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:

Tamanna 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.

Tamanna 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 and strategic decision-making.

The discussion reveals how B2B influencer marketing differs fundamentally from B2C approaches. Instead of focusing on follower counts or social media presence, successful B2B influence comes from identifying consultants, thought leaders, and internal champions who possess deep technical knowledge of your product category. These individuals can authentically advocate for solutions within their professional networks and organizations, driving more qualified leads and meaningful business relationships.

Tamanna outlines three essential practices for successful marketing-IT collaboration: comprehensive documentation of project requirements and expected outcomes, clear storytelling about business objectives and ROI expectations, and establishing regular weekly cadences for progress updates and problem-solving. This systematic approach helps bridge the communication gap between creative marketing goals and technical execution capabilities.