Assignment Submission

Pradyum Soni, IIT Bombay’21

15th May, 2022
Marketing and sales strategy for Dialworks
1 “Who would be the Ideal Customer Profiles (ICP)....” ?

ICP_X - Ideal Customer Profile X

● Typical Profiles:
○ Banking Industry: Banks (ICP_1) require financial service agents to pitch their
schemes & products (Loans, CD’s, IRAs, credit cards).
○ Advertising Industry: Advertising sales executives are experts who are
responsible for overseeing the sale of advertising spots to organizations and
clients on behalf of an advert agency. We can target Advertising Companies /
Agencies in India, US, EU for starters. While leveraging connections in US & EU we
can target advertising agencies such as Mindshare, Heimat Werbeagentur, Jung
von Matt, Boondoggle (ICP_2) and DDB Mudra Group, Dentsu Aegis Network,
FCB Ulka Advertising Pvt. Ltd., Group M Media India Pvt. Ltd.
○ Software Industry: Software sales representatives are required by major
companies such as IBM, Oracle, Dell, Qualtrics, VMware etc (ICP_3) to conduct
product demonstrations, answer prospective customers’ questions, selling a
product to technology novices et al.
○ Medical Industry: Pharma, Biotech, Medical Device Sales Agencies. (ICP_4)

And more…such as Real estate sales agencies, Call centres etc.

“Industries, geographies, use-cases, nature of product/services of potential users & team

sizes” - I have talked in my answer about industries, use-case, potential users (sales reps).
I don’t think as a SaaS product we should be bound to geographies, but to gain
momentum we can stick to markets which would work for us: India, EU & US.

2.1 “What are the various channels you would use to target these ICPs?”

Source: Hubspot

1
Based on above source, I would consider the following marketing channels in the order written -

I. Social Media (Omni-channel)

II. Websites/Blogs & Search Engine Marketing
III. Email Marketing & Video Marketing
IV. Influencer Marketing
V. Podcast Marketing
And more other methods if required such as: Pay-Per-Click / Partnership Marketing. (Source)

2.2 “Consider you have a budget of US$ 30k for the first 3 months after launch…”

➢ As social media (especially Linkedin) is a clear winner in B2B or B2C with more than 45%
of marketers using it, I would allot 50% of my budget to “social-media-omni-channel
marketing”. Budget allotted - US $ 15k
➢ For the rest of my budget, I would use Agile Marketing Strategy with 4 sprints of 3 weeks
each. That gets me to US$ 3.75k per sprint. For the first week, I will allot equal budget to
the remaining 4 channels (point 2 to point 5) and based on traction make decision to
increase/ decrease budget for each method.

3. “Identify 5 tools / softwares / products which would be crucial for you to execute…”

1. Lemlist: For Email Mktg “Useful to personalize cold emails, automate follow-ups, and
engage with leads across all channels. lemlist is a sales automation & cold email software
in one. (Zendesk actively uses their services.)” Pricing: [29-100] $ per user per month.
2. HootSuite Or Buffer: For social media mgmt and/or content publishing.
3. Google Ads: For Search Engine Marketing.
4. CMS Hubspot: Availability of CMS and CRM, CMS Hub by HubSpot will be an important
tool for Website / Blogs etc.
5. Gupshup’s Single API: Leveraging my network at Gupshup. I will be able to use
Gupshup’s USP product (Single API - connects 30+ messaging channels) for
Event/Campaign Marketing.

Selecting 3 important softwares: Lemlist (Email automations), HootSuite (Social Media Mgmt.),
Google Ads (For SEM). Also, I will use CMS Hub by Hubspot free version too.

Thank You,
Pradyum Soni.