About this episode
In this episode of The Bridgecast, host Scott Kinka sits down with Tamanna Chanana,Campaign Program and Events Lead at Snowflake and host of "Brand Talkies," to explore how marketing and IT teams can work together effectively. Tamanna, a self-described "T-shaped marketer" with experience scaling initiatives at Whatfix and Truecaller, shares practical strategies for breaking down silos, implementing agile methodologies in marketing projects, and redefining B2B influencer marketing beyond social media followers. Whether you're struggling with cross-departmental collaboration or looking to optimize marketing-IT partnerships, this conversation offers actionable insights for building bridges between creativity and technology.What you will learn:How to implement effective B2B influencer marketing by leveraging both external consultants and internal championsThe "T-shaped Marketing" framework for developing deep expertise while maintaining broad marketing capabilitiesWhy documenting expectations and outcomes is crucial for successful marketing-IT collaborationHow to structure weekly cadences between marketing and IT teams to maintain alignment and resolve challengesThe essential practice of involving sales teams early to validate marketing initiatives and understand customer pain pointsWhy starting with customer problems rather than technology solutions leads to more effective marketing campaignsHow to prioritize marketing investments for small and mid-sized companies with limited budgetsTamanna Chanana is the Campaign Program and Events Lead at Snowflake and host of "Brand Talkies/The BT Show" podcast. A self-described "T-shaped marketer" with deep expertise across brand awareness, demand generation, flagship events, and field marketing. Previously scaled marketing initiatives at Whatfix for nearly four years, where she hosted "The Digital Adoption Show" and led growth marketing globally while managing field marketing across the EMEA region. With experience spanning from performance marketing to ABM strategies, Tamanna brings a unique perspective on building marketing programs from scratch and fostering cross-departmental collaboration.Episode Highlights:[04:27] T-Shaped Marketing: Depth and Breadth CombinedTamanna explains her philosophy of becoming a "T-shaped "marketer"—developing deep expertise in content and inbound marketing while maintaining broad competency across all marketing disciplines, including SEO, performance marketing, events, and demand generation. This approach enables marketers to communicate effectively with technical teams and understand the full customer journey, making them more valuable in cross-departmental collaborations
