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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.
Kiran Veigas, Program Director – Corporate Marketing at Happiest Minds Technologies, shares his views on how social media marketing can benefit B2B organizations. Happiest Minds, the digital transformation, infrastructure, security and product engineering services company, uses social media effectively to reach out to not just potential clients but also employees, to keep them connected with the company’s strategy.Veigas tells us how B2B companies can look at professional networking channels like LinkedIn to promote the brand and develop business campaigns.
Interviewed by Priyanka Bhattacharya
B2B brands derive maximum mileage out of social media by powering up its brand quotient and creating an identifiable persona of the organization that connects with customers and prospective talent.
It helps in social selling and nurturing relationships by showcasing thought leadership and company culture. Social media has become an essential cog in the integrated marketing wheel of content marketing, event marketing, media relations and influencer marketing.
For lead generation, we have derived maximum results from LinkedIn, Twitter, and Google.
The main reason is that marketing spends in these channels can be more focused towards our target audience. We have found that paid campaigns can be tightly controlled using the various analytics and dashboards provided by these channels. We also have the option of tweaking the campaigns if desired results are not met.
The first thing we ensure is that the messaging is crisp and focused. We are very conscious about picking the appropriate channel for the audience that we want to reach out to. We use more than one channel where applicable. When it is a paid social campaign, we are meticulous about selecting the target audience to maximize on the spend.
At Happiest Minds, we use social media almost on a daily basis to share various updates like company news, press releases, recent thought leadership content (whitepapers, blogs, case studies and POV articles), upcoming event information and service offerings information.
For instance, when Ashok Soota, Founder and Executive Chairman at Happiest Minds, was conferred IT Lifetime Achievement Award by Financial Express in Dec 2016, we used social media in a big way. We shared the event photos on social media and we were able to extend that feeling of happiness and pride across all Happiest Minds people and office locations.
We would measure the success of a social campaign by its social shares and comments. The ROI would be based on the quantum of web traffic and leads generated.
Social media marketing is a very cost-effective option for a brand. Irrespective of whether the brand is big or small, digital media provides a level playing field in most ways and a great campaign will achieve virality irrespective of the media spend.
To understand the market you must invest across multiple channels. Only then can you figure out which channels work for specific objectives. Then you create campaigns to fit the channel you have chosen. Run a mix of paid and non-paid campaigns to get the most out of your social media marketing efforts.
When developing the content for your campaigns, do use a mix of images, infographics, videos and text to capture maximum eyeballs. Finally, to understand the success or failure of your campaign, you will need to use various analytics and dashboards to evaluate sentiment analysis, web traffic and prospect engagement.
Marketers are still struggling to find mature social media strategies: Results from the “State of B2B Social Media Marketing 2016” survey
The “State of B2B Social Media Marketing 2016” found that nearly 15% of companies still do not invest in social media marketing.
Working social media into B2B settings
Rajesh Nanarpuzha, Assistant Professor in Marketing at IIM Udaipur
We have quadrupled our budget in social media marketing
Raghunath Vijayaraghavan, Marketing Director, Aspire Systems
To be or not to be? B2B firms and social media
The author has a doctorate in marketing from IIM Ahmedabad. He is currently working as a marketing analyst.
Likeable Social Media
Dave is a devoted father, husband and the founder and CEO of Likeable Local, a social media software company.