Building an Account-centric Organization Part II

Apurva Pathak | July 5, 2022 | 337 views | Read Time : 05 min

Account-centric Organization
In Part I of this article, we discussed the importance of the ABM foundation, ideal momentum of change, team training, and analyzing data to understand the performance of your ABM strategy.

In this part, we will look at how CX, sales enablement, a strong team and consistency matter in successfully transforming your organization into an account-centric one.

ABX: Endorse Experience

Focus on the kind of experience you want to offer your target account. Offer them a customized and account-centric experience. Involve every department at a granular level to achieve an excellent customer experience.

Enablement: Sales Resources Are Vital

Support your sales teams through communication that works for them. Provide them with the right tools, content, insights, and data, even if they know how to do their job. Support and motivate them to close more deals.

Consistency: Checking What’s Working

Review your performance weekly and discuss outcomes with your teams—improvements, hurdles, and failures included. A full view of your strategy will show you where you need to make changes so you can fix them and make your ABM efforts work.

Experience: Hire ABM Experts

Executing ABM can be an overwhelming experience if you are new to it. Consider bringing in someone who has already run some successful ABM campaigns to make the process smoother. Doing this will guide and support your long-term efforts.

Businesses and Customers Reap Rewards

When an organization focuses solely on its target accounts, it achieves:
  • Higher conversions and ROI
  • Effective target audience reach
  • Reduced customer attrition
  • Business growth
  • Synchronization in cross-functional teams
  • Competitive edge in the market

When target accounts choose an account-centric company, they get:
  • Customized solutions to their pain points
  • Support throughout the buying journey
  • Excellent customer experience
  • Long-term business association

An ITSM Firm Addressed Revenue Concerns with an Account-Centric Approach

A British IT service management (ITSM) analytics SaaS firm re-evaluated its ABM efforts to address revenue concerns. It increased relevance across all channels — LinkedIn profiles, content, and messaging to directly address decision-makers.

It aligned its sales and marketing teams. Furthermore, it changed its focus to improving customer interactions along the buying journey. As a result, it gained customers like GoDaddy, British Airways, and JCPenney. A larger firm with a presence in North America, the UK, Europe and APAC acquired it as a part of a business expansion strategy.

Wrapping It Up

Amber Bogie, ABM Strategy Lead at Degreed, says, “In terms of attribution, if it's an ABM account, and it's seeing success, I'm attributing that to a company-wide effort of focusing on the right accounts using an ABM strategy.”

Amber Bogie, ABM Strategy Lead at Degreed, says, “In terms of attribution, if it's an ABM account, and it's seeing success, I'm attributing that to a company-wide effort of focusing on the right accounts using an ABM strategy.”

Remember, ABM works differently for different organizations. Therefore, there is not a one-size-fits-all approach, so you need to zero in on what works best for your organization to get everyone on board to achieve ABM success.

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Havas Media Group

Havas Media Group is one of the leading global communications and marketing networks. It consists of three main media brands Havas Media, Arena Media and FullSIX Media.

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CORE ABM

Intent Marketing: Removing Guesswork Out of Marketing

Article | July 1, 2022

In 2018, Demand Gen Report’s ABM Benchmark Survey found that 25% of participating B2B companies used buyer intent data and monitoring tools. 35% of them planned on using intent data within a year. Cut to 2022, and about 99% of B2B marketers are using some form of B2B intent data in their marketing campaigns to target accounts (Source: InboxInsight). In his exclusive interview with Media 7, Gil Allouche, CEO of Metadata.io, talked about how data helps convert leads. “With access to valuable data, marketers are focused on leads that are more likely to become buyers. They can also work on targeting their messaging towards these potential buyers.” Buyer intent data helps in creating a robust foundation for your marketing efforts. Let us look at how intent marketing can help you get the sales and ROI you desire. Intent Marketing: The New Normal in B2B Intent-based marketing uses consumer data that signals purchasing intent through consumption of relevant content like blogs and infographics; product comparisons; product reviews; message boards; case studies; and news. Through this data, you can find out what your prospects are looking for, which stage of the customer journey they are in, if they are researching solutions or ready to make a purchase, and what kind of steps you can take to get in front of them. One of the most important benefits of intent marketing is that it removes the guesswork out of your marketing campaigns and ensures that you are targeting the correct prospects. This targeting can be done through either intent-based branding or intent-based marketing. Intent-based branding decodes the behavior of your target audience online while intent-based marketing harnesses data on the prospect’s buying behavior so you can tailor your marketing offerings accordingly. Consequently, your sales cycle is shortened. Power-up Your Content Strategy The biggest challenge B2B marketers like you face today is to cut through all the noise and create an impact on their prospects. Consumers have a host of content options. However, they do not want to consume unnecessary information. When the content is personalized to match their needs and goals, they are more likely to engage with it. Intent data helps you plan your content as it provides you with information on the theme, buyer personas and their behavior, buyer journey maps, content formats, copy, call to action (CTA), and keyword strategy that will best suit your prospect targeting efforts. An intent-based content strategy can deliver leads while increasing conversion rates and sales. It can give you the competitive edge you need to influence your prospects at the right time. Drive Sales and ROI Intent marketing brings in more conversions on landing pages and overall higher traffic and qualified leads to your website. It uses intent information to recruit engaged prospects for sales demos and events. It helps sales teams to effectively rank their leads and accounts so that they can focus on the right leads at the right time and not miss out on any sales opportunities. Your sales teams can execute effective nurture campaigns and create sales pitches with messaging that appeals to a target account’s buying committee. This messaging addresses the account’s pain points and requirements and accelerates the buying decision. Additionally, intent marketing helps improve customer retention rates and makes it easy for teams to identify cross-sell and upsell opportunities. It takes into consideration the existing customers’ signals to find any at-risk accounts to prevent churn and increase renewal. Data-driven Marketing Personalization Intent data makes it easy to personalize your marketing efforts and provides an accurate report of prospective signals, their needs, and interests so that you can segment and categorize them. Once this segmentation is done, you can determine what kind of content needs to be created and displayed for these accounts depending on their position in the buying cycle. With this kind of personalization, your target audience gets to know that you care about them and you can connect with them on a deeper level. Increase ABM Efficiency B2B buyer intent data helps your marketing, sales, and customer success teams align their goals so that they can agree on target accounts, establish lead hand-off processes, and diversify investments to target newer, relevant accounts while maintaining the current customer list. Intent data provides marketing intelligence for creating ICP in marketing, messaging, and brand positions for B2B account-based marketing. Additionally, it provides account intelligence for target account list creation, ways to increase engagement, improve lead scoring in ABM and lead nurturing tracks, thus increasing the efficiency of your account-based marketing. Summing It Up Intent-based marketing helps B2B marketers like you to understand potential customers so you can find high-value accounts and nurture them through customized content and targeted campaigns.

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CORE ABM

Account Selection: How To Win Before You Start

Article | July 27, 2022

The first step in any account based go-to-market program is to create a target account list. Whether based on a formal Ideal Customer Profile (ICP) or not, the target account list represents an organization’s definition of the best accounts and those most likely to become customers. But in reality, marketers really only communicate with a subset of the account list at any one time, and even struggle to cover the full list over the course of a year.

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CORE ABM

5 Steps for Succeeding in Account-Based Marketing

Article | June 21, 2022

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

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How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | February 10, 2020

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

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Havas Media Group

Havas Media Group is one of the leading global communications and marketing networks. It consists of three main media brands Havas Media, Arena Media and FullSIX Media.

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CORE ABM

CIENCE Announces General Availability of GO Digital DSP Powered by CIENCE GO Data

CIENCE | November 01, 2022

CIENCE® introduces the next generation of account-based marketing (ABM) today with the general availability and official worldwide release of CIENCE GO Digital. CIENCE GO Digital combines the industry-leading GO Data custom audience creation platform and Bidder-as-a-Service (BaaS) demand-side platform (DSP) functionality to give marketers precise and programmatic ad targeting for custom audiences. Unlike other platforms, GO Digital offers the best of both worlds in a single offering: GO Data custom audience creation comes bundled with advanced advertising options for display, video, or audio advertising channels. “We’re excited to become marketing’s best friend, or at least its new secret weapon,” said Eric Quanstrom, Chief Marketing Officer at CIENCE. “We’re excited to become marketing’s best friend, or at least its new secret weapon,” said Eric Quanstrom, Chief Marketing Officer at CIENCE. “We use GO Digital to target our entire ideal customer profile (ICP), which we’ve created in CIENCE GO Data. It’s a seamless account-based marketing workflow that helps us raise awareness and sell our offerings. Because of the targeting capabilities, we’ve seen three times the industry standard click-through rates (CTRs) on our display advertising. And we’ve done this at less than a quarter of the costs of the previous solutions we’d used. This has enabled us to scale our advertising programs to significant volumes of leads.” Market Acceptance The CIENCE GO Digital product has been in beta since Q2 and has already achieved remarkable throughput and adoption in a short period of time. CIENCE GO Digital was just recognized as a Fall 2022 category leader by SourceForge. The SourceForge category leader is only awarded to select products that have attained the highest levels of praise from user reviews from among more than 60,000 products on the platform. “We’re hearing really good feedback on the ability to reach a company’s ICP—and only their ICP—without wasted ad spend,” said Quanstrom. “This potent combination of any ad format, advanced bidding capabilities, and the most comprehensive, accurate contact data on the market is proving to be a winning combination.” Unique Functionality Unique among DSPs, CIENCE GO Digital offers a system that allows buyers of digital advertising inventory to manage both ad exchange and data exchange accounts. Real-time bidding for online advertising (display, video, audio) takes place within the ad exchanges, and by utilizing the CIENCE GO Digital DSP, marketers can manage their cost per mile (CPM) bidding. These advanced Bidder-as-a-Service options keep costs lower than other ad solutions. Furthermore, CIENCE GO Digital bundles CIENCE GO Data—campaign validated data from the number-one ranked lead generation firm in the world—thus providing exacting target audiences. It is possible to reach both hyper-targeted small segmented audiences or hit an entire total addressable market (TAM) cost-effectively, depending on marketing goals. Using the CIENCE GO Digital DSP allows marketers to optimize campaigns based on set key performance indicators such as effective cost per click (eCPC) and effective cost per action (eCPA). CIENCE GO Digital Pricing GO Digital customers benefit from an annual platform subscription service, which then includes flexible target CPM rates—with no monthly spending commits. “We’re playing by our own rules to shake up the industry and bring value to our customers,” said Quanstrom. “Media buying is incredibly easy with CIENCE GO Digital. Our main goal is to offer all the benefits you’d need to go out and buy separately when it comes to reaching your specific ICP target audience … all in one best-of-breed platform.” About CIENCE CIENCE offers a unique blend of data, software, managed services and process to scale fast-growth companies. CIENCE delivers consistent results for over 2,500 companies across more than 250 B2B industries. CIENCE is a global organization with headquarters in Denver, CO (USA), and offices all over the world. Connect with us online at cience.com or on LinkedIn, Twitter, or Facebook.

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BUYER INTENT DATA

Bombora Hires Jeff Marcoux as CMO and Elena Drozd as VP of Data Science

Bombora | December 01, 2022

Bombora, the leading provider of B2B Intent data solutions, today announced that it has hired Jeff Marcoux as Chief Marketing Officer and Elena Drozd, Ph.D, as Vice President of Data Science. Marc Johnson, the current CMO & GM, will shift to the role of Chief Operating Officer. Marcoux, a veteran marketer who has twice worked with Bombora as a customer, has been working closely with Bombora’s marketing team as a consultant for the past year. Prior to that, he was Head of Product & Vertical Marketing at Icertis. He has also held leadership roles at TTEC and Microsoft. Marcoux is also a professor of marketing at Oregon State University, teaching advanced digital marketing and demand generation courses. Drozd joins Bombora from Oracle, where she most recently served as Senior Director, Data Science & Advanced Analytics. Across more than 16 years with Oracle, Drozd built and managed a global team of data scientists, data engineers, and marketing analysts. At Bombora, she will oversee the proprietary and patented methods and models that make Bombora the only company to witness the complete buyer’s journey across its data cooperative. Johnson joined Bombora as CMO & GM in 2016 and has built the company into the most widely known and respected brand in the B2B data space by making the Company Surge® product synonymous with Intent data. As COO, he will focus on alignment and operational efficiency across the company. “Data has never been more important to the sales and marketing professions, and Bombora plays an important role in helping B2B organizations unlock their potential through insights,” said Erik Matlick, CEO and co-founder of Bombora. “Data has never been more important to the sales and marketing professions, and Bombora plays an important role in helping B2B organizations unlock their potential through insights,” said Erik Matlick, CEO and co-founder of Bombora. “As former customers, both Jeff and Elena have seen firsthand how our unique product can drive results across an enterprise. Meanwhile, Marc has been instrumental in the company’s growth, in terms of both reputation and the bottom line. These are three incredibly critical roles and I’m grateful to have such exceptional talent and experience to add to our organization.” The new hires come on the heels of a strong year that saw Bombora recognized by some of the advertising and technology world’s biggest awards. In November, the company was the gold winner for the top small- and medium-sized business marketing program in the 25th Annual Marketing Excellence Awards from Momentum ITSMA. Earlier this year, Bombora was named one of AdExchanger’s 2022 Top 50 Programmatic Power Players. The company was also a finalist in the Digiday Technology Awards in the Best Data Team category and the Adweek 2022 Readers’ Choice: Best of Tech Partner Awards. Bombora’s Company Surge® data tells marketing and sales leaders about which businesses are researching the products or services that they and their competitors sell. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. About Bombora Bombora tells businesses which companies are researching their products and services. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on an ecosystem of quality, collaboration and innovation. With direct integrations with dozens of leading data and media-buying platforms, Bombora is building a world in which business buyers value sales and marketing for its relevance, timeliness and accuracy. To learn more, visit www.bombora.com.

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CORE ABM

Generative AI Leaders Gan Poach New Chief Revenue Officer from ABM Giants 6sense

Generative AI, 6sense | November 14, 2022

Sequoia-backed state-of-the-art generative AI engine, Gan, unveiled their new Chief Revenue Officer, Anupreet Singh, in didactic fashion — by having their AI generate him on a LinkedIn livestream. Anupreet, who previously headed GTM at Slintel (a 6sense company), will now ply his trade building Gan's global revenue efforts across all channels. This comes at a crucial time when Gan will go full steam ahead with their plans to build the generative AI video personalization layer of the World Wide Web — a quantum leap for the visual cortex of the internet. When asked about the decision, Anupreet beamed, "When I first met Suvrat Bhooshan, I saw an AI prodigy desperate to create something significant in the field of generative AI." When asked about the decision, Anupreet beamed, "When I first met Suvrat Bhooshan, I saw an AI prodigy desperate to create something significant in the field of generative AI. But little did I know that Gan’s entire technical team was as sophisticated as it gets. I couldn’t believe the difference in quality between Myna by Gan and its closest competitors. This means we're almost single-handedly building the generative video personalization space." Myna by Gan has powered some of this year’s most innovative marketing campaigns of brands including Zomato, Swiggy, and Samsung, which saw them feature as one of only 200 technologies at TechCrunch Disrupt 2022. Anupreet added, "Video personalization started with Google’s text-to-speech in 2018, and followed by AR digital avatars of humans. With Myna, we’re unlocking a whole new level through hyper-personalised video-based marketing campaigns. With our product, human recordings come alive to speak personalised words based on who’s watching! For users to hear their name, city, most ordered item, etc. from your brand ambassador is as real as it gets. When I first experienced the product, I knew I wanted to make this superpower available to every marketer and salesperson.” Till date, Myna by Gan has generated over 55,000 hours of AI personalised content in 8 languages; watched by over 500 million viewers worldwide. Gan Founder and CEO, Suvrat Bhooshan, also chimed, "With our product adoption growing at a meteoric pace, it was a no-brainer for us to bring in Anupreet, who has led multiple tech start-ups to astronomical growth. We're going all-in with our go-to-market efforts, and we have huge plans for the future."

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CORE ABM

CIENCE Announces General Availability of GO Digital DSP Powered by CIENCE GO Data

CIENCE | November 01, 2022

CIENCE® introduces the next generation of account-based marketing (ABM) today with the general availability and official worldwide release of CIENCE GO Digital. CIENCE GO Digital combines the industry-leading GO Data custom audience creation platform and Bidder-as-a-Service (BaaS) demand-side platform (DSP) functionality to give marketers precise and programmatic ad targeting for custom audiences. Unlike other platforms, GO Digital offers the best of both worlds in a single offering: GO Data custom audience creation comes bundled with advanced advertising options for display, video, or audio advertising channels. “We’re excited to become marketing’s best friend, or at least its new secret weapon,” said Eric Quanstrom, Chief Marketing Officer at CIENCE. “We’re excited to become marketing’s best friend, or at least its new secret weapon,” said Eric Quanstrom, Chief Marketing Officer at CIENCE. “We use GO Digital to target our entire ideal customer profile (ICP), which we’ve created in CIENCE GO Data. It’s a seamless account-based marketing workflow that helps us raise awareness and sell our offerings. Because of the targeting capabilities, we’ve seen three times the industry standard click-through rates (CTRs) on our display advertising. And we’ve done this at less than a quarter of the costs of the previous solutions we’d used. This has enabled us to scale our advertising programs to significant volumes of leads.” Market Acceptance The CIENCE GO Digital product has been in beta since Q2 and has already achieved remarkable throughput and adoption in a short period of time. CIENCE GO Digital was just recognized as a Fall 2022 category leader by SourceForge. The SourceForge category leader is only awarded to select products that have attained the highest levels of praise from user reviews from among more than 60,000 products on the platform. “We’re hearing really good feedback on the ability to reach a company’s ICP—and only their ICP—without wasted ad spend,” said Quanstrom. “This potent combination of any ad format, advanced bidding capabilities, and the most comprehensive, accurate contact data on the market is proving to be a winning combination.” Unique Functionality Unique among DSPs, CIENCE GO Digital offers a system that allows buyers of digital advertising inventory to manage both ad exchange and data exchange accounts. Real-time bidding for online advertising (display, video, audio) takes place within the ad exchanges, and by utilizing the CIENCE GO Digital DSP, marketers can manage their cost per mile (CPM) bidding. These advanced Bidder-as-a-Service options keep costs lower than other ad solutions. Furthermore, CIENCE GO Digital bundles CIENCE GO Data—campaign validated data from the number-one ranked lead generation firm in the world—thus providing exacting target audiences. It is possible to reach both hyper-targeted small segmented audiences or hit an entire total addressable market (TAM) cost-effectively, depending on marketing goals. Using the CIENCE GO Digital DSP allows marketers to optimize campaigns based on set key performance indicators such as effective cost per click (eCPC) and effective cost per action (eCPA). CIENCE GO Digital Pricing GO Digital customers benefit from an annual platform subscription service, which then includes flexible target CPM rates—with no monthly spending commits. “We’re playing by our own rules to shake up the industry and bring value to our customers,” said Quanstrom. “Media buying is incredibly easy with CIENCE GO Digital. Our main goal is to offer all the benefits you’d need to go out and buy separately when it comes to reaching your specific ICP target audience … all in one best-of-breed platform.” About CIENCE CIENCE offers a unique blend of data, software, managed services and process to scale fast-growth companies. CIENCE delivers consistent results for over 2,500 companies across more than 250 B2B industries. CIENCE is a global organization with headquarters in Denver, CO (USA), and offices all over the world. Connect with us online at cience.com or on LinkedIn, Twitter, or Facebook.

Read More

BUYER INTENT DATA

Bombora Hires Jeff Marcoux as CMO and Elena Drozd as VP of Data Science

Bombora | December 01, 2022

Bombora, the leading provider of B2B Intent data solutions, today announced that it has hired Jeff Marcoux as Chief Marketing Officer and Elena Drozd, Ph.D, as Vice President of Data Science. Marc Johnson, the current CMO & GM, will shift to the role of Chief Operating Officer. Marcoux, a veteran marketer who has twice worked with Bombora as a customer, has been working closely with Bombora’s marketing team as a consultant for the past year. Prior to that, he was Head of Product & Vertical Marketing at Icertis. He has also held leadership roles at TTEC and Microsoft. Marcoux is also a professor of marketing at Oregon State University, teaching advanced digital marketing and demand generation courses. Drozd joins Bombora from Oracle, where she most recently served as Senior Director, Data Science & Advanced Analytics. Across more than 16 years with Oracle, Drozd built and managed a global team of data scientists, data engineers, and marketing analysts. At Bombora, she will oversee the proprietary and patented methods and models that make Bombora the only company to witness the complete buyer’s journey across its data cooperative. Johnson joined Bombora as CMO & GM in 2016 and has built the company into the most widely known and respected brand in the B2B data space by making the Company Surge® product synonymous with Intent data. As COO, he will focus on alignment and operational efficiency across the company. “Data has never been more important to the sales and marketing professions, and Bombora plays an important role in helping B2B organizations unlock their potential through insights,” said Erik Matlick, CEO and co-founder of Bombora. “Data has never been more important to the sales and marketing professions, and Bombora plays an important role in helping B2B organizations unlock their potential through insights,” said Erik Matlick, CEO and co-founder of Bombora. “As former customers, both Jeff and Elena have seen firsthand how our unique product can drive results across an enterprise. Meanwhile, Marc has been instrumental in the company’s growth, in terms of both reputation and the bottom line. These are three incredibly critical roles and I’m grateful to have such exceptional talent and experience to add to our organization.” The new hires come on the heels of a strong year that saw Bombora recognized by some of the advertising and technology world’s biggest awards. In November, the company was the gold winner for the top small- and medium-sized business marketing program in the 25th Annual Marketing Excellence Awards from Momentum ITSMA. Earlier this year, Bombora was named one of AdExchanger’s 2022 Top 50 Programmatic Power Players. The company was also a finalist in the Digiday Technology Awards in the Best Data Team category and the Adweek 2022 Readers’ Choice: Best of Tech Partner Awards. Bombora’s Company Surge® data tells marketing and sales leaders about which businesses are researching the products or services that they and their competitors sell. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. About Bombora Bombora tells businesses which companies are researching their products and services. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on an ecosystem of quality, collaboration and innovation. With direct integrations with dozens of leading data and media-buying platforms, Bombora is building a world in which business buyers value sales and marketing for its relevance, timeliness and accuracy. To learn more, visit www.bombora.com.

Read More

CORE ABM

Generative AI Leaders Gan Poach New Chief Revenue Officer from ABM Giants 6sense

Generative AI, 6sense | November 14, 2022

Sequoia-backed state-of-the-art generative AI engine, Gan, unveiled their new Chief Revenue Officer, Anupreet Singh, in didactic fashion — by having their AI generate him on a LinkedIn livestream. Anupreet, who previously headed GTM at Slintel (a 6sense company), will now ply his trade building Gan's global revenue efforts across all channels. This comes at a crucial time when Gan will go full steam ahead with their plans to build the generative AI video personalization layer of the World Wide Web — a quantum leap for the visual cortex of the internet. When asked about the decision, Anupreet beamed, "When I first met Suvrat Bhooshan, I saw an AI prodigy desperate to create something significant in the field of generative AI." When asked about the decision, Anupreet beamed, "When I first met Suvrat Bhooshan, I saw an AI prodigy desperate to create something significant in the field of generative AI. But little did I know that Gan’s entire technical team was as sophisticated as it gets. I couldn’t believe the difference in quality between Myna by Gan and its closest competitors. This means we're almost single-handedly building the generative video personalization space." Myna by Gan has powered some of this year’s most innovative marketing campaigns of brands including Zomato, Swiggy, and Samsung, which saw them feature as one of only 200 technologies at TechCrunch Disrupt 2022. Anupreet added, "Video personalization started with Google’s text-to-speech in 2018, and followed by AR digital avatars of humans. With Myna, we’re unlocking a whole new level through hyper-personalised video-based marketing campaigns. With our product, human recordings come alive to speak personalised words based on who’s watching! For users to hear their name, city, most ordered item, etc. from your brand ambassador is as real as it gets. When I first experienced the product, I knew I wanted to make this superpower available to every marketer and salesperson.” Till date, Myna by Gan has generated over 55,000 hours of AI personalised content in 8 languages; watched by over 500 million viewers worldwide. Gan Founder and CEO, Suvrat Bhooshan, also chimed, "With our product adoption growing at a meteoric pace, it was a no-brainer for us to bring in Anupreet, who has led multiple tech start-ups to astronomical growth. We're going all-in with our go-to-market efforts, and we have huge plans for the future."

Read More

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