SAMPLE 1ST CONTINUOUS EVALUATION REPORT

Name: Sai Siddhant Panda Roll No. 20212061

Name of the company: Eduvanz Financing Pvt. Ltd.

Name of the business unit/ entity with location: Evolv Powered by Eduvanz, Bengaluru.

Topic: Market Research, Enterprise, and Database Building.

Faculty guide: Prof. Bhuwandeep Singh

Corporate guide: Shikhar Kotwal, VP of Business Team

List of materials reviewed:

Sl. Details of the materials such as research articles, book chapters, case studies, etc.
No.
1 Title: Modern Lead Generation in Internet Marketing for the Development of
Enterprise Potential.
Journal/ Book: Article
Author(s): Bondarenko, Svitlana
Laburtseva, Olena
Sadchenko, Olena V.
Lebedieva, Vira
Haidukova, Oleksandra
Kharchenko, Tetyana
Садченко, Олена Василівна
Садченко, Елена Васильевна
Year: 2019
Volume (Issue): 8(12)
Pages: 6
2 Title: Aligning marketing and sales in multi-channel marketing: Compensation
design for online lead generation and offline sales conversion.
Journal/ Book: Journal of Business Research
Author(s): Somnath Banerjee, Pradeep Bhardwaj
Year: 2019
Volume (Issue): 105
Pages: 293-305
3 Title: How to set up a database?—a five-step process
Journal/ Book: Journal of Thoracic Disease
Author(s): Alice Brembilla, Bérenger Martin, Anne-Laure Parmentier, Maxime
Desmarets, Pierre-Emmanuel Falcoz, Marc Puyraveau, and Frédéric Mauny

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 Year: 2018
Volume (Issue): 6
Pages: 176-195
4 Title: Lead generation strategy as a multichannel mechanism of growth of a
modern enterprise.
Journal/ Book: Marketing Instytucji Naukowych i Badawczych
Author(s): Świeczak Witold, Łukowski Wojciech

Year: 2016
Volume (Issue): 3(20)
Pages: 105-140
5 Title: Collecting data
Journal/ Book: Cochrane Handbook for Systematic Reviews of Interventions
Author(s): Tianjing Li, Jonathan J Deeks, Julian P.T. Higgins, James Thomas,
Jacqueline Chandler, Miranda Cumpston, Tianjing Li, Matthew J. Page, Vivian A.
Welch
Year: 2019
Volume (Issue): Second Edition
Pages:
6 Title: Unprecedented Transformation in the Education Sector of India Due to
COVID-19

Journal/ Book: Policies and procedures for the implementation of safety and health
education environments.

Author(s): Anand Jha, and Nisha Jha

Year: 2022
Volume (Issue):
Pages: 26
7 Title: Utilization of social media in sales lead generation
Journal/ Book: Master’s Thesis of Ville Kovisto
Author(s): Koivisto, Ville
Year: 2017
Volume (Issue):
Pages:
8 Title: Lead-generating social media strategies using the social media
performance model: The B2B connection
Journal/ Book: Journal of Digital & Social Media Marketing,
Author(s): Wilcox, Gary; Sussman, Kristen
Year: 2014
Volume (Issue): 2(1)
Pages: 70-79 (9)
9 Title: Good and bad market research: A critical review of Net Promoter Score

Journal/ Book: Applied Stochastic Models in Business and Industries

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 Author(s): Nicholas I. Fisher, Raymond E. Kordupleski
Year: 2018
Volume (Issue):
Pages:
10 Title: LinkedIn as a marketing tool for lead generation in b2b organizations:
defining a strategy for Pegasus consultancy
Journal/ Book:
Author(s): Reis, Beatriz Baptista
Year: 2019
Volume (Issue):
Pages:

Paper-wise review

Article-1.

Modern Lead Generation in Internet Marketing for the Development of Enterprise

Potential

In this article, the authors describe how the buying process has changed, and marketers need to
“

look for new ways to attract customers. Instead of reaching potential customers through mass
advertising and e-mail, or newsletters, marketers should focus on learning how to build ongoing
customer relationships. If a company does not have a clear strategy that will translate potential
customers into buyers, it will constantly lose the market and lose profits.

The authors give their thought on what are the requirements for effective lead generation and
attracting new customers

1. To analyze all existing indicators - how much it costs to attract a client, how much time is
spent attracting and keeping them happy, and what are the key metrics used to measure
success.
2. Make a profile of your target audience and include as much information about them as
possible - not only age and gender but also fears, pains, problems, goals, obvious and
hidden desires, favorite blogs, trusted media, etc.

In this article the authors convey how organizations can create leads through various lead
channels and drive them through the lead conversion funnel and also identify top challenges
for the lead generation process for developing enterprise potential which is as follows:

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 a) Generating traffic and leads
b) Proving the ROI of our marketing activities
c) Securing enough budget
d) Managing website
e) Identifying the right technologies for our needs
f) Targeting content for an international audience
g) Training our team
h) Hiring top talent
i) Finding an executive sponsor ”

Article 2

Aligning marketing and sales in multi-channel marketing: Compensation design for online
lead generation and offline sales conversion.

Here the authors are conveying that personal selling firms in corporate and retail marketplaces
typically spend a significant amount of their marketing expenditures on lead generation through
marketing agents and conversion by sales reps. However, due to the multi-channel attribution
problem, such a marketing-sales interface design has frequently been found to be ineffective. To
overcome the multi-channel attribution challenge, we employ analytical models to develop
effective sales compensation solutions. Contracts incorporating revenue incentives, lead
qualification, and sales autarky, according to the findings, leave a gap between the best and the
achieved profit due to budget balance, lead qualification costs, and the sales force's lack of
marketing specialty, respectively. Increased risk aversion favors sales exclusivity and lead
qualification contracts over revenue incentive contracts, whereas increased overall uncertainty
favors lead qualification. When uncertainty is moderate, a specific sort of contest or stack
ranking-based compensation yields the first-best profit.

Article 3

How to set up a database?—a five-step process

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In this article, the author has talked about how a database setup has a direct impact on the quality
“

and viability of research data and is thus an important component of clinical research quality.
Creating a high-quality database necessitates adhering to a stringent data-management
procedure. Too much information gathered jeopardizes the quality of the information needed to
meet the study's aims. As a result, the data that will be collected and maintained must be
carefully discussed and chosen. Case report forms (CRF) are the most commonly utilized
methods for collecting the data stipulated by the protocol. A well-structured and informative
document simplifies database construction and data validation.

The relevance of data standards and coding guidelines, as well as the choice of sequential or
thematic organization, content, and type of information that should be input, are key factors. The
final database must be structured with a unique ID for each patient and one record per subject or
metric. According to the database standards, detailed information must be provided for each
variable. The quality of the obtained data is directly tied to the quality of the outcomes. The CRF
should then be filled out as completely and accurately as feasible. The CRF completion
standards, the Edit Checks procedure, and the Data Clarification process all play a role in data
validation. Various open-source or commercial software packages offer all of the functionality
required to set up a clinical database and CRF.

The General Data Protection Regulation (GDPR) standardizes and strengthens personal data
protection across the EU, as well as for data from other countries "processed" within the EU.
Lawfulness, justice, and transparency are among the general principles, as are limited data usage,
data minimization, accuracy, limited storage, secrecy and probity, and accountability. .”

Article 4

Lead generation strategy as a multichannel mechanism of growth of a modern enterprise

This article refers to how to identify the opportunities that lead generation tactics bring to
modern businesses. It examines the essential components of this topic, demonstrating how
organizations’ significance changes, and how their worth effectively grows as a result of the
application of tools provided by processes that are an intrinsic part of lead generation. The article
explains the variables and procedures that influence the effectiveness of lead-generating

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initiatives. Lead generation strategy refers to the marketing process of involving and capturing
interest in a product or service to establish sales plans and, as a result, solicit new clients.

Lead generation is becoming an increasingly common demand-creation approach, which has a

significantly broader reach due to the multichannel distribution of the created message. Lead
generation helps businesses increase brand awareness, create relationships, and attract more
potential customers to fill their sales pipeline.

Article 5

Collecting data

This article review conveys the basic outlines of data collection that should be employed in
“

systematic reviews, such as data extraction straight from journal articles and other study reports.
The data gathered for a review should appropriately explain the included research, aid in the
creation of tables and figures, aid in the assessment of the risk of bias, and allow for syntheses
and meta-analyses. Review authors should get familiar with systematic review reporting criteria
to ensure that all essential components and sections are included. Structured data collecting
forms should be used for the systematic review of data gathering. In most circumstances, it is
preferable to collect summary data independently for each intervention group of interest and
enter them into software that calculates effect estimates. When summary data from each
intervention group cannot be provided, or when the findings of adjusted analyses must be used,
effect estimates may be accessed directly. ”

Article 6

Unprecedented Transformation in the Education Sector of India Due to COVID-19

This article review talks about how the education continued in India, the growth and role of ed-
“

tech start-ups during the COVID-19 pandemic, and addresses how the digital divide affected
online learning in the Indian context.

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The COVID-19 epidemic wreaked havoc on all aspects of human life, including schooling. The
Government of India imposed a lockdown to prevent the spread of new coronaviruses, forcing all
educational sites to close. The education system had never anticipated such an unexpected
circumstance, resulting in a massive discrepancy within it. Almost 32 crore youngsters in India
were unable to attend schools or universities. However, the teaching community responded
wisely by converting offline classes to online classes using various online tools and platforms to
assure the continuity of teaching-learning.

This chapter examines the essentials, role of ICT, government initiatives, implicit digital
opportunities, practical learning problems, changes in attitude, perception, behavior, thought
process of both learners and teachers, and the growth of Ed-Tech start-ups in India. Providing
financial solutions to those whose earning capabilities were affected by the pandemic with low-
cost EMI options to further pursue studies and grow to get better opportunities. ”

Article 7

Utilization of social media in sales lead generation

In this article, the author has conducted research to investigate how a case company uses social
media and how social media is used to assist a sales team in producing sales leads. The
theoretical section provides context for the actual study. The empirical investigation was carried
out in the form of a semi-structured interview. The CEO and Creative Director of the company
were interviewed.

According to the findings of this study, the case company is employing social media to showcase
case works and enhance brand awareness. The instance company uses four social media
marketing platforms, and the content shared is usually the same. The instance company lacks a
social media strategy in which content is planned for various channels and target groups inside
those channels. Strategic marketing is still in the works and will be refined in the future.

Marketing and strategy for social media The use of automation would benefit the organization by
recognizing prospects and leads. The data gathered would assist the organization in identifying
leads and discovering the interesting leads.

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Article 8

This article is conveying the use of social media has become an everyday activity for customers
“

all around the world during the last decade. Companies such as Facebook have revolutionized
the way brands and businesses plan and implement marketing strategies. This paper examines
the foundation for developing a successful social media engagement strategy in a business-to-
business (B2B) setting that results in sales via new leads and conversions. It describes the results
of a targeted content marketing strategy designed to generate sales through qualified lead
generation for an already saturated B2B tech market using a predictive multivariate statistical
model known as the social media performance model, in addition to the measurement process.

The direct association between social media output and behavior that results in new customer
acquisition distinguishes the model from other measuring methods and helps marketers
maximize the return on social media investment. Brand strategists may utilize the model's
outcomes to provide better messaging and drive desired behaviors while being more efficient in
meeting stated goals and achieving desired results. ”

Article 9

Good and bad market research: A critical review of Net Promoter Score

“ This article is intended for organizations who are interested in NPS (Net Prompter Score), are
contemplating implementing NPS in their firm, or are curious about its technological
foundations. It identifies and analyses the merits and flaws of NPS theory, as well as what may
be done to attain the objectives that NPS theory promised but did not provide.

The article is divided into two sections for two distinct audiences: executives and managers who
require customer data and information to make marketing decisions, and market researchers,
statisticians, and business analysts who are responsible for capturing and providing reliable,

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understandable, and meaningful customer data to the executives and managers who require the
information. As a result, the two portions are written in two distinct ways.

The first piece is a summary of our results and recommendations in language geared at business
leaders for managers and executives; the second half is a deep analysis and critical examination
of NPS for market researchers, statisticians, and business analysts. Both parts provide a better
answer than NPS for determining what consumers value, providing the best value to customers,
increasing market share, and developing loyal customers. ”

Article 10

LinkedIn as a marketing tool for lead generation in b2b organizations: defining a strategy
for Pegasus consultancy.

This article talks about a world where information technology is always growing and businesses
“

must constantly learn, new services such as IT Professional Services have begun to thrive. In a
highly fragmented market, small and medium-sized businesses are beginning to outperform huge
enterprises. Pegasus Consultancy (hereafter: Pegasus), a training, sales enablement, consultancy,
and office automation organization, operates as one of these firms to stand out and achieve
notice. However, circumstances such as the company's decreased dimension, a lack of accessible
cash, and a prevalent perception of marketing's inefficiency contribute to a troubling lack of
marketing skills required to thrive as an industry leader. Based on a short-term internship, this
project develops as a first attempt to address this issue, presenting Pegasus with a well-defined
social media strategy. Given how important lead creation is for business growth, and how
LinkedIn is regarded as the most effective social network for doing so, the project concentrated
on these two elements: lead generation and LinkedIn. The way Pegasus interacts with LinkedIn
as a lead provider is studied and placed into perspective with what authors regard to be its
optimum usage, using Smith's (2017) SOSTAC model and other works of reference in the
marketing sector that complimented Smith's theory.

Overall, the project intends to guide Pegasus on its first contact with a structured marketing
approach, demonstrating how valuable LinkedIn can be as a direct and indirect source of

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engaged customers. Hopefully, a new mentality that is more embracing of marketing efforts and
assigns greater value to social media will arise, not only with Pegasus but also with companies of
similar characteristics, which might refer to this study in the future. The contrast shows that the
organization understands how to take advantage of the platform's search capabilities since it
routinely uses it to locate prospects and new partners. Nonetheless, Pegasus does not have access
to all of LinkedIn's features when it comes to directly generate leads, spreading awareness,
engaging audiences, and driving traffic to its website. As a result, a strategy was developed to
optimize the platform's use, with objectives focusing on improving the performance of the
elements described above, a target that aligns with the company's business needs, and a set of
tactics that, through multiple actions that will be monitored over time, ensure that progressive
results are achieved. ”

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