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What is Nektar?

Nektar at its core is a data capture platform, that captures & creates contacts, and activities from inboxes, calendars, zoom, etc, and provides actionable insights. Say goodbye to manual data entry and siloed data. Nektar seamlessly integrates with your mailing system and salesforce, to ensure complete and accurate data. This unified data across GTM teams ensures you get the right signals on pipeline health.

Key capabilities of Nektar:

• Complete customer interaction data integration in your CRM
• AI-driven auto-association of data to Opportunities in CRM
• Unleashing dynamic buying committee intelligence
• Tracking buying committee engagement
• Monitoring job changes and company transitions

The best part? It requires Zero User Adoption.

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ICP:

Market Sizing

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How did we arrive at this:

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TAM:

Total # of salesforce customer = 229000

TAM $ value = Total # of salesforce customer * Nektar ACV ($25000)

SAM:

Total # of ICP Salesforce customers ( Geo: NA & Sales Team > 20) = 17,000 )

SAM $ Value = Total # of ICP Salesforce customers * Nektar ACV ($25000)

SOM:

Assumed a 5% market capture in SAM.

Source of the data: Amplemarket - Tool for prospecting & Reachouts {Nektar internal tool}

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Acquisition Experiments:

Our ICP is at a status quo wrt data accuracy in Salesforce. We need to educate the market on the business impact of data inaccuracy, like bad opportunity health signals, missed opportunities due lack of multithreading etc.

The acquisition cycle is not going to be very simple like, a website visit → Demo booked → Customer, unless the prospect is already problem aware and solution aware like the ICP SACG.

And since our ICP spends most of the time on Communities & Linkedin, I think these two would be the perfect channels to experiment at this point, along with Partnership as the ecosystem is relied on partners.

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Experiment #1: Community Sponsored Events:

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Acquisition Cycle:
Community Sponsored Event → SDR Reachouts → Demo Booked → Sales Cycle → Customer

Which community event should we sponsor?

Modern Sales Pros​

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Why MSP?

• Members include a mix of both personas RevOps & Sales - Faster Experiments within both
• Our Core competitors - People.ai, SetSail.co, Rattle are sponsors of various MSP events
• Our Peer companies (companies targeting similar ICPs) - Everstage is sponsoring 1 event every month

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Audience Breakdown:

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Potential Topics:

1. Is your GTM data ready for AI?
2. What’s the $ impact of CRM <> Data status quo?
3. Maximizing Sales Productivity → Impact of Buyer Engagement Data
4. Driving revenue predictability to the T with buyer engagement data

What do we get?

1. Confirmed registrations from ICP = 125
2. 1. ICP = Director & above titles ; Companies > 1000 employees
3. High Discoverability
4. 1. Place at the MSP sponsors table, right next to core competitors like “People.ai, Rattle, etc”
   2. Promotion in MSP newsletters
   3. Shout out from MSP social

How can we make this a success:

1. Post-event cadence needs to be tailored with what we spoke about
2. Commitment from the SDR team on # of meetings booked
3. Post-event gifting campaign for super enterprise leads eg. Atrium

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​Cost:

$6000/event

CPL: $48

CPMQL: $150

CPDemo: $600

CPOpp: $1500 (Assuming 10% MQL→ Opp conversion rate)

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Experiment #2: LinkedIn Ads

ROI Calculations:

LTV for Nektar = $25000(ACV) x 2(Min Contract Tenure) = $50000

Affordable CAC = $5000 (to get at least an ROI of 10)

Which ICP: ENT - RevOps & ENT - Sales

Why: With recent customer acquisitions we realised our PMF is strongest in enterprise companies and they have a high propensity to pay.

Approach:

Educate ICP with TOFU ads (Video) → Share thought leadership lead magnets (Ebook) → Conversational Ads to generate new meetings →SDR Reachouts to engaged accounts → Demo → Customer

Audience:

1. Upload list of strategic/named accounts on LI - Build a company-match audience
2. Narrow down the audience with the following attributes:

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Campaigns:

Ad Copies:

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Experiment #3: Partnerships

Who can be partners for Nektar:

1. Salesforce implementation agencies/partners
2. 1. Listed SFDC partners
3. Individual Salesforce consultants
4. 1. Vetrans who have spent their careers implementing or working on salesforce

How do we acquire these partners:

1. Salesforce implementation agencies/partners
2. 1. List of these partners is available on salesforce exchange
   2. Cold reach-out to them via emails
   3. Salesforce specific events (World Tour, Connect, Dreamforce etc)
3. Individual Salesforce consultants
4. 1. Salesforce specific events (World Tour, Connect, Dreamforce etc)

Partnership Model:

There can be 2 models:

1. Pay per Meeting based model
2. 1. We pay a flat fee of $1000 per meeting booked with right persona in their client base
3. Revenue Share per new customer
4. 1. We pay a revenue share after Nektar is implemented
   2. Current ACV for Salesforce implementation starts at $5000 min for MM & ENT customers, so we will need to atleast work on 10% of Revenue share with them. (We will incur a CAC of $2500 which is still good for us)

How will we drive the volumes?

For Pay per meeting model → The milestone for them is signing one big customer to get revenue share, so they will keep introducing us new customers

For Revenue Share Model:

We can set different monitory milestones:

1. After first 5 enterprise customers, increase the Revenue share to 12% per new customer
2. After 10 enterprise customers, increase the revenue share to 15% per new customer

Obviously, we will need to think through the % numbers, based on Ebitda

How will we make them succeed:

1. Regular Training on TalkTracks for different personas & objectives
2. Provide them with sales enablement assets
3. Share common objections and how to handle them
4. Sales Support from our side

Potential problems:

1. Partner attribution - We will use Nektar for Nektar to solve this 😅
2. Customer Churn in short time - Partner can be made accountable for this by sharing only realised revenue on monthly basis or keeping small window to pay partners

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