Aditya Vempaty (MoEngage) on Borrowed Authority: Partnerships That Multiply Reach

Enterprise content only works when people see it. In this episode, Aditya Vempaty, VP of Marketing at MoEngage, shows you how to build content that spreads and brings in revenue.

He starts every project with customer calls. Their words turn into clear messages and sharp ideas. His team builds content “with distribution in mind,” leverages customer research as a non-negotiable input, and uses “borrowed authority” from partners and customers to widen reach. They delete dead posts, keep the few that pull traffic, and rebuild tight topic clusters that tie straight to revenue.

Aditya breaks down the simple process, quick data checks, and customer-first focus that help large teams move fast.

👤 About Our Guest: Aditya Vempaty

Aditya Vempaty is the VP of Marketing at MoEngage, a $100M ARR customer engagement platform. He’s built enterprise content engines at Amplitude, Unit21, and MoEngage, specializing in programs that start with customer pain points and end with measurable growth. Aditya’s approach centers on operational rigor, customer interviews, and collaborative content with partners, proving that content can drive real business impact, even in large, complex organizations.

📻 About This Season of the Animalz Podcast: Enterprise Content Marketing

This season on the Animalz Podcast, we’re pulling back the corporate curtain to show you how the largest, most complex B2B SaaS teams actually get content out the door. Our mission: demystify these hidden machines and reveal what it really takes to run content at scale.

Hear from content leaders of some of the biggest names in SaaS sharing the systems they've built, the battles they've fought, and the lessons they've learned along the way.

⏳ Timestamps

• 00:00 – “If you can’t tell me how you’ll share it, we won’t make it.” Why distribution comes first
• 05:56 – How Amplitude, Unit21, and MoEngage built their content engines
• 08:15 – Using content to grow MoEngage’s U.S. footprint
• 10:13 – Weekly customer calls: a must, not a maybe
• 11:30 – Interviews are the answer key for strategy
• 13:08 – Where AI helps and where it doesn’t
• 22:51 – Flagship pieces powered by “borrowed authority”
• 27:06 – Partner content that widens reach
• 30:56 – Webinars that turn into demo machines
• 36:40 – Cutting 90% of posts to focus on winners
• 41:24 – Moving from Zoom to Ztl for quick repurposing
• 45:40 – Crafting MoEngage’s next flagship with customers and partners

🌐 Mentioned Links & Resources

• How to Take Over the World (podcast by Ben Wilson) (02:06): Aditya’s go-to for leadership inspiration
• MoEngage (06:26): Customer engagement platform where Aditya leads North American marketing
• Amplitude (06:06): Product analytics company; site of Aditya’s first major content engine
• Unit21 (22:28): SaaS company where Aditya produced the ‘Manual of Fraud’ with partner brands
• Nutanix & Synthego (06:06): Earlier companies in Aditya’s marketing leadership journey
• Mercury, Brex, Pinwheel, Lithic (24:50): Co-authors on Unit21’s flagship content, exemplifying “borrowed authority”
• Inbox Monster & Movable Ink (30:59): Email partners in MoEngage’s high-performing webinars
• Zuddl (41:41): New platform for instant webinar clips and transcripts
• Customer Engagement Book (MoEngage) (45:50): Upcoming flagship asset built on the borrowed-authority model

Connect with Aditya Vempaty to learn more about building content engines that drive real business results. Explore MoEngage’s resource library for examples of flagship, partner-driven content in action.

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