Kriya Finance Demand Generation Strategy

Study Notes

Objective: Implement a scalable, personalized demand generation strategy for Kriya Finance
Goals: Maximize new prospects and improve lead quality
Hook: "Transform financial challenges into streamlined solutions with Kriya's innovative BNPL options"
Ideal Customer Profile (ICP):
- Industry: Fintech, SaaS, E-commerce
- Company size: $10M - $500M in revenue, 50-5000 employees
- Geography: North America, Europe, Asia, Latin America
Buying Personas:
- CFOs: Cost savings, ROI
- CTOs: Integration, innovation
- Heads of Operations: Efficiency
- Procurement Managers: Reliability, cost-effectiveness

USPs:
- Cost Efficiency: Lower transaction fees by up to 30%
- Integration: Quick, seamless integration
- Scalability: Grows with your business
- Security: Robust data protection
- BNPL: Flexible payment options to enhance customer experience and increase sales
ICP Messaging:
- CFOs: "Cut costs and boost sales with Kriya’s BNPL"
- CTOs: "Enhance your tech stack with seamless integration"
- Heads of Operations: "Streamline processes and improve efficiency"
- Procurement Managers: "Reliable, cost-effective financial solutions"

Prospecting Channels:
- Email Campaigns: Personalized, segmented emails with BNPL success stories
- Cold Calls: Scripts focusing on immediate benefits and BNPL
- LinkedIn Outreach: Personalized messages to decision-makers, sharing relevant content
- Webinars and Events: Host webinars and sponsor industry conferences to showcase BNPL benefits
Scalability:
- Content Marketing: Develop blog posts, whitepapers, and case studies addressing specific pain points and highlighting BNPL benefits
- Social Media Engagement: Leverage platforms to share customer testimonials, infographics on BNPL advantages, and engage with industry-related discussions
- Referral Programs: Launch a referral program incentivizing current clients and partners to refer potential leads
- Account-Based Marketing (ABM): Customize messaging and campaigns for high-value target accounts

Client Cold Pitch Example:
- Introduction
- Value Proposition
- Context
- Questions to Follow
Qualifying Questions:
- Current Management
- Project Volume
- Coordination
- System Gaps
- Integration Needs

Execution Strategy:
- Planning Phase: Market Research, A/B Testing, Persona Development, and KPIs
- Implementation Phase: Email Campaigns, Cold Calls, LinkedIn Outreach, and Webinars and Events
- Optimization Phase: Weekly Review Meetings, Content Creation, and Feedback Loop
Optimization:
- Weekly Review Meetings
- Content Creation
- Feedback Loop

KPIs:
- Lead Volume
- Conversion Rate
- Engagement Rate
- Call Outcomes
Next Steps:
- Approve strategy
- Initiate pilot campaigns
- Call to Action: Approve the proposed strategy and kick-off the project