1atul411@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...
Low High
High
Low
Bad
Ideas
Risky,
Disruptive
Decent Good
Opportunities
Opportunity,
Market Size
(Real, Win,
Worth)
Diffic...
atul411@gmail.com, +1.650.339.3202 4
 

Outliers:
Pay close attention to them as
they are likely to be high value
cust...
Demand
Gen.
Segmentation
and Micro-
segmentation
Building
Customer
Profile
Channels
Of Comms
Timely
And
Scarce
Offers
Mult...
atul411@gmail.com, +1.650.339.3202 6
Predictive
Analytics
Sentiment
Analysis
Competitive
Affinity
Is the customer
interest...
Campaigning for Demand Gen.
Events
Website /
Blogs
Social
Media
Search
Engine
Email
Channel
Funds
Webinars
Segmentation Cu...
atul411@gmail.com, +1.650.339.3202 8
Roadshows/Beta
Channel Funds
Email Lists
Webinars
Partner Open Houses
Tradeshows
Part...
Dig Deep with Leads to close faster
atul411@gmail.com, +1.650.339.3202 9
Time to close
Affinityto
Competitors
Opportunity ...
atul411@gmail.com, +1.650.339.3202 10
Respond faster to leads to close them faster
Source: http://hbr.org/2011/03/the-shor...
Language Influences Buyers
atul411@gmail.com, +1.650.339.3202 11
The Productivity Handbook for Busy Marketers
7 Apps That ...
Intelligent Lead & Demand Gen.
• Get Personal
• Faster Discovery + Influence
• Better Insights + PLC + MA
• Multi-channel ...
atul411@gmail.com, +1.650.339.3202 13
Identify a keystone habit that
you wish to change.
Find a replacement routine.
Incen...
atul411@gmail.com, +1.650.339.3202 14
Prioritize Investigate Assist Evaluate Plan Acquire
Prospect Qualify Demo Propose Ne...
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...
atul411@gmail.com, +1.650.339.3202 16
Atul Chawla
+1.650.339.3202
atul411@gmail.com
@atul411
LinkedIn | My Blog
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Intelligent demand generation june 2013

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Intelligent demand generation june 2013

  1. 1. 1atul411@gmail.com, +1.650.339.3202 Intelligent Lead & Demand Gen.
  2. 2. From Idea to ^ Commercialization Fast Learner Problem Solver Relationship Focused About Me 2 atul411@gmail.com, +1.650.339.3202
  3. 3. 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. 3atul411@gmail.com, +1.650.339.3202
  4. 4. 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
  5. 5. 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 5atul411@gmail.com, +1.650.339.3202 High Conver- sion Formats Search Engine Mavens Market Makers            Sentiment Analysis Competiti ve Affinity Partner Programs
  6. 6. 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
  7. 7. Campaigning for Demand Gen. Events Website / Blogs Social Media Search Engine Email Channel Funds Webinars Segmentation Customer Profile Analysis & Follow Up 7atul411@gmail.com, +1.650.339.3202 Channels of Communication Image Source: Teradata.com
  8. 8. 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 ResponseRate Budget Hundreds Lead to Close Rate: 20% ASP: $30,000 Rev. Increase: $9.2 Million
  9. 9. Dig Deep with Leads to close faster atul411@gmail.com, +1.650.339.3202 9 Time to close Affinityto Competitors Opportunity (size of the bubble) Develop content strategy Develop sales strategy Develop POC strategy Develop sales forecast
  10. 10. 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
  11. 11. 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/
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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!
  16. 16. atul411@gmail.com, +1.650.339.3202 16 Atul Chawla +1.650.339.3202 atul411@gmail.com @atul411 LinkedIn | My Blog

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