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Contributors

Writers

Susan Joseph

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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 Ghosh

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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 Thomas

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

Moulishree Srivastava

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Moulishree is a freelance journalist with over 7 years of experience, she writes research-based analytical stories on technology and business.

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.

Chandrashekhar Thakur

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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

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

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The usage of mobile in B2B marketing has been on the rise over the past two years. However, the intention of using mobile as a marketing tool by B2B companies is very different from what B2C companies expect from their mobile marketing initiatives. For starters, B2B marketers do not expect direct lead generation from their mobile campaigns, as is the case in B2C marketing.

We talked to Sanjay Chaudhary, Head, Segment Marketing at a leading cloud solutions company, on the increase in use of mobile tools for marketing by B2B companies. He believes mobile marketing in B2B is more of a relationship-building activity done by engaging customers, understanding their needs and providing solutions based on that. “It’s not merely engagement with customers around transactions,” he said in an exclusive interview with Digital CMO Digest.

/ / Why did B2B companies start late in using mobile marketing?

If you see in B2B marketing, with or without mobile usage, engagement does not lead to quick purchase, as is often the case in B2C marketing. The stakes are also not as high, and there is often a personal touch involved in selling products.

Things have slowly started changing with the advent of cloud computing. With the adoption of cloud computing, mobile marketing, online marketing and telephonic marketing will increase more in the B2B space. Mobile is increasingly becoming important in this space. The sheer possibility of things we can do with mobile has triggered its usage in the B2B space. Using mobile you can reach your customers through an app, a micro site or a QR Code. Mobile also provides you with contextualized iformation, like where the customer is, and what he is looking for. You can leverage this information to give them contextually-relevant content and guide them towards the right product.

/ / Are B2B companies using these features you talked about?

Retail companies are using these features much more than B2B companies. However, B2B has leveraged mobile to get more out of their events, conferences and talks. I have seen companies developing apps for events to engage attendees, share more information and other such activities.

/ / Do you think this is the year mobile marketing will take off in full strength?

There is a lot of focus on content marketing and it will play a big role in driving mobile marketing. It depends on companies; how they leverage this opportunity. As far as users are concerned, they are consuming more and more content on their mobile devices. The market is also changing with a lot of start-ups entering the B2B space. They are more open to pursuing newer ways of engagement, including mobile, and quick in adopting newer technologies.

/ / But mobile does not contribute much to revenues yet...

It is very difficult to generate revenue using mobile marketing for now. Unless you are doing something like an event where you can attribute your lead directly to it, you can never completely attribute the lead to a mobile strategy. There are fundamental changes that have happened in the customer’s buying journey. Customers now go online to check about the company, they go through social channels, and they follow their trusted advisors (also called industry influencers) much before they reach out to the marketing or sales team with their inquiries. As per some industry reports, buyers are almost 60% through their decision before they even talk to someone in sales. During this time, buyers form or reinforce perceptions and build loyalty toward the company.

/ / What is it that B2B marketers are trying to achieve with mobile marketing?

Marketing teams are now not only tasked with sourcing or creating new demand but also influencing the buying process. To engage the customers and nurture them effectively (during the initial 60% of the buying cycle), marketers are leveraging mobile to send the right content at the right time in the buyer’s journey. Mobile is increasingly becoming a tool to access information and in educating the customer; to get customers to think about things differently. It has become a tool to make them realize the problem and encourage them to take the next step of looking up possible solutions.