1. 1Atul Chawla, atul411@gmail.com
Intelligent Lead & Demand Gen.

2. From Idea to ^ Commercialization
Fast
Learner
Problem Solver
Relationship
Focused
About Me
2
Atul Chawla, atul411@gmail.com

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Atul Chawla, atul411@gmail.com 16
Atul Chawla
atul411@gmail.com
@atul411
LinkedIn | My Blog