Profile
Abhishek GP

Abhishek GP

Senior Director - Global Demand Generation, Freshworks

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Abhishek GP
Abhishek GP
Freshworks Senior Director - Global Demand GenerationJuly 28
Strategies usually get defined bi-annually or annually and most of us don't have complete influence and control on what gets defined. So allow me to stray a bit and take this opportunity to share some 'tactics' that have worked for me.  1. Do you use common vocabulary? You will be surprised ho...Read More
2408 Views
Abhishek GP
Abhishek GP
Freshworks Senior Director - Global Demand GenerationDecember 1
Let's first define an 'integrated campaign' approach.  * At its core, the 'Integrated' approach implies three things - knowing and using the buyer's journey as the premise to building the marketing strategy, aiming for consistency in marketing across touchpoints & sequencing your messa...Read More
2311 Views
Abhishek GP
Abhishek GP
Freshworks Senior Director - Global Demand GenerationJuly 27
My role evolved as the organization grew from $100 mil ARR to ~4X the size today. In earlier days, our GTM motion was primarily PLG. I was measured on Qualified Traffic as a leading KPI, and Trial volume and Sales CVR% as the lag KPIs. Today, we have a twin GTM engine - PLG & Direct Sales model. ...Read More
1870 Views
Abhishek GP
Abhishek GP
Freshworks Senior Director - Global Demand GenerationDecember 1
I believe that all integrated campaigns should exist to drive pipeline & revenue (there is an exception though: when this is not true is when you are creating a category). The biggest difference between these two goals is the volume and the type of buyers you choose to ignore or add to your ca...Read More
1725 Views
Abhishek GP
Abhishek GP
Freshworks Senior Director - Global Demand GenerationDecember 1
Your buyer's journey as well as your demand funnel, play a key role in this decision. * First set of channels & tactics: A rule of thumb that has worked for me when launching a campaign is to select the channel(s) that provide the widest audience reach. I've consistently observed that 'Au...Read More
1721 Views
Abhishek GP
Abhishek GP
Freshworks Senior Director - Global Demand GenerationDecember 1
Here are the four most important parameters that determine your Channel strategy when designing an Integrated Campaign.  1. Who? - Audience * Are you talking to developers, end-users, or decision-makers?  * How large is the buying group for your product?  * Is your product a single or mult...Read More
1561 Views
Abhishek GP
Abhishek GP
Freshworks Senior Director - Global Demand GenerationJuly 28
100%. A rule of thumb that has been helpful for me is that your organization's primary Go-to-market motion defines the primary and secondary stakeholders that you interact with. For each stakeholder, it's essential to define a commonly agreed-upon success criterion/criteria that make both teams s...Read More
1213 Views
Abhishek GP
Abhishek GP
Freshworks Senior Director - Global Demand GenerationJuly 28
I am fortunate to be a part of a journey where both the span and the scope of what a Demand generation team does have evolved over time. In my experience, the role of what a Demand gen team does will and should change as the organization matures. In the early days, in most orgs, Demand gen manage...Read More
1130 Views
Credentials & Highlights
Senior Director - Global Demand Generation at Freshworks
Top Demand Generation Mentor List
Lives In California
Knows About Stakeholder Management