In a MediaBrief exclusive, Shivani Sharma, Business Head, SMB – India at SoftwareOne, speaks about SoftwareOne’s journey in India, the evolving needs of SMBs, and the importance of human-centered storytelling in driving digital adoption. She also shares insights on the role of B2B influencers, cloud adoption in Bharat, and how AI and personalization are shaping SaaS marketing for India’s diverse SMB landscape. Read on.
Shivani Sharma kicksoff the conversation by Speaking about SoftwareOne and its journey so far, she shares, “SoftwareOne is a global provider of end-to-end software and cloud technology solutions. By helping clients to migrate and modernize their workloads and applications – and in parallel, to navigate and optimize the resulting software and cloud changes – SoftwareOne unlocks the value of technology.”
With a strong partner ecosystem, deep cloud expertise, and a customer-first mindset, the company has carved out a distinct space in India’s technology landscape. “We’ve empowered businesses of all sizes—especially SMBs—to modernise and innovate with scalable, secure and practical solutions,” she adds.
Biggest challenges faced by SMBs
Speaking about the biggest challenges faced by SMBs today Sharma points at the fear of technological disruption. But here, she said, lies the transformative power of human-centered storytelling.
“Human-centered storytelling builds trust by making transformation relatable. SMBs often face change with caution due to lean teams and legacy systems. By sharing real-world success stories and tangible outcomes—like improved productivity or customer experience—we show that transformation is not only possible but also supported every step of the way,” Sharma explains. “This demystifies technology and shows that transformation is achievable, not overwhelming.”
Role of influencers in B2B marketing
In an age where trust and relatability matter more than ever, the role of influencers in B2B marketing is rapidly evolving. For those in the tech space looking to build meaningful connections with Indian enterprises, Sharma asserts that credibility is non-negotiable.
“Authenticity, domain expertise, and relatability are key. Content in today’s age should be rooted in real-world use cases, grounded in credibility rather than jargon,” she said. “In India, especially, trust is built over time—so marketers who engage consistently, understand regional business nuances, and speak in the customer’s language will have the most impact.”
Indian IT buyers are nuanced
When it comes to cloud solutions, Indian IT buyers are increasingly nuanced in how they define value. Sharma noted that value is not a monolith—it evolves with maturity and need. “Value is contextual. SMBs prioritize cost and security initially, but as they mature, scalability and innovation become critical. Buyers seek solutions that are simple, compliant, and future-ready—delivered at a commercially viable price. At SoftwareOne, we align technology to business outcomes, not just specs,” she emphasizes.
Yet, despite the growing appetite for digital transformation, certain barriers still loom large—especially in the ‘Bharat’ regions of India, encompassing smaller cities and rural areas. Contrary to popular belief, infrastructure is not the main hurdle. “The main barrier is not infrastructure—it’s digital comfort and local relevance. Cloud can seem complex or distant, especially to businesses in smaller cities,” Sharma observes.
She adds, “Tech marketers need to simplify their messaging and focus on relatable benefits like cost savings, improved service or local job creation. Using regional languages, vernacular content, and culturally resonant narratives makes the communication more inclusive and effective.”
SMBs don’t want a one-size-fits-all pitch
In these diverse markets, personalization is no longer optional—it’s essential on this, Sharma believes that AI can play a pivotal role in delivering more targeted, meaningful engagement. “Personalization is essential. SMBs don’t want a one-size-fits-all pitch—they want solutions that reflect their size, industry, and growth stage,” she said.
“AI enables marketers to segment and target customers based on behavioural data, geography, purchase intent, and business priorities. For instance, an SMB in Agra might care more about improving inventory accuracy, while one in Coimbatore is focused on workforce collaboration. AI-powered insights help us deliver the right message to the right audience—at scale.”
Link sustainability to business value
Sustainability, too, Sharma says is slowly but steadily becoming a priority in the Indian tech ecosystem. However, awareness remains relatively limited—especially among SMBs. Sharma explained that the messaging around sustainable IT must be linked to business outcomes, not just environmental ones.
“Awareness is growing, but it’s still limited, especially among SMBs. The key is to link sustainability to business value – like energy savings or operational efficiency,” she said. “At SoftwareOne, we advocate for sustainable IT through green cloud migration strategies, cost-optimised infrastructure planning, and carbon footprint assessments—always explained in business, not just technical, terms.”
As the conversation drew to a close, Sharma left no ambiguity about SoftwareOne’s commitment to India’s burgeoning SMB sector. She positioned the segment not just as a customer base, but as a catalyst for national progress. “India’s SMBs are the backbone of the economy and the heart of innovation. As enablers of their digital journey, we believe it’s our responsibility to combine empathy with expertise—to listen before we prescribe,” Sharma says.
She concludes by saying, “Whether it’s through advisory-led engagement, value-based storytelling, or inclusive go-to-market models, we’re committed to making technology more accessible, understandable, and impactful for every Indian business.”
