Event Led Growth project | Mandaala

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Event Led Growth project | Mandaala

Elevator Pitch⚡:

Corporate gifting is a powerful way to appreciate employees, clients, and partners, but for HR teams in large companies, it's often a logistical nightmare. The complexities of selecting gifts, securing stakeholder approvals, ensuring timely deliveries, maintaining product quality, managing inventory, and collecting employee data make the process overwhelming.

Mandaala revolutionizes corporate gifting by automating the entire order-to-delivery workflow. Our platform offers an extensive range of high-quality products and integrates seamlessly with your existing systems, simplifying inventory management and employee data collection. With our intuitive tech platforms, HR teams can easily execute the programs, track shipments, and ensure on-time deliveries, making the entire process hassle-free.

Trusted by over 600 leading brands, including Capgemini, Infosys, Dr. Reddy's, and EY, Mandaala is the ultimate solution for efficient and impactful corporate gifting.

Mandaala has 5 different modules to automate the gifting needs at the different stages of an employee lifecycle:

Onboarding module: Simplify the onboarding process with automated onboarding kits, ensuring new hires feel welcomed and valued from day one.
Celebration module: Effortlessly celebrate important milestones like work anniversaries, birthdays, long service awards, festive occasions, and annual days, enhancing employee satisfaction and engagement.
Brandstore: Create your own in-house Amazon or Flipkart with company-branded merchandise. This module supports employee engagement, team and event buying, and running R&R programs, making it easy to maintain a strong brand presence.
GiftCard: Choose from over 600 brands listed on our platform, allowing employees to select their preferred gift cards using points assigned by their managers or the company, providing a personalized and appreciated reward experience.

and
Activation module: Empower your marketing team to automate their marketing collateral printing requirements, ensuring consistent and timely delivery of branded materials for all your campaigns.

Mandaala's readiness for ELG (Event-Led Growth)🤺:

Litmus Test	Metric	Value
Test 1	Primary Market & Pricing	Large Enterprises = 2500+ employee size, Low volume High ARPU, ACV = $30k
Test 2	Value Prop	Mandaala streamlines the operational challenges faced by HR and Marketing teams in large enterprises by automating the entire workflow for printing and distributing company-branded merchandise.
Test 3	Sales Process	Sales Cycle: 5-6 months Funnel: 100 leads ➡️ 70 opportunities ➡️15 won (20% win rate)

Step 1: The objective of the event

Market	India
Goal	1000 contacts
Goal Tenure	6 Months
Leads Target	100
Pipeline	$2mn
Revenue	$400k

Event Type: Growth Stage Event

Mandaala already has 600+ customers including the likes of Infosys, Capgemini, Asian Paints, Dr. Reddy's, JLL and EY.

Mandaala's major customers are from HR teams but within the HR team, they have the opportunity to penetrate the Employee Experience team, Total Rewards/R&R team, and Admin team.

Along with the HR team, Mandaala also targets the Marketing team to automate their need for event gifting and marketing collateral printing.

Mandaala team needs to solve for user retention and growth within the same team or cross teams.

Major tasks for the Mandaala team:

1. Account penetration/expansion
2. Solve for differentiation
3. Cross-sell/Upsell

Event Type: Growth stage event

Step 2: Design the event structure

a. IAP (Ideal Attendee Profile):


Company Size	2500+ employees
Stage	Matured
Profile (Buyers)	CHRO, VP-HR, Head- Talent Management,
Profile (Influencers)	HRBPs, HR Onboarding team, Admin Manager
Stage of the buyer	Solution aware/Evaluation stage

- Talk to the sales team to identify their accounts at the quoted and the negotiated stage for this quarter and key prospects for the next quarter and invite them to the event.

- Invite top customers (Hanna Abraham, Lead-Employee Relations, Infosys & Shilpa Kukreja, Associate Director - Talent, EY) to evangelize the Mandaala solutions.

b. Conversation Themes:

Event Organizer	IAP	Trends in IAP's life	Problems of IAP	Career goals of IAP	Skills of IAP
Mandaala	HRBP/HR Manager	Setting the Hybrid work model for cross-team collaboration	Talent Retention amid global layoffs	Accelerating from HRBP ➡️ Director HR	Improve employee NPS
Understanding the role of automation and Generative AI in the HR function	Solve for the gifting & rewards program execution		Employee retention CRM
Navigating the Change Management	Solve for diversity, equity and inclusion (DE&I)		Build an effective employee rewards system

Hypothesis: If we pick Future-Ready HR: Leveraging Automation for Smarter Employee Gifting as a topic then the attendees will realise that they need to automate the employee gifting/rewarding workflow resulting in a future pipeline because they'll think of Mandaala when they want a solution.

c. Protagonist (Speaker):

Profile Selection Criteria:

Subject Matter Expertise
Hierarchy
Professional/Personal Brand
Do they align with our value prop?
Have they already solved the problem we want to solve?

Finalized Speaker	Can they speak on the topic?	Will we get organic distribution if they share on socials?	Are they a potential customer in the sales pipeline?	Will my IAP come to listen to them?	Can they achieve event objective wrt to IAP?	Are they: Trusted, Power-user, Thought Leader?	Score
Aarti Srivastava CHRO, Capgemini	Yes	Yes	Already a power user (Objective: retention)	Yes	Maybe	Power-user	5/6
Avani Prabhakar, Global Head of Talent & HR, Atlassian	Yes	Yes	Yes	Yes	Yes	Thought Leader	6/6
Archana Bhaskar, CHRO, Dr. Reddy's	Maybe	Yes	Already a user but using only one module (Objective: upsell)	Yes	Yes	Trusted and Thought Leader	5.5/6

Finalized Speaker

Can they speak on
the topic?

Will we get organic
distribution if they
share on socials?

Are they a potential
customer in the sales
pipeline?

Will my IAP come
to listen to them?

Can they achieve
event objective
wrt to IAP?

Are they: Trusted,
Power-user, Thought
Leader?

Score

Aarti Srivastava
CHRO, Capgemini

Yes

Already a power user
(Objective: retention)

Yes

Maybe

Power-user

5/6

Avani Prabhakar,
Global Head of Talent &

HR, Atlassian

Yes

Thought Leader

6/6

Archana Bhaskar,
CHRO, Dr. Reddy's

Maybe

Yes

Already a user but using
only one module
(Objective: upsell)

Yes

Trusted and Thought
Leader

5.5/6

d. Format of the event: Virtual Conference

e. Logistics:

1. Landing page: Event details on the top with a focus on the speakers and key attendees, Topics of the virtual conference,

Copy
Registration form: Name, email, designation
Payment gateway: Keep a minimal fee to depict it as a premium event
Tool: Zoom

Step 3: Solve for attendee + speaker outreach

What do we want to solve for the Speaker: Social Capital + Opportunity

Outreach Email:

Hi {CHRO Name},

This is Bharath, National Sales Head at Mandaala. I am thrilled to extend an invitation to you to join us as a distinguished speaker at our upcoming virtual event, "Future Ready HR: Leveraging Automation for Smarter Employee Gifting.

This conference is set to take place on June 25, 2024, and will attract over 1,000 HR professionals, talent management teams, and company founders. The idea is to showcase your expertise and position you as a thought leader in front of an engaged audience.

Your insights and experience would be invaluable in driving these discussions forward. The conference will last for 3 hours, and your participation will significantly enrich the dialogue.

We deeply value your continued support and the use of Mandaala at [Company Name]. Your contribution as a speaker would be a testament to our ongoing partnership and shared vision for the future of HR.

Let's speak this week? If you prefer, here's my calendly link.

Best regards,
Bharath B N

Ripple Effect:

Social Announcement: Announcement on LinkedIn and Twitter from the company page, employees, and speakers' accounts.

Upon registration, the attendees should see a LinkedIn button and upon clicking on the button their LinkedIn account should open with a pre-design post for them to announce that they're joining this event.

Email Announcement: All the prospects of the sales team should be emailed with the event details at least 45 days in advance and then follow-up with the registration timeline and details about speakers and key attendees.

Emails should be followed by calls by the pre-sales team.

Existing customers should receive one-to-one invitations.
Referral Distribution: All the confirmed attendees will receive an email of registration confirmation with a request to recommend same-hierarchy professionals in their network.

Upon no response over email in 3 days, the pre-sales team will call and thank them for the registration and ask for the referral.
Partner-led Distribution:

What other products do our customers interact with?	Darwinbox	Xoxoday	VantageCircle	Multiplier
How frequently do they interact with them?	High	Medium	Medium	High
How important are those interactions?	High	Medium	Medium	Low
Can our product add value to those interactions?	Maybe	Yes	Yes	No
How many new use cases/customers can we get?	Medium	High	High	Low

Benefits to the partners:

1. Social Media Collaboration, 2. Speaking Opportunity, 3. Content co-creation, 4. Cross-promotion opportunity, 5. Surveys/Polls on partner products

Ideal Partner Profile:

Mutually Beneficial + Aligns to the upside of this event ➡️ Xoxoday or VantageCircle

Step 4: Design for register ➡️ attendee funnel


Outer Circle	Topic	Future-Ready HR: Leveraging automation for smarter employee gifting
	Speakers
	Belongingness	Focus on solving the key challenges faced by the HR fraternity, respect for their dedication to innovate
	FOMO	No recordings of the event
Middle Circle	Access	Redeem a personalized gift using Mandaala celebration module and share the feedback on the order-to-delivery workflow
Inner Circle	Incentive	Q&A and breakout rooms with the speakers

Logistics for the outer circle:

On the event page	Direct Channels	Social Channels
Speaker details	Email drip campaign	Attendees' posts on Linkedin/Twitter
Event day schedule details	Calendar invites	Previous events' glimpses
Event Countdown	Whatsapp reminders	Event day actual screenshots and brief posts about key discussions
Key attendees details

Step 5: Design the event day

Pre-event act (T-15 mins)

An email/WhatsApp reminder to all the registered attendees
Music to engage the attendees
Engage the audience in the chat (Intro/company name/city)

Opening act (15 mins)

Welcome note to the speakers, attendees & sponsors
Character building of the speakers (reasons why they're awesome)
Reiteration of the event schedule & topics

Middle act (90 mins)

Problems with the manual execution of the R&R and gifting activities (a discussion between host Milap Shah, Mandaala co-founder, and Aarti Srivastava, Capgemini CHRO)
Implications of the same (delay in delivery, unhappy & unsatisfied employees, bad name to the company and HR function)
Story: How Capgemini planned to bring 1.5L employees back to office after COVID-19 by using gifting automation (by Aarti Srivastava, Capgemini)
Shaping the future of HR using innovative technologies (by Avani Prabhakar, Atlassian)
Gifting Automation: A need of the hour for talent management (by Archana Bhaskar, Dr. Reddy's)
Keynote by Sumit Khandelwal (CEO, Xoxoday) on automation of rewards, incentives and loyalty points
Host/Moderator of the event to summarise the benefits of gifting automation

Re-energizing act (30 mins)

Breakout rooms
Speed networking
Ice-breaking activities

Final act design (30 mins)

"Think" - Q&A and Interactive session between speakers and the attendees
"Demo"- Ask the audience the problem they face in running the R&R/gifting programs and demo how it can solved by the automation
"Apply" - Attendees will share the inputs to add more features to the current solution to make it more inclusive

Closing act design (15 mins)

Show a QR code for attendees to scan and redeem the personalized gift
Thank the speakers with a small gift as a token of appreciation.
Thank the attendees and display your contact information if someone wants to reach out for the demo

Step 6: Tie-back objective vs Post-event funnel

Post-event actions:

A thank you email to all the attendees for attending the event and to check if they're interested in the demo of any of the Mandaala modules. Place a calendly link or button in the email to book the demo.
A call by the pre-sales team to take feedback on the flow of the gift redemption and check if they're interested in the demo of any of the Mandaala modules.
A blog post on the Mandaala website.
7-8 social media posts, one for each topic of the event and some with random discussion pics.

Post-event Metrics:

#users attended vs registered for the event

#users referred other attendees

#users redeemed the gift using the portal

#users booked the demo