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Contributors

Writers

Priscilla Thomas

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A content writer who has worked for Infosys Technologies and other technology startups in India and abroad.

Avanish Tiwary

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Avanish is a Bangalore-based journalist who writes on business with a specific focus on technology companies.

Priyanka Bhatacharya

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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. 

S.Sahu

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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 Hegde

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Prajwala is a Bangalore-based freelance journalist who writes on social issues, stories of human interest, and art and culture, among others. 

Rajesh Nanarpuzha

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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.

Designer

Priyokumar Singh Naorem

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He is a passionate UI & UX designer who thrives on creating engaging creative solutions.

Artists

Dyuti Mittal

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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.

Sumakshi Singh

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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.

Parul Gupta

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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

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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

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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

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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 Jolad

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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.

Concept and Direction

Nimish Vohra

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Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.

Enquiry

+91 9560509289

aishani.majumdar@regalix-inc.com

Know when a new article is published

Sangram Vajre has quickly built a reputation as one of the leading minds in B2B marketing. Before co-founding Terminus, a SaaS platform for account-based marketing (ABM), Sangram led the marketing team at Pardot through its acquisition by ExactTarget and then Salesforce. He’s the author of Account-Based Marketing for Dummies (at https:// www.amazon.com/Account-Based-Marketing-DummiesSangram-Vajre/dp/1119224853) and is the mastermind behind #FlipMyFunnel. Here’s a recent chat with him, facilitated by Lauren Patrick, Storyteller at Terminus, on the artificial intelligence (AI) leverage in account-based marketing (ABM). Follow Sangram on Twitter @SangramVajre.

 

Interviewed by S. Sahu

 


/ / How have marketers been using AI/ machine learning in recent times?

Marketers across an array of industries now recognize the importance of good data from AI and the impact it can have to create hyper-targeted and personalized campaigns. For B2B marketers, machine learning helps with identifying the best-fit companies, or accounts, that are demonstrating a propensity to buy. For example, in ABM, powerful AI helps to signal if a contact at a key account is searching for information on a potential solution like the one your company provides.

/ / How important is it for a business to adopt AI?

At the end of the day, regardless of whether you’re in B2B or B2C, it’s about human-to-human, or H2H, connections. What’s interesting about this intersection of marketing and technology is how machine learning is giving marketers more insights into what people are doing and searching. Having AI/machine learning as part of your marketing technology, or MarTech, stack is essential. If you’re not leveraging a data platform to help you identify the best-fit people to market to, and to see if they are demonstrating intent to buy, then you’re falling behind. Our VP of Marketing, Peter Herbert, and ABM Superhero, Kristen Wendel, have a great formula to use: Fit + Intent + Engagement. The Fit + Intent pieces are where machine learning really comes into play.

/ / Roughly what quantum of investment is recommended for running enterprise AI/ machine learning systems?

There’s no right answer to how much your company should invest in machine learning or AI. It’s a question of what purpose AI/machine learning systems will serve for your organization. Once you have all these great insights, how are you going to market to these people? How will you engage the companies you want to do business with? How will you measure those interactions? What matters the most is that you have a strategy. No technology in the world will help your company if you don’t have a marketing strategy aligned with every stage of the buyer’s journey. Using my #FlipMyFunnel model for ABM, think about building a customer experience stack based on the following components:

  • Identify who you want to market to (this is where AI/machine learning comes in)
  • Expand: Find more people in those target accounts who fit your ideal customer profile, or ICP
  • Engage where personalization of messaging comes in, using a variety of activities like advertising, content, video, events, webinars, social… you name it
  • Advocate: Create raving fans of your business • Measure. It’s so important to measure the impact of all these tactics from Day 1.

/ / What are some common challenges a CMO faces, when considering adopting the technology in his/her organization?

Again, the biggest challenge is aligning new technology with your strategy. If you’re a CMO who is embracing ABM, you need to consider how this technology is going to help drive engagement at each stage of the buyer’s journey and customer experience. Adding a new tool isn’t useful unless you know how it should work to drive new revenue.

/ / How do you see the future panning out in the AI/machine learning space, in terms of technological advances, cost reduction, and user perception/awareness?

As machine learning and AI continue to proliferate the B2B marketing industry, there will be an increased awareness of how these tools help to tell a story. By “story,” I mean the buyer’s journey from start to finish. AI will help marketers improve whom they are targeting to tell their story and engaging those contacts throughout the entire purchase decision [journey] by serving up personalized, relevant content. While there may not be cost reductions, we will see an improvement in operational efficiencies on the cost of customer acquisition, or CAC, which is a huge metric for every CMO, CEO, and executive responsible for bringing in new revenue.

/ / For many marketers, AI and machine learning are forbiddingly esoteric topics. So where does the CMO go to gather information about the subject and its possibilities for his/her business?

There’s a certain amount of irony in this question because when a CMO today goes to Google or another search engine to research about AI and machine learning technology solutions, there are companies like Bombora that are monitoring the “surge” in interest and that CMO’s propensity to buy!