Karisma Kapoor has been sharing a lot of throwback pictures these days. The latest one she shared was from a movie and even Karisma Kapoor doesn't know which movie the picture is from. She captioned her image as, "I

Coronavirus pandemic has put the world in lockdown. The life as we know it has been put on hold. Your skincare, however, can not be put on hold. Skincare is an everyday thing. If you want great skin, you have got

The testing time of quarantine can be made a lot more fun with some make-up. And the top beauty magazines are living up to their stature in getting us the best of the make-up world. Vogue magazine spend a whole 24

Everyone in B2B is talking about account-based marketing. And almost everyone is practicing it in some form — around 93% of organizations, according to SiriusDecisions.

“Not many are killing it though,” says Kelvin Gee. “That's the problem. They start pilots ... then they re-launch and learn from the mistakes. That's just a natural maturation.”

This is a fundamental process in digital marketing, of course: test, assess, optimize. But in the Break Free B2B series, our goal is to help you fast-forward it by learning from the mistakes, successes, and revelations of your innovating peers in the field. And as the Senior Director of Modern Marketing Business Transformation at Oracle*, Kelvin draws from a deep well of experience at one of the powerhouse brands in enterprise technology.

Walking the walk is different from talking to talk, but it’s easy to see why companies across the spectrum are seeking to do both.

“Companies do need to be more customer-centric, deliver a better customer experience, personalize the content, align with sales, and measure themselves differently,” he observes. “I call account-based a strategic glue that pulls all that stuff together.”

In his conversation with TopRank Marketing’s Josh Nite, filmed in Arizona during B2B Marketing Exchange in February, Kelvin shares his perspectives on what it takes to actually make ABM work, and how Oracle empowers its people to thrive within this framework.

It comes down to a fairly simple and repeatable model: standardize, evangelize, train, enable.

[bctt tweet="“Standardize, Evangelize, Train, Enable,” @kgee’s model for implementing #ABM at scale in large organizations like @oracle. #BreakFreeB2B. — Kelvin Gee" username="toprank"]

During an expansive 25-minute interview, Kelvin unpacks the inner workings of enterprise ABM, from getting buy-in to rethinking attribution to developing meaningful metrics and beyond.

Break Free B2B Interview with Kelvin Gee

If you’re interested in checking out a particular portion of the discussion, you can find a quick general outline below, as well as a few excerpts that stood out to us.

• 1:00 - Kelvin's definition of modern marketing
• 1:45 - Scaling account-based marketing
• 2:15 - Strategic adaptations in the evolution of ABM
• 3:30 - How does an organization adopt a new marketing philosophy?
• 5:00 - Who should lead the charge for transformation?
• 7:15 - Metrics Oracle looks at to measure ABM success
• 8:45 - Overcoming traditional friction between sales and marketing
• 10:30 - Is there a need to redefine success and "credit" in order to achieve alignment?
• 12:15 - Operational structure: should sales and marketing converge?
• 13:30 - Challenges and opportunities in the industry
• 15:45 - Oracle's tech stack
• 17:45 - How to filter out data that matters and makes a difference
• 18:45 - What will marketing look like in five years?
• 21:15 - Humans versus robots, and their roles in marketing going forward
• 23:00 - What can marketers do to break free?

Josh: What kind of metrics does Oracle look at when measuring ABM?

Kelvin: We actually look at account engagement as an early indicator on whether your program is performing or not, because if you're not seeing an increase in engagement from a snapshot that you might have taken before the campaign started, that probably means it's not working. Either the personalization isn't there, the tactics aren't working, you're not at the right watering holes, or the orchestration might not be right.

[bctt tweet="“If you're not seeing an increase in engagement from a snapshot of before the campaign started, that probably means it's not working.” — @kgee of @oracle on measuring #ABM success. #BreakFreeB2B" username="toprank"]

So that's the early indicator whether it's working or not. Once you're past engagement, what truly matters to sales, of course, is conversations. They want conversations with these target accounts, so that's what we really looked at and that's really measured by a target account pipeline, or "TAP," as we call it. But when you look at growth in that pipeline, regardless of crediting who sources that pipeline, whether it's marketing or sales, we don't care because it's a team sport. And you can see that growth. Again, you compare this with a snapshot you've taken of those target accounts before the campaign begins, you will see success, and that's how you measure some of those programs.

Josh: I know that Oracle is a data corporation, and you live and die by data. Can you give me a little peek into what your tech stack looks like?

Kelvin: Yeah, I'll give you some broad strokes but obviously we drink our own champagne, right? So Eloqua is our marketing automation platform and our analytics engine is all on Oracle analytics, but the important thing to understand is: We believe that data is the future of B2B marketing. Because we're not gonna have less data, we'll probably have more data in the future, so if you believe that and you also believe that most organizations — especially enterprise organizations — have data silos, and if the goal is to deliver a better customer experience, you’ve got to break down those data silos.

[bctt tweet="“We believe that data is the future of B2B marketing. If the goal is to deliver a better customer experience, you’ve got to break down those data silos.” — @kgee of @oracle on #BreakFreeB2B" username="toprank"]

So I always used the Marie Kondo analogy, right? Where she goes into your house and then she tells you to, you know, pile all your clothes from all your different closets onto your bed. And she tells you that for a reason, because only when you see all the piles of clothes on your bed does the light bulb go off and you say, "Oh my God I’ve got a lot of clothes." It's the same thing with your data. Once you consolidate all your data silos onto one bed, so to speak, in this case a customer intelligence platform or customer data platform or whatever you want to use, once you combine all that data, that's when you start to see all the insights of your customers. And for us, we think the future of B2B resides in a data lake of some sort. And that data lake is your single source of truth and when an account surges or rises, it'll rise simultaneously in your marketing automation platform and/or your CRM, and so that's really the important construct that we think is going to be more representative of a better customer experience in the future.

Josh: What can marketers do to break free?

Kelvin: I’ve always believed that all marketers should have empathy. I think empathy is a super important value that we all need to possess, because we all talk about customer-centricity, how we need to be more customer-centric blah, blah, blah. But what drives customer-centricity is empathy so, I always try to train all of my marketers, especially the young ones who are just coming out of college and learning that they have to develop the empathy muscle. And actually, I do this little "E" test in my workshops, and that is, I ask them to draw a capital-E on their forehead and then I watch them, and they struggle for a few seconds, because they realize there are two ways to control that "E" — they could draw it where it's facing the right way for them, but backward to the person facing them, or it's the other way, where it's backward for them but rightward-facing for the partner. And I asked how many people in the room draw one way or the other and it's usually a 50/50 mix, sometimes I'm surprised by 80/20 drawing it the right way, the right way being that it's rightward-facing for your partner. So I call this "E" test for a reason, because the E stands for 'empathy' because you've taken the time to think about the other person and make sure they see it the right way. So that's just a quick little parlor trick to show the importance of empathy in the world of marketing.

Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Here are a few interviews to whet your appetite:

• Break Free B2B Marketing: Gary Gerber on Scaling ABM without Losing Focus
• Break Free B2B Series: Jon Miller on How ABM Can Help Marketers Keep Their ‘Ship’ Together
• Break Free B2B Series: Adi Bachar-Reske on Taking the Lead in the Evolution of B2B Content Marketing

* Disclosure: Oracle is a TopRank Marketing client.

The post Break Free B2B Marketing: Oracle’s Kelvin Gee on Winning with Enterprise ABM appeared first on Online Marketing Blog - TopRank®.

The Anchorage Daily News and ProPublica won the Pulitzer Prize for public service journalism on Monday for revealing one-third of Alaska's villages had no police protection, while the photography staff of Reuters won the breaking news photography award for documenting last year's violent protests in Hong Kong.

Payne Capital Management's Courtney Dominguez says the high level of investor pessimism indicates the markets may have bottomed. She says savings could make their way into stocks.

Guinness World Records has named a South African restaurant as the official titleholder for 'Most Varieties of Milkshakes Commercially Available'.

As Thailand's capital cautiously reopens many restaurants shuttered over coronavirus fears, the feline "employees" of the Caturday Cafe are back at work.

London's High Court on Friday threw out part of a claim brought by Meghan, Britain's Duchess of Sussex, against a tabloid newspaper for breaching her privacy, ruling that it had not acted dishonestly. Lauren Anthony reports.

As Thailand's capital cautiously reopens many restaurants shuttered over coronavirus fears, the feline "employees" of the Caturday Cafe are back at work.

The Indian government plans to borrow 12 trillion rupees ($160 billion) in the fiscal year to March 2021, up from the previously budgeted 7.8 trillion rupees to cushion the blow from the new coronavirus pandemic, it said on Friday.

गैजेट डेस्क. कोरोनावायरस अबतक 195 देशों को अपनी जद में ले चुका है। इससे अबतक 24 हजार से ज्यादा लोगों की मौत हो चुकी है। पूरी दुनिया इससे निजात पाने के लिए हर संभव कोशिशें कर रही है। अमेरिका में कोरोना पॉजिटिव मरीजों की संख्या सबसे ज्यादा है। ऐसे में कोरोना से बचने के लिए अब अमेरिकी ऐप की मदद ले रहे हैं। रिपोर्ट के मुताबिक, अमेरिका में कोविड-19 यानी कोरोना के लक्षणों की पहचान करने वाली ऐप काफी पॉपुलर हो रही है। इसे काफी संख्या में डाउनलोड किया जा रहा है और यह सबसे ज्यादा डाउनलोड की जाने वाली ऐप की लिस्ट में भी शामिल हो चुकी है।

अमेरिका में इस तरह की ऐप के बारे में डेवलपर्स का मनाना है कि इससे लोगों को यह पता चलेगा कि क्यों कुछ लोगों में कोरोना संक्रमित होने के ज्यादा संभावना होती है। इसके अलावा इससे यह जानकारी भी मिलेगी किन इलाकों में कोरोना सबसे ज्यादा फैला और कैसे यह आम सर्दी-जुकाम से अलग है। हालांकि इस समय कई सारी कोरोना ट्रैकर ऐप यूएस मार्केट में उपलब्ध है। ऐसे में एक्सपर्ट्स का कहना है कि इन्हें डाउनलोड करते समय यूजर को सतर्क रहने की जरूरत है कि वह सही ऐप डाउनलोड कर रहे हैं।

अब सवाल यह उठता है कि क्या भारत में भी इस तरह की ऐप है जो कोरोनावायरस पर फोकस्ड है, तो जबाव यह है कि भारत में भी कई सारी ऐप हैं जिन्हें खासतौर से कोविड-19 के लिए ही डिजाइन किया गया है। कर्नाटाका, गुजरात, पंजाब समेत कई राज्यों की अलग अलग ऐप्स है। हाल ही में आई एक रिपोर्ट के मुताबिक, भारत में एक ऐसी ऐप पर भी काम चल रहा है जो यूजर किसी कोरोना संक्रमित व्यक्ति के नजदीक जाते ही अलर्ट कर देगी। इसका नाम है कोविन-20।

कैसे काम करेगा कोविन-20 ऐप

• कोविन-20 (CoWin-20) ऐप की फिलहाल आईओएस और एंड्रॉयड दोनों ऑपरेटिंग सिस्टम के लिए जोर-शोर से इसकी टेस्टिंग की जा रही है। रिपोर्ट के मुताबिक, फिलहाल इसकी टेस्टिंग कुछ यूजर्स तक ही सीमित है, यह ऐप यूजर को कोरोना से संक्रमित व्यक्ति के नजदीक पहुंचते ही अलर्ट करेगा।
• कोविन-20 ऐप स्मार्टफोन का लोकेशन डेटा और ब्लूटूथ का इस्तेमाल करेगा और बताएगा कि यूजर किसी संक्रमित व्यक्ति के करीब तो नहीं है। संक्रमित व्यक्ति का पता लगाने के लिए ये कोरोना पॉजिटिव लोगों का डेटाबेस खंगालेगा, साथ ही लोगों की ट्रेवल हिस्ट्री के बारे में भी पता लगाएगा। ऐप यह भी बताएगा कि किस इलाके में सबसे ज्यादा कोरोना संक्रमित हैं।
• यह ऐप इन सभी प्रोसेस के लिए यूजर के परमिशन लेगा ताकि स्मार्टफोन की लोकेशन डेटा इस्तेमाल की जा सके। हालांकि यूजर के डेटा की गोपनियता का पूरा ख्याल भी रखा जाएगा ताकि डेटा चोरी जैसे समस्या न हो। टेस्ट में पॉजिटिव पाए जाने वाले व्यक्ति का डेटा सिर्फ हेल्थ मिनिस्ट्री के साथ ही शेयर किया जाएगा। लेकिन फिलहाल इस बात को लेकर कोई सफाई नहीं दी गई है कि सरकार लोगों को कैसे ट्रैक करेगी और कैसे उनके डेटा को मैच करेगी।

कोरोना कवच ऐप भी गूगल प्ले स्टोरपर अवेलेबल है

• भारत सरकार ने एक लोकेशन बेस्ड कोविड-19 ट्रैकिंग ऐप लॉन्च की है। इसका नाम कोरोना कवच है। यह भी यूजर की लोकेशन ट्रैक कर काम करती है साथ ही यह भी बताती है कि यूजर किसी कोरोना संक्रमित व्यक्ति के नजदीक तो नहीं। इसके बीटा वर्जन को दो दिन में 10 हजार डाउनलोड्स मिल गए थे।
• इसके अलावा कोरोना कवच में ट्रैक यूअर ब्रीदिंग कैपेसिटी से भी लैस है। इसमें सर्वे फॉर्म भी मिलता जिसमें लक्षण चेक किए जाते हैं साथ ही डॉक्टर से मिलने के लिए भी सलाह देता है।
• इसके अलावा इसमें कोरोना से जुड़े मामलों की अपडेट्स समेत सरकार द्वारा जारी की गई एडवायजरी और सेफ्टी गाइड भी दी गई है।
• यह ऐप भी काम करने के लिए यूजर की लोकेशन एक्सेस की परमिशन लेता है। इसमें सिंपल मोबाइल नंबर वैरिफिकेशन से अकाउंट बनाया जा सकता है।

The Indian government plans to borrow 12 trillion rupees ($160 billion) in the fiscal year to March 2021, up from the previously budgeted 7.8 trillion rupees to cushion the blow from the new coronavirus pandemic, it said on Friday.

Barcelona's women's team were officially declared champions of Spain's Liga Iberdrola on Friday after the national soccer federation's executive committee agreed to end all non-professional competitions due to the COVID-19 pandemic.

Justin Bieber and his wife Hailey Baldwin are opening up in an intimate series for Facebook Watch in which they discuss their marriage, their problems and their lives together.

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As COVID-19 cases in Mumbai continue to spike, civic body BMC on Thursday constituted a committee to investigate a viral video that showed pateints lying next to dead bodies at the city's Sion Hospital.

Delhi is the second worst affected state/UT after Maharashta from the coronavirus.

St. Albans : The Campfield Press, 1918.

Basingstoke : Palgrave Macmillan, 2019.

Cham, Switzerland : Springer, [2019]

New York, NY : Oxford University Press, 2019.

Oxford : Oxford University Press, 2019.

Oxford : Oxford University Press, 2020.

New York, NY : Oxford University Press, 2019.

Basingstoke : Palgrave Macmillan, 2019.

Cham : Springer, 2019.

New York, NY : Oxford University Press, 2019.

Oxford : Oxford University Press, 2020.

Washington, DC : Island Press, 2019.

Written by Kelly Morgan In this final installment of the propaganda posters series, we’ll be examining the mobilization of the home front through Liberty loan drives and through manufacturing by appealing to the labor force, immigrant groups, and citizens unable to serve in the military or Red Cross. All posters discussed in this post are...

The post “Together We Win”: Unifying the Home Front appeared first on Behind The Scenes.

Hayden Library - QB500.5.S47 2017

Online Resource

Hayden Library - QB17.C853 2017

Hayden Library - TA357.5.M84 S83 2018

Hayden Library - PN6727.S51579 C59 2017

Online Resource

Toronto : Mclelland and Stewart Limited, 1979

Minneapolis, Minn. : Ross & Haines, 1959

“My purpose in writing this book is rooted in a desire to share, on a human level, some of the moments in my life that have significance to me as a photographer, and as a man.” — Dan Winters

The hidden modal window technique is a great solution for dealing with interface elements which are not particularly necessary on the page. Social networks can use modal windows for private messages and forms which are only being used by members of the site. This is also true for blogs and magazines which have an author […]

Dewey Library - HB195.B65 2020

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