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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.
Tania Salarvand is the Global Head of Marketing at ThoughtWorks, a global software consultancy. She is responsible for developing and championing global marketing strategies aligned to key business priorities across sales, recruitment, and technology thought-leadership. Her passion is in understanding the end user journey and exploring ways to enhance it. Prior to ThoughtWorks, Tania spent 15+ years in management consulting, working with a variety of clients across marketing, sales, business, and tech strategies. Here we talk to her about her involvement with ABM at ThoughtWorks.
Interviewed by Swastika Singh
/ / How has the ABM function evolved in your company over the past few years?
ABM has become more of a focus over the past few years as we evolved our business strategy. Interestingly, we may have done ABM activities under the pretext of account management earlier, but having a holistic view of our ABM goals, intentions, outcomes and activities that drive our growth mission is really critical.
/ / Do you have a separate ABM team? Do they operate under the sales or marketing function?
ABM is the responsibility of our demand marketers within the marketing team. We do, however, partner with the sales team to develop strategy and execution tactics to drive account goals. ABM cannot be done in a silo. It is the collaborative effort of many roles within the organization to ensure that we are addressing the key needs of each account.
/ / How do you select your ABM accounts?
Our selection process is a collaborative effort with our sales leadership. Many variables play a part in selecting the accounts.
/ / What are the technologies & trends driving ABM today?
There are many ABM tools available currently, but the most important thing is that automation, and access to data and insights, is the catalyst for developing a truly impactful ABM program. The intimacy with which an organization can get to know its customers in a very authentic way is what defines the success of ABM. There are technologies like AI that some organizations are using to understand their customers better, but for us, personal engagement has proven to be the most powerful.
/ / Do you provide account-specific website experience?
Yes, on a case-to-case basis.
/ / What are the channels of communication you use in ABM? How much weight is given to mobile and social media?
Many, I would say! We give more weight to the ones we feel resonate better with a particular client group.
/ / What are the new opportunities that ABM has opened up for your business?
At this point, it has created new ways of engagement for us with our clients that best meets their specific needs.
/ / What are the challenges you have faced in implementing ABM?
As with any marketing initiative, it takes time. It’s not a sprint, but a journey we take our internal and external audiences along.
/ / What are the trends and technologies that you think will drive ABM in the future?
ABM has to be a priority both for marketing and the business at large. I think new trends and technologies will evolve from what is seen as working today - be it data, insights, or experiences - and they will need to allow for human interventions where necessary. This ability to leverage data and tech in the right ways to enhance an experience is key to building long lasting relationships and trust.
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
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