AMA: Snowflake Head of Enterprise Marketing, India, Kanchan Belavadi on Demand Generation Strategy

Surprisingly emails still work! A few things to ensure that your email marketing works: Keep the database updated Identify if your emails are being blocked by firewalls - hence not reaching the intended recipients Keep subject lines interesting - to improve those open rates Keep the body of the email simple - get UX to look at email templates! Clear and engaging CTA Know your target audience, e.g. for CXOs, don't use HTML emails, just plain text works! Remember less is more! So, use this channel ...Read More

During the buyer's journey, the customer goes through various stages - from awareness to consideration to decision making. Increasingly these areas overlap as timelines are getting compressed, especially in the commercial/territory/digital native segment. As customers start seriously evaluating the product/technology/platform, they are bound to listen to their peers. Hearing about use cases implemented by their peers from the same industry acts as catalyst in their ultimate decision making proce ...Read More

What are you driving with your demand generation agency? Form fills for whitepapers, other assets Registrations Attendance at webinars, events Impressions, clicks on posts Website page views Meetings Opportunities Success depends on what goals you have set for the agency. A rule of thumb is always to set output metrics, rather than input metrics. E.g. Aim for attendees, not registrations. Aim for meetings completed, not meetings scheduled. A hawk's eye over the outcomes, as well the process of d ...Read More

The key factor that influences where marketing budget should be allocated is Business Objectives. Is the company more focused on new logo acquisition or expanding its footprint in existing accounts? What is the renewals trends? Once you have clarity on these, you know where the budget needs to go and also when. Apart from that, there are other factors, like market timing, e.g. if you are running brand awareness - don't run digital campaigns in December as everyone is finishing their year-end bud ...Read More

Website retargeting is an often ignored tactic that tends to give outsized returns if leveraged properly. These are visitors to your website who are already exploring your product and are considering buying. Identify repeat visitors, alongwith your digital ABM campaign Segment them based on the pages they view - product overview, case studies, events, webinars, etc. Run focused curated offers, programs for them Refrain from multiple touch points. Less is better Check progression through the funn ...Read More