Abhishek GP

Senior Director - Global Demand Generation, Freshworks

Content

What are some of your top strategies in driving alignment with Sales?

Abhishek GP

Freshworks Senior Director - Global Demand Generation • July 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

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What are some factors you consider when determining whether an integrated approach is the best campaign strategy?

Abhishek GP

Freshworks Senior Director - Global Demand Generation • December 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

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How do you measure your own success in your role? How much have those performance indicators evolved as you grew within your role?

Abhishek GP

Freshworks Senior Director - Global Demand Generation • July 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

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How do you make decisions about the order in which different tactics go live on each channel within the larger campaign strategy?

Abhishek GP

Freshworks Senior Director - Global Demand Generation • December 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

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How does an integrated campaign strategy differ when designed to meet pipeline/revenue goals versus a broader, TOFU-centric goal like increasing brand awareness?

Abhishek GP

Freshworks Senior Director - Global Demand Generation • December 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

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What variables affect your strategic choice of channels, when designing an integrated campaign?

Abhishek GP

Freshworks Senior Director - Global Demand Generation • December 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

1501 Views

Do you approach stakeholder management differently based on the team you're talking to? And if so, how?

Abhishek GP

Freshworks Senior Director - Global Demand Generation • July 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

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What's a good way to approach decisions that other teams feel they should own vs. Demand Gen feels they should own?

Abhishek GP

Freshworks Senior Director - Global Demand Generation • July 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