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Intelligent demand generation june 2013

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Intelligent demand generation june 2013

  1. 1. 1Atul Chawla, atul411@gmail.com Intelligent Lead & Demand Gen.
  2. 2. From Idea to ^ Commercialization Fast Learner Problem Solver Relationship Focused About Me 2 Atul Chawla, atul411@gmail.com
  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. 3Atul Chawla, atul411@gmail.com
  4. 4. Atul Chawla, atul411@gmail.com 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 5Atul Chawla, atul411@gmail.com High Conver- sion Formats Search Engine Mavens Market Makers            Sentiment Analysis Competiti ve Affinity Partner Programs
  6. 6. Atul Chawla, atul411@gmail.com 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 7Atul Chawla, atul411@gmail.com Channels of Communication Image Source: Teradata.com
  8. 8. Atul Chawla, atul411@gmail.com 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 Atul Chawla, atul411@gmail.com 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. Atul Chawla, atul411@gmail.com 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 Atul Chawla, atul411@gmail.com 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 Atul Chawla, atul411@gmail.com 12 Image Source: 3VR.com
  13. 13. Atul Chawla, atul411@gmail.com 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. Atul Chawla, atul411@gmail.com 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? Atul Chawla, atul411@gmail.com 15 These feature are nice to have. These features are a must have!
  16. 16. Atul Chawla, atul411@gmail.com 16 Atul Chawla atul411@gmail.com @atul411 LinkedIn | My Blog

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