Demand Generation : Accelerating Leads Pipeline For an Enterprise Application Leader
1. DEMAND GENERATION LOOKBOOK A Case Study
ACCELERATING LEADS PIPELINE FOR AN ENTERPRISE APPLICATION LEADER
The Client – World’s third largest independent software manufacturer that makes
enterprise software to manage business operations and customer relations.
Product portfolio - ERP & Digital Core, Cloud & Data Platforms, Procurement &
Networks, Analytics, Customer Engagement & Commerce, IoT & Digital Supply Chain,
Human Resources (HR) and Finance.
Intelligent demand generation
programs are defined, designed &
implemented through our proprietary i-
CARS (Intelligent Customer Acquisition
Retention Solution) framework. It is a
comprehensive solution that delivers a
customized 360° marketing strategy and
related outcomes for global enterprises.
• Database build & enrich
• Account Based Marketing (ABM)
• Affiliated marketing
• Content syndication
• Digital marketing
• Drip marketing
• Lead generation
• BANT qualified leads
• Appointment setting
• Campaign analytics
As a world leader in enterprise software applications, the Client holds a
strong market presence in US, UK, EU & APAC. While the existing market
generated marginal demand, new markets were being tapped by more
flexible and nimble footed competitors. High growth opportunities
remained untapped in new geographies.
The Client aimed to increase wallet share in the existing customer
geographies and tap into new markets.
Content marketing played a key role in generating leads. However, the
existing campaigns didn’t supply adequate leads for the huge sales team.
The content marketing team had to be supplemented with dedicated
demand generation experts to increase sales opportunities. The efforts had
to be directed to reach the right audience, turn them into Sales Qualified
Leads (SQLs) and achieve accelerated revenue goals.
Datamatics uses best-in-class SOPs to align lead generation campaigns with our growth
goals. They deliver what they promise, on time and in budget. Its been an awesome journey!!
GLOBAL MARKETING HEAD
DID YOU KNOW…
That only 35% of a sales person’s
time is spent selling.
Only 29% of brands nurture their
existing customers beyond the
Targeting users with content
relevant to their position along
the buying process yields 72%
higher conversion rates.
• Increased new
product sales by 47%.
• 50% reduction in sales
• 45% ROI generated by
work that would govern
the campaign strategy -
growth regions and
Datamatics implemented the proprietary i-CARS framework. A toll-gate driven
phased approach included the following phases:
Phase 1: Define
Through this phase Datamatics:
Defined unique buyer personas to identify key decision makers in the target
Validated and segregated buyer demographics as per technology, industry &
Validated lead procurement rate as per buying propensity.
Phase 2: Design and Develop –
A two month pilot program was designed and developed :
Included scope of work, project duration and pricing.
Meticulous campaign calendar was created to include intricate lead
Initiated Push & Pull campaigns. Executed campaigns through a validated &
1. Result-oriented email & voice based opt-in campaigns were
designed, executed & calibrated.
2. Content assets were strategically executed through relevant
affiliated marketing platforms.
3. Strong digital marketing push was initiated on social channels.
BIC (Best-in-Class) model was created to deal with campaign complexities at
different stages and deliver a scalable program.
Niche training modules were designed for a dedicated demand generation
‒ Technology expert with marketing experience led the project for content.
‒ Designer led the creative features of content.
‒ HTML & .NET coder built scalable digital content assets.
‒ Researcher executed in-depth market intelligence study.
‒ Database experts built, validated & enriched the campaign database.
‒ Tele-calling team ensured target market reach.
‒ Quality controller conducted rigorous quality scrutiny.
End-to-end governance framework was designed for transparency in
operations, reporting, billing, communications and escalations.
Phase 3: Implement & measure
A customized program would be implemented post Client approval :
SOPs would be created at the end of the pilot program for future ramp-ups.
This included skill set of agent, campaign strategy, reporting and billing.
The governance model including weekly, monthly and quarterly meetings
would be clearly defined and implemented.
Weekly calibration sessions would be initiated to validate the Push & Pull
The phased approach ensured accurate baselining, design formulation and
www.datamaticsbpm.com | email@example.com | firstname.lastname@example.org
Increased share of wallet through new product sales.
Expanded presence in competitor’s strong growth regions.
Created a healthy pipeline of SQLs in the target market.
Saved operational time spent on promoting content through multiple avenues.
Generated over 45% ROI through regular calibration and innovation.
with CLIENT at a
Qualified Lead flow
Datamatics Business Solutions Ltd. (DBSL) is a global provider of intelligent Business Process
Management (iBPM) services to several Fortune 500 companies. Datamatics provides an
end-to-end Demand Generation, Database Solutions, Research & Analytics, Payroll, Finance
& Accounting, and Contact Centre Solutions.