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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.
Purna Chandra Mahato
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.
Marketing to B2B customers is seeing a paradigm shift. As a B2B marketer, it is important to move away from broad, generic marketing strategies to a more focused, targeted approach, where all the marketing content is created to address specific types of clients, or where relevant, a single large client. Account-Based Marketing (ABM) allows you to do just that. This targeted strategy-based marketing technique is seen to be more effective than the traditional marketing approach. Yashdeep Vaishnav, Director- Marketing Cloud, Salesforce, spoke to Digital CMO Digest, about why ABM is disrupting the marketing game; and how it is the best strategy to adopt to transform a lead into revenue.
Interviewed by Priyanka Bhattacharya
/ / How has ABM disrupted B2B marketing?
ABM has disrupted the marketing game by raising the stakes for both marketing and sales. Marketing can no longer stay only at the top of the sales funnel for generating qualified leads. To drive growth, marketing and sales need to work together all through the buyer’s journey. At Salesforce, we believe an ABM strategy is an effective, proven strategy to engage with customers throughout the sales lifecycle, and manage complex sales opportunities.
ABM takes time, but the results are substantial. Companies who got on board early are reaping the rewards: faster business acquisitions, successful expansion into existing accounts, smarter marketing spends, and customers who feel understood. The bottom line is, if you’re in B2B doing large, complex deals but haven’t yet invested in ABM, you could be missing out on considerable business growth.
/ / How beneficial has this approach been since ABM is a highly personalized marketing approach for the B2B segment?
One of the things that stands out for me, now that ABM is at the forefront of B2B marketing, is the way that marketing itself has changed in the last few years. With more decision-makers involved at each stage of the buying cycle, and with more channels of communication, marketers are working harder to connect with prospects. That’s what makes account-based marketing something special. With the right tools and technologies in place, it can address many of the touchstone issues that B2B marketers face when trying to connect with prospects – from how to personalize your sales pitch to how to align your sales and marketing efforts.
Our Einstein account-based marketing tool helps customers identify the right accounts, improve customer engagement, align sales and marketing and measure and optimize campaign performance. Businesses can focus on high-value targets by evaluating customer data, leveraging predictive lead scoring to get intelligent insights built on machine learning that helps you discover which accounts are most likely to close, and mapping leads to the right accounts. After identifying customers, businesses can start an interaction at the correct moment by personalizing messages to acquire new prospects from identified accounts, and nurturing those contacts. Personalized campaigns with relevant content will put customers through account-based journeys with a dynamic web experience. 84% of marketers see higher ROI with ABM than other marketing programs.
/ / What are the critical aspects of ABM that B2B marketers should keep in mind when delivering personalized solutions?
Delivering a personalized customer experience has emerged as the central metric in the quest for better B2B marketing. To market to a single specific company, you've got to build in a distinct message. What that message will be should depend on the pain-points that your solution addresses. In ABM, personalization isn't an afterthought – it is part of the strategy from the beginning, and greater personalization leads to a better experience for your customers.
Secondly, I believe ABM breaks the silos and unites the sales and marketing teams. Both teams become responsible for metrics like Revenue and ROI, and transferring leads becomes a cyclical process instead of a linear one. With the help of tools like marketing automation, your sales team can send leads back to marketing that need to be nurtured to a more sales-ready state, and for ABM, that’s awesome.
Lastly, ABM relies heavily on data – it’s how you navigate through the process of marketing within an entire account, and it’s what keeps your sales and marketing teams on the same page. It makes you a data-driven marketer; data will help you make informed marketing decisions and ultimately, meet and pre-empt the needs of your clients and prospects. Engagement, brand awareness, and lead quality make up a huge part of how you guide your ABM strategy.
/ / How do you see NLP and Machine Learning helping organizations in their ABM efforts?
Marketers have to understand their customers better than ever so they can deliver personalized campaigns. Every customer is unique. Analyzing past customer behavior helps marketers predict future behavior, anticipate customer needs, and guide experiences across every touch point. Einstein Recommendations (Predictive Content and Recommendations) recommends the best product, content, or offer for each individual on the web, on email, and in mobile sites and apps.
Our engagement-scoring analytics builder uses machine learning to score each individual’s likelihood of opening, clicking, or unsubscribing from an email, and converting on your website. You automatically get recommended segments to target, like your loyalists or dormant customers, to win back. Most importantly, you can take immediate action based on this predictive behavior. Einstein social insights automatically analyzes the tone and sentiment of conversations in over ten languages and helps you truly understand the voice of your customer. Einstein language insights gives marketers the ability to harness all conversations about a particular topic. It ensures that actionable social posts are routed to the right teams and brands to increase response rates. Einstein vision for social discovers new insights from images on social media using trained image classifiers that recognize food, logos, objects or even scenes that relate to or are relevant to your brand—even when your brand or name isn’t mentioned.
/ / How does AI impact account-based marketing?
According to Salesforce’s 2017 State of Marketing report, more than half of marketers that use AI say it’s essential for companies to create 1-to-1 marketing journeys across every touch point, and top teams are more likely to use marketing analytics and predictive intelligence extensively, among other tools.
In the B2B space, aspects of AI impact ABM by providing the ability to deliver smarter, more personalized and predictive customer solutions. The power of AI helps in content creation and commerce. We can connect with prospects faster, understand marketing ROI, and maximize efforts with advanced analytics.
/ / In your view, what is going to be the state of ABM for B2B going forward?
As businesses focus on more meaningful digital interactions and automated business processes, there is a need for them to be at the hub of customer data and automation. ABM for B2B will see growth as AI and machine learning are fast developing processes. The requirement for businesses to optimize experiences will increase. That means the next five years should be less about making existing processes work better inside the platform, and more about re-designing the business to serve customers better, faster, and more profitably. ABM will see new solutions in the areas of Internet of Things (IoT), mobility and analytics.
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)
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