Multi-Channel Lead Generation Case Study: Driving Enterprise Adoption for a New AI SaaS Product
Building a 360° Go-to-Market Engine Across Market Research, Digital, PR, Sales, Channel Partners and Product Adoption.
76.2%
Opportunities Progressed to Trials / POCs
66.2%
Demo Completion Rate
45.6%
Demo-to-POC Conversion Rate
5 of 6
Organisations Showed Interest
Company Background
The client was a global AI SaaS company launching an AI-powered noise cancellation and speech enhancement product in India. The product targeted enterprises, hybrid workforces, contact centres, education institutions and professionals using virtual meeting platforms.
Mahanadaya was engaged to design a complete Go-to-Market strategy to support market entry, awareness creation, demand generation, sales pipeline development, channel partnerships and product adoption in a competitive SaaS category.
The Challenge
The product entered a crowded market where video conferencing tools, laptop manufacturers and competing software platforms already offered noise cancellation features. The client needed to solve four GTM challenges simultaneously: build market awareness, identify high-potential industries and buyer personas, generate qualified enterprise demand across India and convert campaigns, demos and partnerships into measurable adoption.
Market research across 500 organisations was used to validate demand, assess buyer readiness and identify CIOs, IT Heads and business unit leaders as the priority decision-makers for enterprise adoption.
The Solution
360° Go-to-Market Engine Approach to Execution
Market Research-Led GTM Planning
500 organisations across 9 industries were researched to validate demand, define priority sectors and build the GTM around industries where noise-free communication had the strongest business relevance.
Multi-Channel Demand Generation
The GTM integrated content marketing, SEO, social media, performance marketing, email automation, PR, influencer programmes, enterprise sales outreach, channel partners, retail activation and events into one connected system.
Enterprise Sales and Pipeline Strategy
A structured enterprise GTM motion was built covering demos, POCs, proposals, negotiations and direct outreach — focused on IT, contact centres, financial services, insurance, education and manufacturing buyers.
Feedback-Led GTM Optimisation
Customer conversations, demo feedback, product usage data and campaign analytics were connected to continuously refine the GTM plan and identify adoption barriers slowing conversion.
Business Impact
500
Organisations Researched Across 9 Industries
44
GTM Campaigns Executed
105
Enterprise Opportunities Generated
230
Demos Booked
80+
Trials and POCs Completed
12
Commercial Customers Acquired
1,002
Licenses Sold
4.5M+
PR and Media Reach Achieved
44,135
Website Visits Generated
45.6%
Demo-to-POC Conversion Rate
66.2%
Demo Completion Rate
3,000+
Social Followers Across Platforms
Services Delivered
Why This Model Works
This GTM model works because it does not depend on one channel. It combines market research, digital marketing, PR, content, SEO, direct sales, inside sales, channel partners, events and customer feedback into one connected growth system.
The model helped the client understand not only how many leads were generated, but also which industries were responding, which channels were converting, which product barriers were slowing adoption and which GTM actions needed to be scaled.
The Growth Edge
Mahanadaya created competitive advantage by building a GTM system that was both wide and deep. Wide because it used every relevant market channel — digital, PR, social, content, paid ads, email, telemarketing, direct sales, events, influencers, referrals and channel partners. Deep because it tracked adoption beyond awareness, including demos, POCs, opportunities, customers, licenses, downloads, activations, usage and product feedback.
This created a stronger, smarter and more scalable GTM engine for the AI SaaS launch in India.