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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.
When the nine-year-old E2E Networks got listed on NSE Emerge earlier this year, it garnered a lot of attention. And why not? Its IPO was oversubscribed 70 times, and in the stellar debut on the listing, its shares closed 56% above the issue price. This Delhi-based cloud computing infrastructure and managed services provider has recently started focusing on account-based marketing (ABM). In an interview with Digital CMO, Kesava Reddy, Vice President - Sales at E2E Networks, spoke about this evolving strategy that uses highly-targeted and personalized campaigns to win key accounts and how it is helping him drive sales.
Interviewed by Moulishree Srivastava
/ / How has the ABM function evolved in your company over the past few years?
We have just started implementing ABM. We pick accounts and target them using third-party tools. We have also brought our marketing and sales teams together to work closely on those accounts, instead of letting them work in silos.
/ / What are the technologies and trends driving ABM today?
ABM is benefiting from the cloud. At the same time, the availability of various SaaS tools at reasonable pricing is making the adoption of ABM much easier. There are tools that help us identify the accounts that we should target. There are also tools which, based on the information available on social profiles, give us insights into customer behaviour.
/ / How well in your opinion are businesses coping with the change that AI is bringing into ABM?
Most of the time we tend to overestimate the potential of a new technology for the first two years, but underestimate its potential for the next five to six years. Initially, people talked much about the cloud. Then its significance went down, and now it has picked up again. Similarly, the buzz around AI started a few years back. Now we have begun seeing its adoption. The end result will be evident only five to six years down the line.
/ / Have you implemented AI in ABM?
We use AI for organisational mapping in our ABM accounts. We are also working on context-based interactions for dealing with customers.
/ / What are the channels of communication you use in ABM? How much weightage is given to mobile and social media?
We use all channels of communication. Both mobile and social are very important to us. Most of the social selling currently happens on either Twitter or LinkedIn because people are recommending you there. We also use offline channels, webinars, emailers and WhatsApp for communication. Sometimes we do free training for clients to educate them about the cloud. Then the engineers who get the training become influencers, which makes things easier for us.
/ / How has your company benefited from ABM?
ABM has helped us target bigger and more relevant accounts, while significantly cutting down the time it takes to close deals with them.
/ / What are the challenges you have faced in implementing ABM?
Making sales and marketing understand the long-term benefits of ABM is a big challenge because ABM requires them to work together on specific accounts over a period of time. Convincing and getting the team to use ABM tools is another challenge.
/ / Have you invested in advanced analytics?
Right now we have not invested in advanced analytics, but it will happen in the future.
/ / Do you provide account specific website experience?
Currently, we have not implemented this. But I see this trend coming on. Over a period of time, people have begun changing the presentation of their website based on the location. If you are coming from a particular IP address or place, the website for you will look and feel different from what it would look for those coming from a different IP address. Then there are companies which are working on hyper-sensitive presentation layers or smart user interfaces. For example, depending upon the device the customer is using to access a website, it is possible to show him a different version of it.
/ / What are some of the other trends/technologies that you think will drive ABM in the future? How should businesses gear up for this?
The cloud with AI and ML (machine learning) will help drive ABM in the future.To adapt to the change, businesses need to look at the various AI-based SaaS solutions that are available today which can be used for ABM. Currently, we don’t have one comprehensive ABM solution with AI and ML integrated into it. Going forward, that’s perhaps where the future lies.
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
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