MarTech Interview with Jay Kulkarni, Founder and CEO at Theorem

Welcome to this MarTech Series chat Jay, tell us more about Theorem and how its solutions have evolved over the years? What inspired Theorem?

Theorem’s origins are based in media operations that include marketing cloud, programmatic, creative and data, but our solutions have evolved over time to be end-to-end flexible marketing service-oriented to meet the demands of the ever-evolving market. As a company we strive to continually optimize today, build for tomorrow and pioneer the future of flexible marketing services. These two ideologies are the underpinning of our company’s culture and business growth.

Digital marketing and digital advertising trends have been evolving rapidly the past year, can you talk about the top trends you’ve been observing and based on it, a few best practices you’d share with marketers?

As an end-to-end marketing solutions provider, we have seen the impacts of the past 18 months across the marketing industry. The trends are constantly evolving, but there are a handful that stand out in this new endemic world that are critical for marketing teams to latch onto and fully optimize. Among these are the evolution of consumer needs and their call for more transparent marketing practices. It is crucial that marketing teams are working towards a first party, data-driven future that puts their consumers in the driver seat when it comes to their digital property. In addition, customer engagement and loyalty have evolved over the past year in ways we have never seen before. 

The methodologies for success in customer acquisition, engagement and retention have pivoted heavily towards omnichannel and micro-moment marketing. This means marketing teams need to diversify their marketing strategies to include a multitude of mediums, channels and platforms while ensuring that their messaging is personalized and relevant to their consumers. The name of the game is tailored content when and where consumers need it most. 

In what ways do you feel digital marketing practices for the B2B and tech market will transform in the near-future: what are some of the martech innovations (like AR) or other features that will drive this?

Endemic consumers want more control and more interactivity within their shopping experiences. We all know that shopping habits have shifted over the past decade or so to an environment where consumers proactively research products and services long before they consider purchasing.  It is critical now that teams integrate new methods of interactivity including AR, VR, 3D modeling and other up-and-coming interactive marketing techniques to engage and appeal to their consumers.  It is clear that the future of marketing is tethered to interactivity and personalization by way of consumer driven content. The key is identifying how and when to leverage these strategies to appeal to your ideal markets in relevant ways.

Content marketing is a tricky game in today’s overly crowded online marketplace, in what ways do you feel marketers can drive better interest, awareness and growth with innovative content marketing tactics?

In addition to the above statements on interactivity, it is critical for marketing and content teams to fully understand their consumer base. The shift to first party data collection and utilization strategies will allow consumers to share information that is more relevant when it comes to their preferences, which should help content marketing teams create interactive content that appeals to each type of consumer with a deeper sense of relevance. The key to all content marketing, both now and in the future, is letting the consumer drive the messaging and topics. The best way to appeal to audiences is by allowing them to tell you what, when and where they want information and then providing the content in a simple, digestible way.

A few thoughts on the importance of interactivity in content marketing and what content marketing in the future is set to shape up to be?

Interactivity is getting more pervasive and intimate as a direct result of the advances in user interface design, including touch, aural and smart device location software. As content consumption transitions to real time, understanding and leveraging the wants and needs of consumers is critical. Consumers are perpetually connected via their personal devices in every environment which means marketing teams must holistically understand consumer moods and behaviors if they want to engage consumers in the right setting at the right time.  The ability to package and deliver content will be driven by technologies based on user preferences and where that user is at that particular moment in time. 

Some last thoughts and marketing-martech takeaways before we wrap up?

Marketing is constantly evolving, but the innovations and evolutions we have seen over the past 18 months are occurring at a rapid pace, unlike anything we have ever seen before. It is critical for marketing teams across the board to stay ahead of trends and pivot their strategies accordingly. Those that are looking to the future and heeding the call of consumers for more personalization and transparency will see success. The rules of the game have changed and the power is in the hands of the consumer. Understanding this and creating a strategy that plays into this is the pathway forward and the best way to optimize today while building for tomorrow. 

You may also like...

Subscribe to Our Blog

Subscribe to receive an email when we publish new content!

    Ready To Empower Your Business?

    We can help you future-ready your business with customized, innovative solutions designed to foster sustainable growth.



    Meto is a tech-based nonprofit intent on making access to quality higher education a reality for all students. We have a special focus on creating scholarships for low-income students.

    In 2018, Meto was founded to connect African students with university opportunities. Along the way, we have learned that all students can benefit from our innovative model, wherein universities make the first move and invite good-fit students to apply. So, in 2023, we opened our platform to students across the globe.


              Nikhil Badlani Foundation

              The Mission of the Nikhil Badlani Foundation (the “Foundation”) is to enhance the lives of underserved children in West Orange, NJ and neighboring communities through music lessons, scholarships, and traffic safety education for all.

              Since the Foundation was established in 2011, Theorem has consistently been an annual sponsor of and team participant in the STOP for Nikhil 5K Run/3K Walk. This event intends to raise traffic safety awareness and to serve as a way to remembervbgfc ≈ and honor those who have been killed or seriously injured in traffic accidents. We recognize the importance of raising awareness and road safety amongst teenagers and parents alike, especially in the local communities of our Chatham, New Jersey office. Learn more about the Nikhil Badlani Foundation at

              Diversity and Inclusion

              Theorem actively aids in the ongoing fight against systemic racism and discrimination, realizing the importance of ongoing discussions surrounding diversity and inclusion.

              By contributing to organizations such as Black Girls Code and the Anti-Racism fund, we aim to be a fundamental supporter of diversity in the workplace and beyond. These organizations specifically speak to Theorem’s role as a leading voice in the technology innovation space and we avidly support their missions. The vision of Black Girls Code is to empower girls of color, ages 7-17 to become innovators in STEM fields and encourages them to be the builders of their own futures. The Anti-Racism Fund serves as a response to the inequities experienced by the African-American community. It provides monetary support to a dynamic portfolio of curated organizations as a way to inject and enable social change.

              Feeding America

              Feeding America is the largest charity working to end hunger in the United States. By partnering with local food banks, food pantries and other community food programs, Feeding America looks to advance change across the country and ensure equitable access to nutritious food.

              As a long-standing contributor and sponsor of Feeding America, we deeply believe in their vision of an America without hunger. The need for and importance of organizations like Feeding America has has become more and more prevalent as communities face more hardships as a result of the pandemic and the current economy. Theorem is dedicated to its continued contributions to Feeding America to do our part to empower and strengthen our communities. Learn more about Feeding America at

              Grameen America

              Grameen America is dedicated to helping entrepreneurial women who live in poverty build businesses to enable financial stability mobility.

              Since their founding in the United States in 2008, Theorem has supported Grameen America’s mission, which seeks to build upon the legacy of Presidential Medal of Freedom, Congressional Gold Medal and Nobel Peace Prize winner Muhammad Yunus. Through financial contributions and event participation, Theorem has contributed to Grameen America’s cause. As an immigrant entrepreneur himself, our CEO Jay Kulkarni is especially eager to support the organization’s mission of aiding underserved communities. Learn more about Grameen America at

              Vision Spring

              VisionSpring is making the wonder of clear vision possible for all by helping provide affordable and quality eyeglasses to those in need. For many, lack of access to affordable eyeglasses leads to loss of employment or less educational opportunities.

              VisionSpring partners with organizations who join them in their mission of supporting livelihood initiatives, enhancing potential for all. Learn more about Vision Spring at Theorem has consistently partnered with VisionSpring to organize free events, such as eye check-ups, across multiple villages in the Mysuru, India region, impacting over 3,000 rural residents. We stand with VisionSpring in their mission to increase accessibility to quality eyewear and eye care.

              Covenant House

              Covenant House provides housing and supportive services to youth facing homelessness, helping young people transform their lives.

              For more than 5+ years, Theorem has supported Covenant House with corporate sponsorships, leading career-building workshops at their Newark, NJ shelter facility and participation in the organization’s fund raising Sleep Outs. Covenant House utilizes these Sleep Outs to raise funds and help shine a light on the injustice of youth homelessness, inspiring communities to step up and protect the vulnerable. We are proud to support Covenant House’s programs, which are designed to empower young people to overcome and rise above adversity, today and in the future. Learn more about Covenant House at

              Contract Type



              Job Title

              Contract Type



              Job Title

              Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.