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#DEMAND GENERATIONtweetBook01
By Gaurav Kumar
140 Insights on Powering Your Sales Pipeline
E-mail: [email protected]
20660 Stevens Creek Blvd., Suite 210Cupertino, CA 95014
Book Excerpt
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BOOK EXCERPT Table of Contents
Section I: Never Forget the Basics
Section II: Know Your Customers
Section III: Profile Your Accounts
Section IV: Nurture Your Leads
About the Author
140 Insights on Powering Your Sales Pipeline
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Contents
Section I
Never Forget the Basics 19
Section II
Know Your Customers 33
Section III
Profile Your Accounts 47
Section IV
Nurture Your Leads 61
Section V
Engage and Involve 75
This is the Table o Contents (TOC) rom the book or your
reerence. The eBook TOC (below) difers in page count rom
the tradebook TOC.
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Section VI
Communicate Right! 89
Section VII
Training and Quality 103
About the Author 119
140 Insights on Powering Your Sales Pipeline
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Section I: Never Forget the Basics
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Section I
Never Forget the Basics
Every organization needs to boost its sales
pipeline, and your organization is not an
exception. This section will help you with the
basic ground rules o demand generation.
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Section I: Never Forget the Basics
Good leads are the lieblood
o any company, irrespectiveo its size. Its every leaders
responsibility to get them.
You can either have a solid demand
generation strategy or you can
believe in winning a lottery.
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2
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I you dont have a high-quality
product or service, it is not worthwasting your time and money on
generating demand or them.
Build it and the prospects
mightcomebut you dont
want to just hope or that.
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Section II: Know Your Customers
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Section II
Know Your Customers
Knowing your customers is NOT optional unless
you want to leave demand generation to chance.
Knowing who your customers are is not the same
as knowing your customers. In this section, you
will learn how to get into your prospects shoes
and see the world through their eyes.
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Section II: Know Your Customers
I you dont know who your idealtarget buyers are, dont expect to
make a lot o progress.
Defining the ideal customer is
not easy, but it is a necessary
requirement or your demand
generation programs to succeed.
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22
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Get in your ideal customers shoesand identiy their biggest pain
points that you can address.
Lie is going on, with or without
your solution. Understand how your
prospects are currentlysolving the
problems you are addressing.
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Section III: Profile Your Accounts
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Section III
Profile Your Accounts
Dig deeper into your target accounts to uncover
opportunities to engage. By profiling and mapping
your accounts, you and your team will learn how to
best help your customers and yourselves.
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Section III: Profile Your Accounts
Not investing in account profilingis the astest way to squander a
precious meeting opportunity.
Right account mapping exercises
will not only prepare you to pursue
obvious opportunities, they might
also reveal hidden possibilities.
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42
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A lot o inormation to
develop a solid account map isavailable online. O course, you
should know where to look.
Verification o acts is equally
important as good research.
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Section IV: Nurture Your Leads
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Section IV
Nurture Your Leads
Anything that you dont pay attention to will
slowly disappear. Your leads need to be nurtured
throughout their liecycle. Not all leads are ready to
buy today, but i you dont nurture them, they wont
be there to buy rom you when they are ready.
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Section IV: Nurture Your Leads
Either you nurture your prospects or
you lose them. The choice is yours.
Invest in lead nurturing
to convert your cold and
warm leads into hot leads.
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Ensure that every meeting generallyends with a date or the next meeting
to keep making progress.
Keeping in touch with
your prospects regularly
is not an expense, it is a
long-term investment.
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Gaurav Kumar is a well-recognized demand generation expert. He is currently
the ounder and CEO o Beyond Codes, which ofers demand generation, account
profiling, and contact discovery services or several high-profile companies in
the U.S., Europe, and the Asia Pacific. Under his leadership, Beyond Codes builds
aggregate pipelines worth several hundred million dollars or its clients.
A serial entrepreneur, Kumar is also the ounder o Entertainment Ecosystem Inc,
one o the leading online radio stations targeted at the South Asian diaspora. He
has been associated with various TiE chapters or over 15 years and is currently
part o Executive Council o TiE Southern Caliornia. He is a sought-ater speakeron demand generation.
Kumar holds an MBA in General Management. He loves to travel; play gol
socially; and spend time with his beautiul 3-year-old daughter, Bani.
Kumar can be reached at [email protected].
About the Author
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Getting #DEMAND GENERATION tweet Book01
(http://www.thinkaha.com/demand-generation-tweet/ )
#DEMAND GENERATION tweet Book01 can be purchased as an eBook or
$14.95 or tradebook or $19.95 at
http://www.thinkaha.com/demand-generation-tweet/ or at other online
and physical book stores.
Please contact us or quantity discounts [email protected] or to beinormed about upcoming titles [email protected] or phone
(408-257-3000).
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