Q&A with Abhi Yadav, Founder & CTO at Zylotech

Media 7 | August 2, 2021

Abhi Yadav, Founder & CTO of Zylotech, is a product-focussed entrepreneur with a deep passion & expertise across modern, data driven revenue engines. He has experience across many stages of the business life-cycle from owning P&L, startup, bootstrapping, venture funding, scale-up, to M&A. As an Omni-Channel Customer data practitioner or Infinite player since early 2000s, he has worked with many enterprise brands across the High-Tech, Retail, CPG and Financial industries helping them achieve multi-billion dollars of incumbents via leveraging customer data. He co-founded ZyloTech, a B2B customer Intelligence company spun out of MIT, that takes messy, disorganized data across zero, first and third-parties and packages it in a way that helps their customers make better decisions/activation towards effective campaigns & personalization using human-assisted AI to optimize revenue operations.

Drawing intelligence from data is like pushing a boulder uphill. In most cases, it takes a team of data engineers & scientists an enormous amount of time that comes with a hefty price tag.



MEDIA 7: Could you please take us through your professional journey?
ABHI YADAV:
I am a product-centric tech entrepreneur who is passionate about solving complex problems while also tinkering around with technology and making businesses leverage actionable intelligence from raw data easily in a codeless manner. Given my data and quant background after coming out of my last startup which was about customer knowledge graphs & location intelligence in 2011, I took a sabbatical break to further learn about the latest technologies & strategic frameworks on Modern database technologies, AI & Business of Platforms. So, during my time at MIT for few years of the sabbatical I was fortunate enough to work and learn from various research work led by MIT professors like Michael Stonebraker, Tim Berner Lee and Michael Cusumano (he came on board in Zylotech later) which was eye-opening given my CX background, and then applying those academic learnings in the real-world problems of Customer Intelligence and how to “abandon” the pursuit of Customer 360 view.

So after working for years at the intersection of data, automation, and marketing, across enterprise business while helping brands monetize their customer & marketing data, I started Zylotech in Dec 2014 out of a deep passion to solve the messy data problems in marketing and bringing a codeless way to activate timely intelligence to monetize, retain and personalize customer interactions beyond the promise. We take pride as an early pioneer of building the hottest category now called CDP (Customer Data Platform), Zylotech has featured as a key player across Gartner and Forrester B2B CDP Wave before it went frenzy now everyone is pivoting or calling them as some form of a CDP.


M7: What are some marketing solutions Zylotech provides their clients to improve their ABM outreach and digital demand generation turnover?
AY:
Zylotech is focused on building solutions for marketers that improve their ABM results in three key ways. First, we believe the foundation for any successful ABM program lies in the ability to “trust” your data. This requires scalable, repeatable processes for data management and governance across all people, accounts, and activities. The ability to implement persistent data quality that includes enrichment and relevant new contact discovery with trusted data scores. We also focus on building out centralized automated processes and workflows for continuous lead-to-account matching with dedupe and merge logic across systems. Secondly, Zylotech leverages advanced machine learning to lead, contact and account intent scoring to identify buying readiness. By surfacing behavior and intent insights, we give ABM a significant boost and enable marketers to identify prescriptive segments and prioritize efforts in their targeted outreach to both people and companies. The bottom line is that our customers achieve faster results and improve ROI. Finally, we enable marketers to “integrate” their Ideal Customer Profile (ICP), across all systems. The entire organization can now leverage the ICP to improve campaign execution. Best of all, the system becomes more precise as more data is available.


The lines between the B2B and B2C customer experience have been blurred. Customers expect vendors to know them and deliver a personalized experience.



M7: How does Zylotech help its clients identify and expand their businesses into untapped marketable sectors?
AY:
We give our customers the ability to take advantage of an “account-based everything” approach. This means delivering a unified data model for each company and every individual person with the context of their role within a company. In addition, we use multi-touch attribution with predictive analytics to improve engagement scoring. Tracking every point of engagement is critical in delivering a holistic view of where buyers are actively engaged and what’s working. Zylotech takes this step further and delivers recommendations that highlight when buyers are ready to purchase and when customers are potentially at risk of churn. In addition, we deliver insight into new emerging targets with prescriptive segmentation that enables marketers to deliver more precise campaigns.


M7: What is your approach to market research at Zylotech? How do you ensure that your CDP solutions for your clients’ B2B sales operations teams are accurate?
AY:
We believe in a market-feedback approach. We are solving a very complex set of challenges that, not only marketers, but go-to-market teams (marketing, sales, and customer success) have faced for decades – the ability to leverage persistently accurate data and activate that data within any system. We talk to customers, prospects, and analysts on a regular basis to better understand core needs and market drivers. And we’ve been extremely fortunate to work closely with some of the leading global marketing operations teams like Cisco, Google, and Palo Alto Networks to name a few. Our best “learnings” have come from listening and working closely with customers to solve problems, build and deliver value-driven B2B solutions. It’s a part of our culture and it’s how we get it right.


Consumers have grown, and their expectations for customer experience have evolved. In fact, it's been accelerated by the pandemic and the fact that everything is now happening in a distributed manner.



M7: What are the top challenges you see for the industry in general and Zylotech this year?
AY:
Several things come to mind. First, the lines between the B2B and B2C customer experience have been blurred. The pandemic has accelerated this. Customers EXPECT vendors to know them and deliver a personalized experience. However, B2B companies have the added burden of knowing “people” in the context of their business role and objectives. In the Account-Based Everything world, B2B organizations do not have a data foundation nor governance in place to manage this.

Second, GTM teams have significant gaps in their data. They are challenged with making decisions about their target audience and campaign outreach in the absence of accurate data. Their systems and tools have been designed to meet very specific use cases which creates silos of data that cannot be broadly accessed across the organization. We need to break down those silos and deliver a unified data model that is easily accessible across all systems and teams. It’s the only way an ABM-first approach will be successful.

Finally, drawing intelligence from data is like pushing a boulder uphill. In most cases, it takes a team of data engineers & scientists an enormous amount of time that comes with a hefty price tag. We need to arm marketers, and more broadly GTM teams, with solutions they can manage and gather real-time intelligence that enables them to make data-driven decisions quickly in a codeless manner.Several things come to mind. First, the lines between the B2B and B2C customer experience have been blurred. The pandemic has accelerated this. Customers EXPECT vendors to know them and deliver a personalized experience. However, B2B companies have the added burden of knowing “people” in the context of their business role and objectives. In the Account-Based Everything world, B2B organizations do not have a data foundation nor governance in place to manage this.


M7: What is your company motto? What does your company stand for?
AY:
Making B2B Engagement Personal. We’re on a mission to deliver trusted, persistent and relevant insights to marketing, sales, and CX teams so that they are able to drive actionable engagement across both people & companies We want to directly address the big challenge we see in the B2B industry. Consumers have grown, and their expectations for customer experience have evolved. In fact, it's been accelerated by the pandemic and the fact that everything is now happening in a distributed manner. People expect their buying experience to be the same whether they are making a personal purchase or a business purchase. They want their vendors to know them and to deliver a personalized experience. At Zylotech our goal is to take a B2C personalization approach and transform B2B customer intelligence through our platform and technology so that B2B organizations can deliver that personalized engagement experience for each individual.

ABOUT ZYLOTECH

Zylotech, the modern B2B customer data platform, provides account & contact intelligence to mid-market and enterprise organizations that are looking for deeper, more meaningful connections with their customers. Through their CDP platform, they provide companies real-time, accurate and automated insights on the most important piece of their business: customer or ICP data.

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