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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.
ABM is the most effective way for businesses to reach out to their target accounts. It allows businesses to showcase content relevant to their target audience.
Paul McMeekin, Director, Marketing, ACI Worldwide, spoke to Digital CMO Digest about the significance of contextual artificial intelligence in ABM, and how content mapping in ABM helps in lead generation. Paul leads demand generation and customer acquisition efforts for the global bank segment. He is an adjunct professor at the University of Nebraska at Omaha and has been quoted in numerous publications including the Omaha World-Herald, American Banker and Bank Systems & Technology.
Interviewed by Swastika Singh
/ / How has the ABM function evolved in your company over the past few years?
Earlier, we never executed ABM campaigns. Today, we are in the middle of our ABM journey. We develop campaigns for a highly targeted list. And we work horizontally across businesses to deliver unique value propositions to our target audience.
We introduced this as a dedicated function for a period of time, but now consider this more business as usual for certain parts of our marketing organization.
/ / Do you have a separate ABM team? Do they function under the sales or marketing function?
ABM is one way to communicate with the marketplace. It currently sits within the marketing organization.
/ / How do you select your ABM accounts?
We go through an extensive segmentation exercise based on the account profile which includes size, characteristics, current technology stack and more. Once we understand the account, we develop a unique buyer's journey and align our target personas inside the account with our content.
/ / Do you provide account specific website experience?
Yes, we create personalized URLs; for example, aciw.co/paul-mcmeekin. This site would be curated based on what we know about the account from our segmentation exercise. If the target is focused on cost efficiencies, we present content on cost reduction and elimination of multiple systems. If the target is focused on growing revenues, we present content on improving customer experience and offering new payment services. If we have enough intelligence on the customer, we can make the content specific to customer’s profile based on whether the customer is focused on growth or cost containment.
/ / What are the challenges you have faced in implementing ABM?
The four challenges I would point to are overstretching your teams by taking on too many accounts, assuming that new technology will solve your process challenges, believing that one-size-fits-all content is good enough, and not having shared goals between sales and marketing.
/ / Do you think companies are investing enough in ABM?
I think too many companies produce promotional material rather than developing marketing material that is useful for their target audience. Utility content that is built on a clear understanding of customer needs can really differentiate an organization. Investing in an ABM program would be a catalyst for achieving this.
/ / Have you implemented AI in your ABM practice?
There are very few tools available now at a sensible price point that really deliver on the promise of AI. A lot of current offerings are based on manual, rules-driven engines that require a lot of resources to manage, measure and maintain. I expect this to change quickly, but for now, we’re monitoring the market rather than investing.
/ / How is AI changing the ABM function? How well, in your opinion, are businesses coping with this change?
With contextual artificial intelligence, we will be able to develop the target profile better and gain a deep level of insights into their actions. We will be able to go beyond the basic characteristics of a target to a full, robust picture of the firm, including factors like technology stack, company news and alerts on social media (C-level changes). All marketers should be able to scale, automate and personalize the communication to target accounts with the help of AI. As the target moves through the buyer's journey and self-selects information, what they get presented with next will be personalized and automated.
/ / Have you invested in advanced analytics?
As an organization, we’re making sizable investments in our overall approach to analytics. However, it’s important to recognize that to see a return on this investment you need to first get your processes, data, and training in shape.
/ / What are the trends/technologies that you think will drive ABM in the future? How should businesses gear up for this?
More data and more personalization. The structuring of unstructured data fields will develop an even clearer understanding of the target, which is the whole goal of ABM, and marketers will be able to provide much more personalized content to their customers based on a deeper level of understanding.
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
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