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Susan is an independent digital communications and user experience strategist. She helps companies discover their brand voice and grow their business.
Shubharthi is currently part of the strategic marketing team at Regalix. His expertise mainly lies in the account-based marketing and programmatic advertising space.
Priscilla is a content writer who has worked for Infosys Technologies and other technology startups in India and abroad.
Moulishree is a freelance journalist with over 7 years of experience, she writes research-based analytical stories on technology and business.
Avanish is a Bangalore-based journalist who writes on business with a specific focus on technology companies.
Priyanka has covered every aspect of the IT industry as a tech journalist since its early days. She is now an independent writer, working on subjects like digital marketing, enterprise technology and high-performance computing, among others.
A freelance content writer, S. Sahu was the former editor of TCS's house magazine at Tata Consultancy Services. He developed tech marketing collateral for the company and helped compile and edit books and journal articles on TCS's technology innovations. He also ghostwrites print and online publications.
Prajwala is a Bangalore-based freelance journalist who writes on social issues, stories of human interest, and art and culture, among others.
Rajesh Nanarpuzha is an Assistant Professor of Marketing at IIM Udaipur. Previously, he has worked as a brand manager in Dabur, and as a business consultant in the retail and consumer goods domains at Cognizant and Tata Consultancy Services. Rajesh has an MBA from IIM Indore and a doctorate in marketing from IIM Ahmedabad.
Priyokumar Singh Naorem
He is a passionate UI & UX designer who thrives on creating engaging creative solutions.
A freelance illustrator, artist, graphic novelist and designer. She has designed and illustrated several book covers. Her personal illustrations so far have attempted to seize the fleeting absurdity and mood of places, things and people she encounters in a childlike, intuitive and expressive manner with closure, beauty and innocence – the things that she desires.
She is an artist and an educator who has taught and lectured at The School of the Art Institute of Chicago, Oxford University, the Victoria and Albert Museum among other institutions. Her installations, paintings, thread work and sculptures have been exhibited in Saatchi Gallery - London, C24 Gallery - New York, and Museum of Contemporary Art – Lyon, among other notable galleries and museums from around the world.
A commerce graduate from Delhi University, Parul pursued a masters in fine arts from Nottingham Trent University in the UK. As an artist, she is interested in line as a subject which has led her to follow architectural lines in built environments. She says she is also interested in how we perceive the environment that we inhabit and what happens when a subtle shift is made in things which we have been used to seeing in a certain way. We present six of her artworks here.
Shweta Malhotra is a graphic artist and designer from Mumbai, based in New Delhi.
After working with ad agencies and design studios for close to 8 years, she branched out on her own and currently works independently.s Her overall design aesthetic is minimal, bold and graphic, a response to the maximalist visual language prevalent in India.
Rithika Merchant (b.1986) received her Bachelor’s Degree in Fine Arts from Parsons the New School for Design, New York in 2008. She has exhibited extensively since her graduation. Recent exhibitions include a duo show “Reliquaries: The Remembered Self” at TARQ, Mumbai; “Language of the Birds: Occult and Art” at 80WSE Gallery, New York; and group shows at Summerhall, Edinburgh and Artry Gallery, Kochi. Her work has been included in multiple group shows at Stephen Romano Gallery and The Morbid Anatomy Museum, New York. Born in Mumbai, she now divides her time between Mumbai and Barcelona.
Aniruddh Mehta is an artist based out of Mumbai, India. Trained in graphic design from the London College of Communications, Aniruddh is a self-taught illustrator and currently works as an independent freelance designer. He believes in finding the right balance between art and graphic design. He has worked closely in collaboration with Bhavishyavani Future Soundz, Qilla Records, Taxi Fabric, Adidas, Dell and United Colours of Benetton. He also goes by the moniker, ‘thebigfatminimalist’ and his style ranges from bold minimal forms to more intricate pieces exploring patterns and geometry.
Paramesh is an artist who enjoys working in both the realistic and abstract style of painting. He loves working with water color. Featured in this issue are a set of water color works that he has created exclusively for us on the subject of digital transformation.
Based in Mumbai, Chandrashekhar Thakur is a Senior Art Director and Illustrator at Truebil.com and the Founder of HAPPiNESS For You. He loves working with new styles of art and considers illustration to be his forte. Chandrashekhar has completed his BFA from DY Patil College of Applied Art.
Concept and Direction
Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.
Building a content marketing strategy for B2B
Matt Stewart, Director of Marketing, Stericycle Environmental Solutions
Using digital content marketing strategically
Compelling content drives digital engagement in B2B settings. The focus today is on targeting the right customer, with appropriate content, at the right instant for better business outcomes.
Not more content, but better content
Craig Dekshenieks, Director of Content & Marketing Operations, Aderant
Content marketing is all about putting the audience at the center
Monica Norton, Senior Director of Content Marketing, Zendesk
Paradigm shift from traditional to modern sales enablement methods
Dan Carusi, Senior Director of Global Sales Effectiveness & Enablement, Ellucian
SE tools must develop seller’s empathy for, and understanding of, the customer
Kevin Strange, Vice President of Global Sales and Channel Sales Enablement, Verint.
Use feedback from internal business partners for enabling sales
Brenda Dwyer, Senior Director of Sales Enablement, Omnicell
Using influence strategies in sales situations
Sales enablement is typically understood as tools and techniques that increase a salesperson’s effectiveness. However, sales enablement implies the usage of adaptive selling,
Essential tips for exceptional product marketing
Murthy Mathiprakasam, Director of Product Marketing, Splunk
Marketing products the social media way
For many product-centric businesses in the B2B space, a logical next step is always to develop complementary service offerings.
In product marketing, the emphasis should be on storytelling
Kelly Koelliker, Director of Content Marketing, Verint
Product marketing in a modern B2B enterprise
Kirsten Jepson, Director of Product Marketing, TELUS International (TI)
Product marketing in high-growth companies
Diego Lomanto, Vice President of Product Marketing, UiPath
Remain curious and don’t lose sight of the customer
Scott Kolman, Vice President of Product and Corporate Marketing, Five9
Tools, talent and technology will unlock new growth for product marketers
John McIndoe, Executive Vice President & Chief Marketing Officer, IRI
Winning the modern enterprise consumer with product marketing
Irshad Raihan, Director of Product Marketing, Red Hat
Onboarding as a customer journey
Customer onboarding is one area where improvements made could tangibly affect business metrics positively.
A good onboarding experience leads to trust and high satisfaction
Narsi Subramanian, SVP of Customer Success & Support, MapR Technologies
Customer onboarding is key to delivering high-quality experience to customers
Aaron Hudson, Division Vice President, Implementation & Amar Sidhu, Senior Vice President, Service Delivery & Production, ADP
Align content assets to each step in the onboarding journey
David Karp, Executive Vice President, Customer Success, Numerator
Avoid the cookie-cutter approach in customer onboarding
Silvia Veronese, VP of Global Customer Success, Guavus
Connecting customers with each other is crucial for onboarding
Mathew Sweezey, Principal of Marketing Insights, Salesforce
Let’s not forget the value of the human connection in customer onboarding
Nancy Porte, Vice President of Global Customer Experience, Verint
Locking in your onboarding plan to address scope-creep
Dave Ragals, SVP Customer Success, IgnitionOne
PRM systems should provide an intuitive way of engaging
Mike Fino, COO & Jacqueline D. Woods, CMO, IBM Partner Ecosystem
Taking your partner along: PRM in organizations
Partner Relationship Management (PRM) has been considered a natural extension to Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM) solutions.
Partners need rich, marketable content to sell better
Aimee Catalano, Head of Global Partner Marketing, Google Cloud
Managing and growing a diverse set of partners and alliances is critical to brand success
Jay McBain, Principal Analyst for Global Channels, Forrester
Automation helps serve more partners with fewer resources
Allison Gapter, Vice President of Global Partner Marketing, Demand Generation, SAP
Enable your partners to be modern marketers
Michelle Chiantera, Vice President of Americas Marketing and Communications, Cisco
ABM is a marathon, not a sprint
Anamika Gupta, Director and Head of Account Based Marketing at Fujitsu America, Inc.
Investing in ABM should be a no-brainer for B2B enterprises
Virender Jeet, SVP, Sales & Marketing/Products, Newgen Software Technologies Limited
Making sales and marketing understand the long-term benefits of ABM is a big challenge
Kesava Reddy, Vice President, Sales at E2E Networks
The right type of events can play an integral role in your ABM plans
Nerissa Traola, Director, Demand Generation, CA Technologies
ABM has created new ways of engagement with clients
Tania Salarvand, Global Head, Marketing, ThoughtWorks
Companies that have invested time into developing their account strategy are likely to benefit from ABM
Chandra Sekar, Vice President, Marketing, Avi Networks
ABM is a journey of understanding a prospect's business pains and challenges and addressing them
K. P. Unnikrishnan, Senior Director & Head, Marketing, APAC, Palo Alto Networks
ABM will help marketers drive bigger deals and more revenue
Anil Mishra, AVP Strategic Alliances & Marketing at CSS Corp
One-size-fits-all content is not good enough for ABM
Paul McMeekin, Director, Marketing, ACI Worldwide
Transitioning to an ABM organization
Marketing, at its core, is a process of understanding consumer needs, to design goods and services that satisfy these needs better than existing competition.
AI has huge potential to transform ABM meaningfully
Apurv Bhatnagar, Associate Vice President, Kore.ai
ABM will help you deliver a real-world experience in the digital space
Abraham Alapatt, President & Group Head, Marketing, Service Quality, VAS & Innovation, Thomas Cook (India)
In ABM, personalization is not an afterthought – it is part of the strategy
Yashdeep Vaishnav, Director, Marketing Cloud, Salesforce
ABM is more cost-effective than traditional marketing
Jennifer Toton, Vice President, Marketing, RollWorks
ABM is akin to fishing with a spear instead of casting a wide net
Sumit Srivastava, Head, Corporate Marketing Analytics & Operations, LexisNexis Risk Solutions
The return on investment of ABM is far more than a generic broad-based marketing approach
Samik Roy, Country Head (Dynamics), Microsoft India
I would say ABM is a big cultural shift for companies, and AI is only a small part of that
Todd Berkowitz, Managing Vice President, Tech GTM Marketing, Product & Sales, Gartner Inc.
ABM can seem thankless before it turns to gold
VC John, Regional VP, Marketing & Communications (BFSI), Accenture
Social media: Supporting customers on the ‘edge’
Digital technologies make organizations function smoothly and business function processes efficient.
I think requests via social media are made more out of frustration
Kia Puhm, Head, KIA CX Consulting
Messaging through voice - that’s the trend that I see emerging in the near future
James Waters, Vice President, Customer Service, Booking.com
Top performing companies will use technology to make the human experience better
Ed Powers, Independent CX Consultant
AI-based chatbots are central to transforming CX for next-gen customers
Rajesh Balaji, Global Delivery Leader, Enterprise Application Service, Cognizant
I believe chatbots will be custom-built for different situations
Pradyot Ghate, Associate Vice President and Product Lead, Zomato
We live at crossroads of rapidly changing customer experience today
Immanuel Kingsley, VP and Head of Innovation Lab, Hexaware
B2B customers are people and have feelings too
Asoke K. Laha, Founder, President & CEO, InterraIT Inc. and President & Managing Director, InterraIT India
Customer engagement is about going beyond the customer’s expectations
K V Dipu, President - Head Operations & Customer Service, Bajaj Allianz General Insurance Company
Feedback from existing customers is an important element
Nikhil Arora, Managing Director and Vice President, GoDaddy India.
It’s practically self-destructive to ignore your existing client base
Sayeed Peerzade, CIO, Reliance BIG Entertainment
Meeting the challenge of customer retention: AI in B2B settings
The ‘number of new customers acquired’ is often considered an important growth metric. However, in isolation it is often incomplete, and many times misleading, as an indicator of the health of a firm.
We were the first realty company to adopt augmented reality
Pratik Mantri, Director, Mantri Developers Pvt Ltd
Brands are not yet used to thinking about 3D content in the real world
Jean-Francois Chianetta, CEO, Augment.com
AI will have different flavours – it will have distinct usage for the enterprise and for the consumer
Arup Roy, Research Director, Gartner India
Chatbots are a great way of converting portal and mobile App footfalls into potential leads
Ganesh Ramakrishnan, Manager, Business Transformation, DSOA (Dubai Silicon Oasis Authority)
Time is money and artificial intelligence can save you time
Gaurav Verma, Chief Technology Officer, Aasaanjobs
Good data from AI creates hypertargeted, personalized campaigns
Sangram Vajre, Chief Evangelist and Co-Founder, Terminus
Augmenting the marketing process
We stand at the threshold of a virtual world of experiences and an incredible expansion of the science by which experiences are experienced.
State of Sales Enablement 2017: Report Summary
Only a little over half the number of organizations with a sales enablement function had a sales playbook as part.
Sales Enablement provides better lead flow
Sayee Bhuvaneswari, Senior Vice President, Sales & Solutions, Hitachi Solutions India
Understanding the customer’s buying behavior is critical to the success of a sales enablement tool
Soumendu Ganguly, Marketing Head, Sulekha.com
Preventing burnout through sales enablement
Sales enablement has largely been equated to a set of tools, aimed at improving salesperson effectiveness.
Things you always wanted to know about Sales Enablement but didn’t know who to ask
Ravish Kamath, Vice President - Products, Regalix
The marketing to sales handoff - a digital approach
The author has a doctorate in marketing from IIM Ahmedabad. He is currently working as a marketing analyst.
Sales Enablement brings predictability
Sanjeev Sukumaran, Founder and Head of Marketing, ForceFulcrum
Sales Enablement helps you have more meaningful conversations with your customers
Lee Levitt, Managing Director and Founder, Acelera Group
While sales enablement is an overall goal, CRM is a tool
Vibhav Vankayala, Product Marketing Manager, Zoho CRM
Why businesses need to embrace sales enablement
Data, analytics, insights and timely content should equip client-facing teams.
To ensure technology adoption, it’s crucial to keep the learning process simple
Arvind Saxena, Group Marketing Head, Sify Technologies
As the world goes social, content follows: results of the state of b2b content marketing 2016 survey
Every social media channel requires a different content strategy
Anshul Tripathi, India and South Asia Marketing Head and Director, Juniper Networks
Harnessing social media through the consumer journey
At a time when click bait stuff has become prevalent, finding the right video is important and there is no innovation.
The urban ladder ‘Mattress Tester’ campaign - an innovative content marketing initiative
Sanjay Gupta, CMO, Urban Ladder
B2B marketing and the transition to digital: Results from the 'State of B2B Marketing 2016' survey
Digital is now mainstream, and marketing has long since passed the point of maintaining a distinction.
Marketing is integrated - it has to be!
Academic research in marketing increasingly extols the benefits of an integrated marketing approach.
Going digital! How B2B firms can benefit from this transformation
While B2B transactions account for as much value as B2C, it lags behind in digital transformation.
State of B2B mobile marketing 2015
The world is going mobile, but B2B marketers are still lagging behind. According to the ‘State of B2B Mobile Marketing 2015’ survey.
Do you trust me? Brand's credibility heralds success of its mobile marketing
Mobile phones, unlike any other device, blur the line between personal and professional.