Techtalk By Ciente With Lidia Lal From SAP : EP-50

Ciente Editorial Team
March 3, 2025

Techtalk by Ciente with Lidia Lal from SAP : EP-50

Not all interactions signal real buying intent. But when marketers connect all the dots from multiple data sources, the true power of intent data comes to life.

In this 50th episode of TechTalk, Suruchi Bhargava (CMO, Ciente) sits down with Lidia Lal, a global marketing powerhouse with experience at SAP, Oracle, and Hewlett-Packard. Together, they break down the true power of intent data- how to separate casual engagement from high-intent buying behaviors, optimize ABM strategies, and ensure MQLs don’t just sit in a pipeline but convert into revenue.

Key insights include:

Why a white paper download doesn’t mean sales-readiness
How to integrate first- and third-party intent signals for a 360° buyer view
The role of AI-driven lead scoring in refining marketing and sales alignment
A proven framework for cost-effective, high-performing ABM

Technology is a major enabler here—manually tracking this at a molecular level is simply not feasible. Tune in now!

About the Guest:

Lidia Lal
Head of Marketing, Finance & Spend Management, APAC, SAP
LinkedIn | Twitter |

Lidia Lal is a senior marketing & communications practitioner who has held senior marketing management roles with some of the world’s leading technology brands including Blackbaud, Experian, Hewlett Packard Enterprise Services, Rightnow Technologies, SAS, Oracle and Westcon Group. She also ran her own marketing consultancy for over 10 years servicing small to medium businesses.

A senior marketing and communications leader with over 25 years of experience, her broad expertise spans across both B2B, B2B2C areas and she has successfully led marketing teams across a diverse range of marketing disciplines including brand management, value proposition development, account based marketing, new product launches and go to market strategies, integrated marketing campaigns, demand generation, executive level engagement programs, online and digital marketing, media, PR & corporate communications, reseller and channel marketing programs, event management and small to medium business marketing.

Lidia Lal holds a Bachelor of Arts (Political Science/Linguistics) from Macquarie University, a Bachelor of Business (Marketing) from Charles Sturt University and Master of Art degree in Professional Communication (PR/Journalism) from Deakin University. In 2015 she undertook onsite studies at Stanford University completing the Strategic Marketing Management course. In 2025 she completed a course in Digital Marketing Strategies: Data, AI, Automation & Analytics from the Northwestern University’s Kellogg School of Management.

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