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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.
As Director of Demand Generation at CA Technologies, Nerissa is responsible for establishing lead-gen strategies and implementing plans to support the Security Business Unit at CA.
Nerissa has over 20 years of marketing and advertising experience, with 15 years spent in conceiving, developing and executing successful IT Security initiatives across a broad range of marketing functions and industry segments.
Interviewed by Swastika Singh
/ / How has the marketing landscape changed?
In today’s multi-channel, multi-device world, it is harder to find customers in traditional ways than before. Tech buying cycles are becoming more and more complex, with more decision-makers and influencers having a seat at the buying process table. With so much information available at their fingertips, purchase decisions are now being made long before a customer contacts a vendor. The customer-sales engagement has forever changed. Customers are now in control. If you do not have an integrated ABM plan that covers social, digital and live events, then what chance do you think you have when your customers conduct their research?
/ / How do you make events part of your ABM strategy?
I will start by saying that these live events CANNOT be standalone tactics. These events MUST compliment the messaging and content that is being delivered as part of our larger social and digital integrated ABM plan. Every brand interaction counts. We need to target customers as individuals, providing them with not only helpful experiences but also with a valuable number of connected interactions.
/ / What role do live events play in an ABM integrated plan?
Live events offer our sales organization the opportunity to engage with those critical accounts that have the highest propensity to buy, and foster relationships with them. Also, it helps sales establish trust. In IT Security the investments can be quite significant. Therefore, we know that we must prove to our prospects that we are a company they can trust and rely on. Depending on the account, the event could be an executive roundtable dinner event, a CA led workshop or an onsite customer workshop.
/ / How do you decide which accounts to target for your events?
We have at CA what we refer to as our "high propensity to buy" accounts. I was reading your interview with Jennifer Toton who is the VP of Marketing at Rollworks, and I think she states it perfectly. So, I will paraphrase it here because we follow the same approach. It is targeting those accounts that are:
1. High Fit – You identify accounts that are most likely to see value from your product or service.
2. High Intent – You monitor marketplace signals that indicate that the company is actively looking for a solution.
3. High Engagement – You look at the number of engagements a customer has with you across all your marketing activities, which can include (but are not limited to): visiting your website, attending one of your webinars or downloading content.
/ / Can you go into a bit more detail regarding the different types of ABM events that you execute?
The events that we primarily conduct are:
1. Company-led workshops – These half-day events allow our customers and prospects to gain hands-on experience in using our solutions.
2. Onsite customer workshop – This is when we take the half-day workshop event concept to a specific customer location. Also, since it is just one account, we will tailor the content to align directly with their priorities.
3. Roundtable dinner events – CA, along with our media partner, co-hosts a dinner event wherein we deliver content on a thought leadership topic. We try to share content that provides high value; for example, sharing research findings.
/ / I would like you to go into more detail regarding one of the event types that you mentioned in your previous response. Can you tell us more about how you deliver an Executive Roundtable dinner event leveraging ABM?
Sure. At CA, we execute roundtable dinner events alongside our media partner, The Information Security Media Group. They are a media company that offer a host of demand generation programs, one of which is the Executive Roundtable Dinner event. They have a database of over 650,000 IT Security professionals worldwide. We partner with them on content syndication programs and live events. We have done the analysis and found that many of our customers and prospects from our targeted accounts are consuming content on their site. So we knew they were the right partners for us in digital programs and live events.
For the Executive Roundtable Dinner event, their SVP of editorial and our subject matter expert serve as event hosts. These two people lead the discussion on a thought-leadership topic that is of interest to our attendees. We make sure the content delivered is of value to the attendee. Also, we make sure the topic complements our overall marketing plan. The way we decide who attends is that we conduct an analysis to determine which accounts have the highest propensity to buy, and then we recruit attendees from those specific accounts.
/ / Why do you think live events are important?
More and more tech companies realize that influencing buyers at a later stage in the funnel is critical. It can drive more wins and help to increase deal velocity. If you have the right type of event that delivers the right type of content to the right audience, you can uncover immediate opportunities or accelerate existing opportunities that may have been stuck in your pipeline.
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
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