Balancing Brand, Demand, and Human Creativity in the Age of AI: Insights from Sara Kao

With over 25 years of experience spanning APJ, the US, and global markets, Sara Kao, Director of APJ Marketing at SolarWinds, brings a unique perspective on building impactful go-to-market strategies. Her journey highlights how innovation, creativity, and data-driven insights can align to deliver measurable business growth.

Sara emphasizes that in today’s fast-changing tech landscape, relevance depends on adaptability. Marketing strategies must be grounded in robust data and industry insights while staying attuned to customer behavior. For instance, findings from the SolarWinds 2025 IT Trends Report reveal that while 90% of IT professionals consider their organizations resilient, fewer than half feel prepared for fundamental challenges like workflow and staffing. This creates opportunities for marketers to focus on long-term brand positioning around operational resilience while still driving short-term demand through targeted campaigns like webinars and localized thought leadership.

When it comes to executing integrated marketing across APJ, Sara underscores the importance of balancing global narratives with cultural nuance. In India, digital-first strategies and AI-powered observability resonate strongly, while Japan demands relationship-driven engagement and localized assets. Meanwhile, ANZ markets show both maturity and appetite for innovation. For her, success lies in creating cohesive campaigns that flex to regional needs.

On scaling personalization, Sara believes technology and AI should empower, not replace, human creativity. While automation enables segmentation and campaign orchestration, true connection comes from personalized storytelling that builds trust—something 76% of consumers say drives brand consideration.

For aspiring marketers, her advice is clear: focus on building trust, clarity, and a culture of continuous learning. High-performing teams thrive when leaders empower creativity, embrace experimentation, and ensure every member understands the “why” behind their work.

Sara’s perspective offers a powerful reminder: the future of marketing lies in harmonizing data, cultural nuance, and human creativity to deliver lasting impact. Read the full interview here.

We’ve achieved a milestone of 100 GTM content pieces—including interviews, podcasts, and guest articles! Explore our GTM Library for broadened discussions on B2B marketing and beyond, featuring insights from top industry experts and leaders.

Dive in now!