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.
Demand Generation
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.
Service offerings:
• Database build & enrich
• Account Based Marketing (ABM)
• Affiliated marketing
• Content syndication
• Digital marketing
• Drip marketing
• Lead generation
• BANT qualified leads
• Appointment setting
• Campaign analytics
Client challenge
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.
Client Talk
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
initial purchase.
 Targeting users with content
relevant to their position along
the buying process yields 72%
higher conversion rates.
365,000+
customers
Presence in
180
countries
87,000+
employees
130+ M
business
cloud users
Content
syndication
Market
reassessment
Growth region
identification
SQL
generation
Demand generation
team deployment
Healthy lead
pipeline creation

2. SUCCESS
• Increased new
product sales by 47%.
• 50% reduction in sales
cycle.
• 45% ROI generated by
regular campaign
calibration.
SOLUTION
Datamatics
created an
end-to-end frame-
work that would govern
the campaign strategy -
operations, reporting,
billing, communications
and escalations.
CHALLENGE
To increase
sales
opportunities,
identify high
growth regions and
expand reach.
ABOUT DATAMATICS:
Solution
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
market.
 Validated and segregated buyer demographics as per technology, industry &
job title.
 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
generation aspects.
 Initiated Push & Pull campaigns. Executed campaigns through a validated &
targeted database.
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
team –
‒ 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
strategies.
The phased approach ensured accurate baselining, design formulation and
program scalability.
www.datamaticsbpm.com | globalsales@datamaticsbpm.com | marketing@datamaticsbpm.com
Key Results
 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.
DATAMATICS partnered
with CLIENT at a
GLOBAL scale.
Increased Sales
Qualified Lead flow
Reduced
sales cycle
Enabled
market expansion
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.