Monday, October 8, 2007

DGR Interview: Avaya’s VP of Demand Generation Sheds Light On Innovative Strategies for Driving Demand

In late September, Demand Gen Report had the opportunity to chat with Yannick Claereboudt, Avaya’s VP of Demand Generation, about the company’s strategies around sales nurturing, lead management and sales enablement. In addition, Claereboudt offered insights into Avaya’s adoption of new media, including the early results into tests with mobile marketing.

The entire interview is very insightful and can serve as a barometer for other companies to benchmark their overall demand generation strategies. A few of the highlights from the discussion included:

On The Next Phase of Demand Generation: “The next critical area of focus – which we already started in FY07 - will be to integrate even further our web experience in order to engage our target audience in a two-way interactive dialogue. For example, we will be incorporating things like virtual briefings, video testimonials, podcasts and interactive assessment tools.”
On Sales Enablement: “We have adopted new media and techniques for sales to communicate with customers -- from interactive flash demos to cool video snapshots that tell our story in engaging and entertaining ways. On a quarterly basis, we receive feedback through a sales survey on the quality of these tools to enable further refinement.”
On New Media Adoption: “We do see opportunities and are testing several programs in order to evaluate and integrate mobile marketing into our plans. For example, to promote our Unified Communications platform, we recently launched in North America a mobile marketing pilot, pushing messages with a strong offer to PDAs, Smartphones and Blackberrys. In the first six days since the program's launch, more than 1,000 users registered via their mobile devices".

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