AMA: Snowflake Head of Enterprise Marketing, India, Kanchan Belavadi on Demand Generation KPI's
January 30 @ 10:00AM PST
View AMA Answers
Snowflake Head of Enterprise Marketing, India, Kanchan Belavadi on Demand Generation KPI's
Top Questions
Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • January 31
There are a couple of KPIs that can do with some love: * Customer Lifetime Value: We don’t see enough emphasis on CLV, which is an important metric in improving customer retention. Without tracking CLV, we are constantly in a state of monitoring tactical metrics even for large enterp......Read More
391 Views
1 request
Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • January 31
A first hire means a lot of ground to cover, as well as the need to show some quick wins. Hopefully, the start-up has attained product-market fit. Your primary responsibility is the funnel – generate leads, opportunities/pipeline, etc. Most often you’d have to over pivot on digital as a c......Read More
397 Views
1 request
Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • January 31
There are 2 sets of KPIs that you need to keep at hand. One is for internal marketing consumption and the other is what you share with the business. The business will be more interested bottom of the funnel, so pipeline, opportunities etc. While for internal tracking, you’d need to track everythi......Read More
421 Views
1 request
Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • January 31
A lot of the digital, social metrics tend to be overhyped, especially impressions, page views, followers, etc. What helps to sift through these is do a deeper analyses of these, e.g. who are the followers? Are they prospects/customers or mostly job seekers? What is driving the page views?......Read More
375 Views
1 request
Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • January 31
The 2 most important factors in determining targets are: Past performance and current/future business goals. * Past performance: Looks at historical performance (within the company or look at industry benchmarks), to understand what can be achieved by deploying a particular campaign, e......Read More
397 Views
1 request
Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • January 31
What is the objective that you want to drive? Is it customer acquisition? Is the top of your funnel healthy, but conversions aren’t? Are you looking at optimizing cost and campaign performance? The answers to the above questions should give you the primary metrics and KPIs that you need to mo......Read More
604 Views
1 request
Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • January 31
Demand generation: reaching out to prospects, engaging with them and building pipeline. More broad based and focused mostly on customer acquisition. Growth marketing: more focused on the entire journey from customer acquisition to retention. This would include cross-selling, upselling to cust......Read More
554 Views
1 request
Upcoming AMA's
Show All