5 Reasons Your Company Needs Account-Based Marketing

Every company can benefit from account-based marketing, no matter your size or target market. These are our top 5 reasons why your company would benefit from incorporating ABM tactics into your marketing strategy. If you go to any marketing conference or presentation, chances are you’ll hear about the struggles that organizations are having with aligning their marketing and sales teams. For many years, the situation looked like this: marketing reeled in leads and passed them to the sales team. The sales team established one-on-one relationships with the leads, hoping to eventually turn them into paying clients.

Spotlight

Qualcomm

That’s how often people around the world touch something made better by Qualcomm. It could be the smartphone in your pocket, the tablet on your coffee table, that wireless modem in your briefcase… it could even be that navigation system in your car or that action camera strapped to your chest. Who is Qualcomm, and what do we do? We are engineers, scientists and business strategists. We are from many different countries and speak many different languages. We come from diverse cultures and have unique perspectives. Together, we focus on a single goal—invent mobile technology breakthroughs. While many of our inventions and breakthroughs reside “under the hood” of consumer electronics, they have transformed the world in a big way. They have helped propel mobile to the forefront of the technology world and to the top of consumers’ wish lists. They have created new opportunities for mobile ecosystem players—the wireless device makers, the operators, the developers and the content creators of

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IoT Security

5G vs. Wi-Fi 6: How Two Wireless Technologies are Revolutionizing the Internet of Things

Article | July 17, 2023

The year 2020 was supposed to be a breakthrough year for many technologies but, most businesses have now been forced back into building an infrastructure to transit their workforce to work remotely and ensure continuity of workflow. Nevertheless, an unprecedented set of events have pushed several industries to accelerate the adoption of technologies as they continue to work from home. 5G and Wi-Fi 6 are two tech advancements that have been turning eyes around the world since their introduction. The two wireless technologies are well on their way to revolutionize the Internet of Things as businesses move fast towards digitization and the world is excited. Table of Contents: - Wi-Fi 6: A Breakthrough in Wireless Technology - 5G: For a Better Connected World - How are Wi-Fi 6 and 5G Transforming the IoT? - 5G and Wi-Fi 6: Rivals or Allies? Wi-Fi 6: A Breakthrough in Wireless Technology The next-generation Wi-Fi with boosted speed was introduced last year to meet the demand for faster internet amongst the rising internet users. But, Wi-Fi 6 is simply more than a tweak in the speed. Technically called 802.11ax, Wi-Fi 6 is the advancement in the wireless standard doing the same basic things but with greater efficiency in the device-dense areas, and offering much greater bandwidth than its predecessor 802.11ac or Wi-Fi 5. Wi-Fi 6 promises a speed up to 9.6 Gbps up four times than that of Wi-Fi 5 (3.5Gbps). In reality, this is just a theoretical maximum that one is not expected to reach. Even still, the 9.6Gbps is higher speed and doesn’t have to go to a single device but split up across a network of devices. A new technology in Wi-Fi 6 called the Target Wake Time (TWT) lets routers set check-in times with devices, allowing communications between the router and the devices. The TWT also reduces the time required to keep the antennas powered to search for signals, which in turn also improves battery life. Wi-Fi 6 also comes with a new security protocol called WPA3, making it difficult to hack the device passwords by simple guesswork. In short, Wi-Fi 6 means better speeds with optimized battery lives, and improved security. 5G: For a Better Connected World 5G is the next in line to replace 4G LTE. While Wi-Fi covers small scale internet requirements, cellular networks like 5G are here to connect everyone and everything virtually on a larger scale. The technology is based on the Orthogonal frequency-division Multiplexing (OFDM) that reduces interference by modulating a digital signal across several channels. Ability to operate in both lower bands (like sub-6 GHz) and mmWave (24 GHz and above), 5G promises increased network capacity, low latency and multi-Gbps throughput. 5G also uses the new 5G NR air interface to optimize OFDM to deliver not just better user experience but also a wider one extending to many industries, and mission-critical service areas. The 5G technology, in a nutshell, has brought with it ultra-high speeds, increased and scalable network capacity, and very low latency. How are Wi-Fi 6 and 5G Transforming the IoT? 5G and Wi-Fi 6 will fill up the speed gaps that our existing networks are not able to especially, in crowded homes or congested urban areas. It's not just about the speed. The two wireless technologies will increase network capacity and improve signal strengths. On the business front, 5G and Wi-Fi 6 are both living up to the hype they created since their introduction. Wi-Fi 6 has emerged, as the enabler of converged IoT at the edge. It has put IT into OT applications, connected devices and processed data from devices such as IP security cameras, LED lighting, and digital signage with touch screen or voice command. Wi-Fi 6 can now be used in office buildings for intelligent building management systems, occupancy sensors, access control (smart locks), smart parking, and fire detection and evacuation. It’s (Wi-Fi 6) built for IoT. It will connect many, many more people to mobile devices, household appliances, or public utilities, such as the power grid and traffic lights. The transfer rates with Wi-Fi 6 are expected to improve anywhere from four times to 10 times current speeds, with a lower power draw, i.e. while using less electricity. - Tom Soderstrom, IT Chief Technology and Innovation Officer at NASA’s Jet Propulsion Laboratory (JPL) Similarly, 5G will open doors for more devices and data. It will increase the adoption of edge computing for faster data processing close to the point of action. The hype around 5G is because of the three key attributes it comes with: enhanced mobile broadband (eMBB), ultra-reliable low-latency (uRLLC), and massive IoT device connectivity (mMTC). But there is the fourth attribute that sets it apart from its predecessor: use of a spectrum that operates at the low-end frequency range (typically 600 MHz). Called as ‘low-band 5G’, it delivers high speeds with signals that go for miles without propagation losses and ability to penetrate obstacles. The 5G operates in the new millimetre-wave bands (24 to 86 GHz) delivering more capacity to enable many low-power IoT connections. If we were to point down the benefits, these two wireless technologies are bringing to the Internet of Things those would be: Increased Human-Device Interactions Increased Data and Devices More IoT investments Advancing to the Edge Acceleration towards Industrial IoT Enhanced use of IoT devices Better VUI 5G and Wi-Fi 6: Rivals or Allies? In February, Cisco estimated that by 2023 M2M communications will contribute to 50% or about 14.7 billion of all networked connections. Cisco’s Annual Internet Report reveals that 5G will enable new IoT applications with greater bandwidth and lower latencies and will accelerate innovations at scale. The same report estimates that 10.6% of global mobile connections in 2023 will be 5G, while Wi-Fi 6 hotspots will be 11.6% of all public Wi-Fi hotspots growing 13 times from 2020 through 2023. Wi-Fi6 will serve as a necessary complement to 5G. A significant portion of cellular traffic is offloaded to Wi-Fi networks to prevent congestion and degraded performance of cellular networks (due to demand). - Thomas Barnett, Director of Thought Leadership, Cisco Systems The two technologies are here to feed different data-hungry areas with gigabit speeds. With lower deployment costs, Wi-Fi 6 will be dominating the home and business environments where access points need to serve more users covering devices like smartphones, tablets, PCs, printers, TV sets, and streaming devices. With an unlicensed spectrum, the performance of Wi-Fi 6 depends on the number of users, that are using the network at the same time. 5G, with its longer range, will deliver mobile connections and accelerate smart city deployments and manufacturing operations. Like LTE, 5G speeds will depend upon users’ proximity to base stations and the number of people using that network. The performance of the two depends largely on the area where they are being deployed. For instance, Wi-Fi can very well handle machine-to-machine communications in a managed manufacturing unit, whereas 5G can enhance campus-wide manufacturing operations efficiently. Businesses will have a decision to make which among the two wireless networks fulfils their data appetite. In conclusion, the two wireless technologies continue to develop in parallel and causing the next big wave in the Internet of Things.

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Security, IoT Security

Top Technologies in IoT Network Security for Network Resilience

Article | July 13, 2023

Building resilient IoT networks: Exploring the top technologies for enhancing IoT security and protecting as well as safeguarding against evolving cyber threats in the interconnected era of Industry 4.0. Contents 1. What is Network Resilience and Why is it Needed? 1.1 Continuous Operation 1.2 Mitigating Security Threats 1.3 Data Protection 1.4 System Availability 1.5 Risk Management 1.6 Regulatory Compliance 2. Factors to Consider for Network Resilience 3. Top Trends in IoT Security 3.1 Zero Trust and AI 3.2 Supply Chain Security 3.3 Network Segmentation and Segregation 3.4 Over-the-Air (OTA) Updates 3.5 Device Authentication and Authorization 3.6 Software-defined Networking (SDN) Security 3.7 Identity and Access Management (IAM) 4. Conclusion 1. What is Network Resilience and Why is it Needed? Network resilience refers to the ability of an IoT network to withstand and recover from disruptions, attacks, or failures while maintaining its essential functions. It involves implementing measures to ensure the network remains available, reliable, and secure, even during security threats or unexpected events. Ensuring network resilience is a critical aspect of IoT network security. Network resilience refers to the ability of an IoT network to withstand and recover from disruptions, attacks, or failures while maintaining its essential functions. Ensuring network resilience in IoT network security is crucial for the following reasons: 1.1 Continuous Operation IoT networks often support critical applications and services that require uninterrupted operation. Network resilience ensures that these applications can continue functioning even during disruptions, such as network failures or security incidents. It minimizes downtime and ensures business continuity. 1.2 Mitigating Security Threats IoT networks are susceptible to various cybersecurity threats, including malware, unauthorized access, or Distributed Denial of Service (DDoS) attacks. Network resilience measures help mitigate these threats by implementing security controls, monitoring network traffic, and enabling prompt detection and response to security incidents. 1.3 Data Protection IoT devices generate and transmit vast amounts of sensitive data. Network resilience safeguards data integrity, confidentiality, and availability by implementing secure communication protocols, encryption mechanisms, and access controls. It ensures that data remains protected even during network disruptions or security breaches. 1.4 System Availability IoT systems often rely on real-time data processing and communication. Network resilience ensures that data flows seamlessly, allowing IoT devices to exchange information and execute tasks without interruptions. It supports critical functions such as monitoring, control, and decision-making processes. 1.5 Risk Management Building network resilience helps organizations effectively manage risks associated with IoT deployments. By identifying vulnerabilities, implementing protective measures, and having response plans in place, organizations can minimize the impact of security incidents, reduce financial losses, and maintain the trust of stakeholders. 1.6 Regulatory Compliance Many industries have specific regulations and standards governing the security and resilience of IoT networks. By ensuring network resilience, organizations can demonstrate compliance with these requirements, avoiding penalties, legal issues, and reputational damage. 2. Factors to Consider for Network Resilience Implementing redundancy and failover mechanisms within the network infrastructure helps mitigate the impact of single points of failure. This involves deploying backup systems, redundant network paths, and failover mechanisms to ensure continuous operation despite a failure or attack. Traffic Monitoring and Anomaly Detection for Continuous network traffic monitoring helps identify abnormal patterns or behaviours that may indicate security threats or attacks. By leveraging intrusion detection and prevention systems (IDPS) and traffic analysis tools, organizations can promptly detect and respond to network anomalies, safeguarding network resilience. Moreover, segmentation and Isolation: Dividing the IoT network into segments or zones and isolating critical devices or systems from less secure ones enhances network resilience. Implementing proper network segmentation, VLANs (Virtual Local Area Networks), or software-defined networking (SDN) enables effective control, containment, and mitigation of security incidents. DDoS attacks significantly threaten network resilience by overwhelming the network's resources and causing service disruption. Deploying robust DDoS protection measures, such as traffic filtering, rate limiting, and traffic diversion, helps mitigate the impact of such attacks and ensures network availability. Incident Response and Establishing comprehensive incident response and recovery plans specific to IoT network security incidents is crucial. These plans should outline clear procedures, roles, and responsibilities to efficiently respond to and recover from security breaches or disruptions, minimizing downtime and maintaining network resilience. In addition, regular penetration testing, vulnerability assessments, and network audits help identify weaknesses and vulnerabilities in the IoT network infrastructure. Promptly addressing these issues through patches, updates, and security configuration adjustments strengthens network resilience by proactively addressing potential security risks. By implementing these measures, organizations can enhance the resilience of their IoT networks, ensuring continuous operation, prompt threat detection, and effective response to security incidents. Network resilience plays a vital role in maintaining IoT systems' integrity, availability, and reliability in the face of evolving security challenges. 3. Top Trends in IoT Security 3.1 Zero Trust and AI Zero Trust is an emerging security concept that assumes no implicit trust towards devices or users, even if they are already inside the network perimeter. Implementing Zero Trust principles in IoT networks can help mitigate the risks associated with compromised devices and unauthorized access for IoT security. In order to bolster cybersecurity measures, adopting a zero trust approach. Effectively addressing cybersecurity challenges entails not merely technological solutions but a comprehensive organizational strategy rooted in cultural and policy frameworks. Emphasizing the zero trust concept underscores the importance of policy implementation throughout the entire organization, complementing technological measures. 3.2 Supply Chain Security The complex and interconnected nature of IoT supply chains introduces security risks. The supply chain for IoT devices involves multiple stages, including device manufacturing, software development, distribution, and deployment. Each stage presents potential security risks that can compromise the integrity and security of the IoT network. This includes adopting secure supply chain management practices, such as verifying the security practices of suppliers and manufacturers, and establishing clear security requirements and standards for the entire supply chain. Conducting third-party risk assessments helps evaluate the security posture of suppliers and vendors to identify any potential vulnerabilities or weaknesses. 3.3 Network Segmentation and Segregation In IoT security, minimizing the potential impact of a compromised IoT device is crucial, and network segmentation and segregation play a vital role in achieving this goal. Network segmentation involves dividing the network into separate zones or segments, based on factors such as device type, functionality, or security requirements. The containment strategy helps minimize the impact of a security breach by isolating compromised devices and preventing lateral movement within the network. 3.4 Over-the-Air (OTA) Updates Software updates play a critical role in maintaining the integrity and security of IoT devices. IoT devices frequently require updates to address software bugs, patch vulnerabilities, or introduce new features. Over-the-Air (OTA) update mechanisms are being enhanced with robust security measures to ensure the secure delivery and installation of updates. Code signing is a prevalent practice where updates are digitally signed with cryptographic keys to verify the authenticity and integrity of the software. Secure boot is another important mechanism that establishes a chain of trust during the device boot-up process, ensuring that only authorized and tamper-free software is loaded onto the device. 3.5 Device Authentication and Authorization The increasing number of IoT devices poses a significant challenge in ensuring secure and trusted authentication and authorization. Two-factor authentication (2FA), for example, adds an extra layer of protection by requiring users or devices to provide two separate forms of authentication, such as a password and a unique code sent to a mobile device. Digital certificates, on the other hand, enable secure and trusted device authentication by leveraging public key infrastructure (PKI) technology. Each IoT device is issued a unique digital certificate, which serves as a digital identity, allowing for secure communication and verification of device authenticity. 3.6 Software-defined Networking (SDN) Security Securing Software-defined Networking (SDN) environments is paramount to protect IoT deployments. SDN offers centralized control and management of network resources, providing flexibility and scalability. This ensures that only authorized entities can access and make changes to the SDN infrastructure, preventing unauthorized access and configuration changes. Additionally, continuous traffic monitoring and analysis enable the detection of suspicious activities and potential security breaches. Encryption IoT standards and protocols should be employed to secure communication between the SDN controller, switches, and IoT devices, safeguarding data privacy and integrity. Network segmentation within the SDN environment helps limit the impact of security breaches, reducing the attack surface. 3.7 Identity and Access Management (IAM) Implementing IAM solutions, such as role-based access control (RBAC) and multi-factor authentication (MFA), within IoT networks significantly enhances network security. IAM ensures that only authorized individuals can access and interact with IoT devices and systems. RBAC enables administrators to assign specific access privileges based on user roles and responsibilities, reducing the risk of unauthorized access. Additionally, incorporating MFA adds an extra layer of security by requiring users to provide multiple forms of authentication, such as a password and a unique token or biometric verification. This significantly reduces the risk of unauthorized access even if a user's credentials are compromised. 4. Conclusion The technologies discussed in this article play a crucial role in enhancing IoT network security and resilience. By leveraging these technologies, organizations can mitigate the risks associated with IoT deployments, protect against cyber threats, and ensure the reliability and continuity of their IoT networks. As the IoT landscape evolves, staying up-to-date with these top technologies will be essential for organizations to maintain a robust and secure IoT infrastructure. The transformative landscape of Industry 4.0 demands strong network security in IoT environments. The top technologies discussed in this article empower organizations to enhance network resilience, protect against cyber threats, and ensure the uninterrupted functioning of IoT networks. Embracing these technologies and staying ahead of emerging threats, helps organizations build a secure foundation for their IoT deployments and capitalize on the vast opportunities offered by the IoT ecosystem.

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IoT Security

5G network – the key to the Industrial Internet of Things

Article | July 5, 2023

The Industrial Internet of Things changes our view on the classic concept of production today. The largest manufacturing companies are eager to reach for technological solutions that streamline and increase the efficiency of production processes. With the development of subsequent technologies, interest in the concept of industry 4.0 increases, and thus, the number of connected devices. To meet the demand for infrastructure with adequate capacity and speed it was necessary to evolve towards the next generation of networks – 5G.

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IoT Security

Essential IoT Security Books for IoT Professionals

Article | June 27, 2023

Explore the world of readings on IoT security, to address complex cyber security challenges and privacy issues. It caters to a wide range of readers including industrialists, students & enthusiasts. The Internet of Things (IoT) has revolutionized industries, enabling innovative applications and improved efficiency. However, along with the numerous benefits of the IoT comes the pressing need for robust security measures. As IoT devices become more prevalent and interconnected, their risks and vulnerabilities also increase. The experts in the domain must stay updated with the latest security practices and techniques to ensure IoT systems' integrity, confidentiality, and availability. A wide range of books has been explicitly tailored address these security concerns. 1. Analytics for the Internet of Things (IoT) Author: Andrew Minteer Analytics for the Internet of Things (IoT): Intelligent analytics for your intelligent devices provides a comprehensive guide for businesses aiming to make informed decisions and gain greater control over their IoT infrastructure. Written by an expert in the field, this book equips readers with the essential knowledge and techniques to solve the unique challenges associated with IoT and extract valuable insights from vast amounts of data. The book begins by tackling the complex task of extracting value from large volumes of often complex IoT data, empowering readers to make data-driven decisions. Strategies to address data quality concerns are discussed, ensuring that readers are equipped to handle the inherent challenges. It offers readers approaches to optimize business value and bring down costs. Scaling both data storage and analytics is a critical consideration in IoT deployments, and the book provides practical insights into handling scale effectively. The book covers a range of topics, including transmission protocols, data flow, value extraction, geospatial analytics, machine learning, and optimizing business value. 2. Industrial Internet of Things (IIoT) Editors: R. Anandan, Suseendran Gopalakrishnan, Souvik Pal, Noor Zaman One of the essential IoT security books, Industrial Internet of Things (IIoT): Intelligent Analytics for Predictive Maintenance comprehensively explores how the industrial internet is transforming through increased network agility and the ability to deploy, automate, integrate artificial intelligence, orchestrate, and secure diverse use cases at hyperscale. The adoption of industrial automation on a large scale is revolutionizing business processes, with the market for industrial robots projected to reach $73.5 billion by 2023. The book highlights how IoT industrial automation provides numerous advantages, including enhanced efficiency, high accuracy, cost-effectiveness among others. This book presents real-world case studies in IIoT, robotic and intelligent systems, and web-based applications. The content is tailored to appeal to a broad audience, including working professionals, educators, and researchers in various technical disciplines. The book provides industry leaders with valuable insights by proposing business models that revitalize the workforce. 3. IoT and OT Security Handbook Authors: Smita Jain, Vasantha Lakshmi, Foreword: Dr Rohini Srivathsa IoT and OT Security Handbook: Assess risks, manage vulnerabilities, and monitor threats with Microsoft Defender for IoT is a comprehensive guide that equips industrial security, IoT security, and IT security professionals with the knowledge and tools to effectively address cybersecurity challenges in the rapidly evolving world of IoT and OT. In the era of the Fourth Industrial Revolution, where digital transformation and connected industries dominate, the book sheds light on the pressing security concerns that must be addressed to ensure data protection and operational resilience. Through a deep dive into the Purdue model of reference architecture, readers gain a solid understanding of common cyber-attacks prevalent in IoT and OT environments. The centerpiece of the book revolves around Microsoft Defender for IoT, a powerful security solution specifically designed to safeguard IoT and OT ecosystems. Furthermore, the concept of zero trust, which is crucial for establishing a robust security foundation, is thoroughly explored with practical insights on its implementation in the context of IoT devices. 4. Practical Internet of Things Security Author: Brian Russell, Drew Van Duren Practical Internet of Things Security: Design a security framework for an Internet connected ecosystem is an indispensable guide that navigates the complex realm of securely building and deploying systems in our IoT-connected world. The book primarily targets IT security professionals, security engineers, and individuals responsible for ensuring the security of their organization's data in the IoT landscape. However, it also serves as a valuable resource for business analysts and managers seeking to understand and address the security challenges associated with IoT deployments. Readers will gain a wealth of knowledge and practical skills, including breaking down cross-industry barriers, building a rock-solid security program, applying systems security engineering and privacy-by-design principles, and harnessing cloud-based systems. It delves into the unique security challenges associated with IoT and provides practical guidelines for architecting and deploying a secure IoT ecosystem within an enterprise. 5. IoT: Security and Privacy Paradigm (Internet of Everything (IoE)) Editors: Souvik Pal, Vicente García Díaz, Dac-Nhuong Le IoT: Security and Privacy Paradigm is a comprehensive and authoritative resource that explores the evolution of security and privacy issues within the realm of the IoT. This book serves as a single reference point for students, researchers, and practitioners seeking to better understand the IoT security platforms and privacy landscape. The book adopts security engineering and privacy-by-design principles to design and implement robust cyber-security solutions within IoT ecosystems. It takes readers on a journey, starting with exploring security issues in IoT-enabled technologies and their practical applications. The book provides practical guidance on tackling security challenges and constructing a secure infrastructure for IoT devices. The book thoroughly discusses security challenges and solutions in areas such as RFID, WSNs, and IoT. The primary audience for this book includes specialists, researchers, graduate students, designers, experts, and engineers focused on security-related issues and research. 6. IoT Security Issues Author: Alasdair Gilchrist IoT Security Issues addresses the rapid proliferation of internet-connected devices, where security often takes a backseat to product development. This book delves into the inherent vulnerabilities and IoT security challenges, offering insights on how to address and mitigate these issues. By examining the root causes of these problems and emphasizing the importance of programming and security best practices, the author presents practical solutions to combat the lax security processes prevalent in the IoT landscape. This book caters to a wide range of readers, including programmers who have yet to focus on the IoT, security professionals, and individuals with a keen interest in hacking and making. While a basic programming background would be beneficial for certain chapters later in the book, the core content is explained in a manner that is approachable for readers from various backgrounds. 7. Security and Privacy Issues in IoT Devices and Sensor Networks Editors: Sudhir Kumar Sharma, Bharat Bhushan, Narayan C. Debnath This book, of all the IoT security books, delves into the critical aspects of security breaches in IoT and sensor networks, offering a comprehensive exploration of potential solutions. The book takes a two-fold approach, thoroughly examining the fundamentals and theoretical foundations of sensor networks and IoT security. It then explores the practical IoT security solutions that can be implemented to enhance the security of these elements, providing illuminating case studies to reinforce understanding. The book is an invaluable resource for industry professionals working with wireless sensor networks (WSN) and IoT systems, enabling them to elevate the security of these interconnected systems. Additionally, researchers, material developers, and technology specialists grappling with the intricate nuances of data privacy and security enhancement will find the book's comprehensive information highly beneficial. Final thoughts IoT security for professionals involves implementing secure communication protocols, strong authentication, device management, data encryption, access control, and regular security audits. It is crucial to stay updated, maintain a security-aware culture, and prioritize the ongoing monitoring and adaptation of security measures to address emerging threats. The above listed books delve into various aspects of IoT security, providing insights, strategies, and practical solutions to mitigate risks and protect IoT ecosystems. This article highlights some essential IoT security books that are indispensable resources for IoT professionals striving to enhance the security posture of their organizations. They also provide real world case studies, best practices and strategies to minimize risks.

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Spotlight

Qualcomm

That’s how often people around the world touch something made better by Qualcomm. It could be the smartphone in your pocket, the tablet on your coffee table, that wireless modem in your briefcase… it could even be that navigation system in your car or that action camera strapped to your chest. Who is Qualcomm, and what do we do? We are engineers, scientists and business strategists. We are from many different countries and speak many different languages. We come from diverse cultures and have unique perspectives. Together, we focus on a single goal—invent mobile technology breakthroughs. While many of our inventions and breakthroughs reside “under the hood” of consumer electronics, they have transformed the world in a big way. They have helped propel mobile to the forefront of the technology world and to the top of consumers’ wish lists. They have created new opportunities for mobile ecosystem players—the wireless device makers, the operators, the developers and the content creators of

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MADISON LOGIC UNVEILS NEW DATA CLOUD TO ACCELERATE ABM FOR B2B ORGANIZATIONS GLOBALLY

Madison Logic | May 06, 2019

Madison Logic, the leading global account-based marketing (ABM) platform, today announces the launch of the ML Data Cloud, powering cutting-edge ABM to accelerate your pipeline and convert your best accounts faster. With state-of-the-art architecture, rich data, and a robust data gateway, the ML Data Cloud leverages data from over 20 first- and third-party sources, enabling advanced hyper-targeting based on account engagement, cross-channel performance insights, and Journey Acceleration™ across the entire customer lifecycle. This new solution leverages advanced machine learning to provide continuous optimization and marketing insights.“The intelligent application of data at scale has become critical to driving marketing efficiency and accelerating growth. However, the complexity of analyzing and employing this data has grown as well,” said Ajay Sathyanath, Chief Technology Officer, Madison Logic. “The ML Data Cloud was designed to provide a scalable and powerful platform that helps B2B marketers harness intricate analytics with ease and apply them in a way to meet their ROI goals. Through the application of machine learning and AI, the ML Data Cloud transforms the way our clients think about their marketing and sales strategies.”

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LEADING EUROPEAN ANALYST FIRM OVUM NAMES MADISON LOGIC A “LEADER” IN THEIR REPORT ON ACCOUNT BASED MARKETING

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MARKETERS SHOULDN’T HAVE TO BE DATA SCIENTISTS

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Over the past decade, the rise of Data-Driven Marketing and Account-Based Marketing (ABM) have both followed steep trajectories, and that’s no coincidence. After all, the best ABM programs are the ones built on rich data and insights. However, the meteoric rise of data-fueled ABM has had an unintended side effect inside the marketing organization: Marketers now have to become data experts or hire them in droves. As the complexity of analyzing and employing data for ABM increased, marketers started to get lost in the numbers. While building B2B marketing teams with greater data-savvy and talent is a wise move, Marketing Executives must be careful not to overcorrect when it comes to rebalancing the skill sets within their organizations. Furthermore, they must ensure that the data talent they do have in-house is being effectively leveraged, rather than wasted on mundane data organization tasks. The simple fact is that data solutions exist within the market that can greatly simplify the process of combining sources, deriving insights and putting those insights to work in campaigns. B2B marketers should not have to become Data Scientists, and the Data Scientists they work with should be spending their time delivering real value to the bottom line. To do this, teams need to be armed with data tools that allow them to do what they do best: draw insights, build relationships and tell the right stories to the right people.

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