intelligent demand generation june 2013

1 atul411@gmail.com, +1.650.339.3202

Intelligent Lead & Demand Gen.

From Idea to ^ Commercialization

Fast Learner

Problem Solver

Relationship Focused

About Me

2 atul411@gmail.com, +1.650.339.3202

Low High

High

Low

Bad Ideas

Risky, Disruptive

Decent Good Opportunities

Opportunity, Market Size (Real, Win, Worth)

Difficulty Level (new or Existing Products)

Mapping Opportunities for Demand Gen.

3 atul411@gmail.com, +1.650.339.3202

atul411@gmail.com, +1.650.339.3202 4

Outliers: Pay close attention to them as they are likely to be high value customers or eat up resources.

•Total Leads • Leads closed • All leads are not equal • Calculate opportunity on a lead by lead basis

Demand Gen.

Segmentation and Micro-segmentation

Building Customer

Profile

Channels Of Comms

Timely And

Scarce Offers

Multi-level

Comms

Call To Action

Make ROI

Tools Personal

Deep Cust/Mkt

Intel

Sales Guides

Trade Assoc. Mgmt

Predictive Analytics

Develop KPIs and Critical Y for Demand Gen.

Better Targeting Better Conversion

5 atul411@gmail.com, +1.650.339.3202

High Conver-

sion Formats

Search Engine

Mavens

Market Makers

Sentiment Analysis

Competitive Affinity

Partner Programs

atul411@gmail.com, +1.650.339.3202 6

Predictive Analytics

Sentiment Analysis

Competitive Affinity

Is the customer interested in your solution?

Is the customer aligned with competition?

Inside and Outside View

Campaigning for Demand Gen.

Events

Website / Blogs

Social Media

Search Engine

Email

Channel Funds

Webinars Segmentation Customer Profile Analysis & Follow

Up

7 atul411@gmail.com, +1.650.339.3202

Channels of Communication Image Source: Teradata.com

atul411@gmail.com, +1.650.339.3202 8

Roadshows/Beta

Channel Funds

Email Lists

Webinars

Partner Open Houses

Tradeshows

Partner Conferences*

Direct Mail

Social Media*

Online / Print* Media -10%

10%

30%

50%

70%

90%

110%

$(250) $750 $1,750 $2,750 $3,750 $4,750

Res

po

nse

Rat

e

Budget

Hundreds

Lead to Close Rate: 20% ASP: $30,000 Rev. Increase: $9.2 Million

Dig Deep with Leads to close faster

atul411@gmail.com, +1.650.339.3202 9

Time to close

Aff

init

y to

C

om

pet

ito

rs

Opportunity (size of the bubble)

Develop content strategy Develop sales strategy Develop POC strategy Develop sales forecast

atul411@gmail.com, +1.650.339.3202 10

Respond faster to leads to close them faster

Source: http://hbr.org/2011/03/the-short-life-of-online-sales-leads

Language Influences Buyers

atul411@gmail.com, +1.650.339.3202 11

The Productivity Handbook for Busy Marketers 7 Apps That Will Change the Way You Do Marketing

Source: http://www.hubspot.com/

Intelligent Lead & Demand Gen.

• Get Personal

• Faster Discovery + Influence

• Better Insights + PLC + MA

• Multi-channel Communication

atul411@gmail.com, +1.650.339.3202 12

Image Source: 3VR.com

atul411@gmail.com, +1.650.339.3202 13

Identify a keystone habit that you wish to change. Find a replacement routine. Incentivize.

Replacement

Image source: The Power of Habit by Charles Duhigg

atul411@gmail.com, +1.650.339.3202 14

Prioritize Investigate Assist Evaluate Plan Acquire

Prospect Qualify Demo Propose Negotiate Close

Customer Requirements Presentations

Case Studies

Competitive Analysis White Papers Event Mgmt

Phone Calls Social Media

Customer Testimonials Blogs

Positioning – good, better, best Pricing Models – License, Usage, User, instance, etc.

PR/Events/Webinars Analyst Reach Out Video Content and Training

Route to Market – Can you simplify?

Voice of Customer

Sales Guides

Partner Education

Direct Channel – SI, VAR, Hybrid Distributors OEM

Price and Cost Benefit

Price / Value Parity

Pain Points/Aversions

What’s your next big idea?

atul411@gmail.com, +1.650.339.3202 15

These feature are nice to have.

These features are a must have!

atul411@gmail.com, +1.650.339.3202 16

Atul Chawla +1.650.339.3202 atul411@gmail.com @atul411 LinkedIn | My Blog