AMA: Snowflake Head of GCC Marketing, India, Kanchan Belavadi on Growth Marketing Strategy

The channels depend on the target persona! Is your persona a developer, an IT manager, or a CXO? All these people may hang out at different places and prefer different modes of communication.   A developer is more likely to engage with Hands-on-Content (demos, labs, etc.) and prefer channels like Discord, Reddit, Developer Conferences, User Groups, etc., and are heavily influenced by leaders in their fields.   CXOs on the other hand are more likely to engage via thought leadership content and at ...Read More

Depends on who you ask! But typically traditional marketing focused more on customer acquisition, lead generation, events, etc. There wasn't much marketing focus on customer retention or engaging with the customer/prospect beyond a certain stage in the pipeline. Today marketing as a function is evolving more towards customer experience - from lead capture, brand awareness, content strategy to customer acquisition, retention and advocacy. Growth marketing is also highly metrics/data driven, empha ...Read More

There are diverse sources of data that need to be taken into consideration for identifying the right target audience. Begin with existing customer profiles and their consumption patterns Shortlist the right accounts from the target customer segments Understand your closest competitors and their targeting (success, adoption rates, etc.) Research – first party, as well as third party – focus groups/user surveys/industry reports to check trends These are help you identify the right target audience ...Read More

When marketing and sales are aligned; they accelerate customer acquisition and overall business growth. Alignment towards shared metrics and regular cadences/feedback loops are key. During the planning stage, identifying accounts, personas and messaging provides a good start. However, as the campaign progresses, regular feedback loops help to identify if the messaging works for that persona/customer segment. Continuous iteration with respect to the messaging and tactics is important to ensure ca ...Read More

Both strategies are important and part of the overall funnel. Lead capture is part of the top of the funnel and the art+science of nurturing those leads helps to convert them into opportunities.   Depending on the business objectives, available budget, the assigned weightage can vary slightly at a point in time. E.g., If Sales conversion/deal acceleration is a priority and budgets are tight, then we pivot towards nurture. However, if customer acquisition is a a key area of focus, then invest mor ...Read More