact with the business, irrespective of the technology your company subscribes to. For instance, when an IT company catering to SMB clients successfully implements an omnichannel approach, the customer service representative on the phone would be able to reference the SMB buyer's previous purchase history as easily as the customer service webchat representative can. The change may be small, but the benefits of easing up the process for these businesses are huge. 

#7 Get a Partner on Board
It always helps to get an external entity on board that can help your company explore and pursue new marketing opportunities. We chose to go with Amazon's Activate Partnership program as it opened up new opportunities in major entrepreneurial hubs across the world for us. Similarly IT integrators and value re-sellers are exciting avenues for powerful marketing, if leveraged effectively.