Digital Marketing Strategic Framework

Digital Marketing Framework

September 12, 2011

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

September 12, 2011

11:00 – 12:00 PM

Janet Jaiswal

Sr. Director of Global Product Marketing

Agenda

› Background

› Definition of digital marketing

› One possible framework

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.1 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.1

›What should I be doing?

› Lessons Learned

› Q&A

eBay

PayPalTealeaf

Janet’s background on products launched

Helped launch catalogs

functionality for buyers and sellers

(books, movies, music and games)

Launched the

PayPal Security

Key to

Launched a mobile

customer

experience

product globally

(Phase I) to online

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.2

Products Launched

PayPal

Infosys

Tech-nologies

TRUSTe

Key to

consumers and

merchants in 3

continents

(Phase I) to online

businesses

Launched a mobile and a

service provider data

privacy certification

service to online

businesses

Launched a mobile

product and a service

partnership with Cisco

globally to businesses

• 400+ Enterprise Customers; 30% of Fortune 100

• Increase website and mobile conversion and adoption rates

• Improve customer satisfaction and retention

Tealeaf - The Leader in Online

Customer Experience Management


• Reduce IT and Support costs

• Improve customer service efficiency

• Founded in 1999 and based in San Francisco, CA


Improving online customer relationships

one experience at a time

Select Tealeaf customers

RetailInsurance &

Financial ServicesTravel & Hospitality

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.4Note: Tealeaf only uses the names and logos of customers who have given us prior permission.

30%of Fortune 100

companies rely on tealeaf

Digital Marketing Planning Framework


Planning Framework



DevelopPlan

Execute Plan

Launch Monitor & Adjust

Requires $$$ to create awareness; Leverage consumer-focused Social media such as FacebookB2C

Ma

rke

tin

gP

ha

se

s

Product Strategy

Market Analysis

Strategic Tactical


Events and associations; Leverage business-focused Socialmedia such as LinkedInB2B

Encourage trials, endorsements from influential usersProduct

Use testimonials and metrics to prove valueService

http://www.pragmaticmarketing.com/Helpful resource:


DevelopPlan

Execute Plan


Ma

rke

tin

gP

ha

se

s

Product StrategyMarket

Analysis

Strategic Tactical

1. What need does the market have that your company can fill?2. Market size and growth rate


2. Market size and growth rate3. Buyer characteristics4. Competitive analysis5. Capabilities analysis


DevelopPlan

Execute Plan


Ma

rke

tin

gP

ha

se

s

Market Analysis

Strategic Tactical

1.Build/buy/partner2.Price

Product Strategy


2.Price3.Business case4.Product portfolio5.Release milestones6.Product positioning


Product Strategy


Ma

rke

tin

gP

ha

se

s

Market Analysis

Strategic Tactical

1.Product roadmap2.Positioning

DevelopMarketing

Plan

Execute Plan


2.Positioning3.Sales training4.Marketing plan5.Customer acquisition6.Lead generation7.Thought leaders


Product Strategy


Ma

rke

tin

gP

ha

se

s

Market Analysis

Strategic Tactical

1.Success stories, white papers, competitive

Execute Plan

DevelopMarketing

Plan


papers, competitive positioning

2.Sales collaterals & tools3.Presentation and demos4.Event support5.Support readiness6.Sales training


Product Strategy

Ma

rke

tin

gP

ha

se

s

Market Analysis

Strategic Tactical

1.Launch product/service/program2.Define metrics

DevelopMarketing

Plan

Execute Plan



2.Define metrics3.Develop dashboard4.Measure, measure, measure5.Review results & adjust6.Readiness for next phase

http://www.marketingsherpa.com/Helpful resource:

Leverage multiple digital marketing channels

Lead Generation / Online Marketing – email to install base, pay per lead campaigns, banner advertising etc.

Lead Generation / Online Marketing – email to install base, pay per lead campaigns, banner advertising etc.

Event Marketing – Exhibit or speak at trade shows, association meetings, and virtual events, regional /local eventsEvent Marketing – Exhibit or speak at trade shows, association meetings, and virtual events, regional /local events

Content Marketing – Develop white papers, technical briefs, case studies, studies and surveysContent Marketing – Develop white papers, technical briefs, case studies, studies and surveys

Partner Marketing – Co-market with partners to gain access to their customer base Partner Marketing – Co-market with partners to gain access to their customer base


Website Marketing – Analytics, product landing page, navigation, etc.Website Marketing – Analytics, product landing page, navigation, etc.

Sales Support & Tools – Battle cards, FAQs, pitch deck, Objection handling, data sheet, sales trainingSales Support & Tools – Battle cards, FAQs, pitch deck, Objection handling, data sheet, sales training

Social Media – test messages w/ online user community, engage users early & on an ongoing basis, woo influencer bloggersSocial Media – test messages w/ online user community, engage users early & on an ongoing basis, woo influencer bloggers

Partner Marketing – Co-market with partners to gain access to their customer base Partner Marketing – Co-market with partners to gain access to their customer base

Public Relations & Analyst Relations – target online publications and writers, meet with key analystsPublic Relations & Analyst Relations – target online publications and writers, meet with key analysts

SEO & SEM – Drive traffic to your website through keyword optimization and paid searchSEO & SEM – Drive traffic to your website through keyword optimization and paid search

Lessons learned the hard way

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.1313 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Seven Lessons learned

1. Obtain support within your organization

2. Beta or phase launch, where possible

3. Develop the right message

4. Be a good project manager


4. Be a good project manager

5. Identify what you want to measure

6. Do not ignore social media or mobile

7. Monitor and adjust strategy after launch

Lesson #1: Obtain support within your organization

Most non-Marketing functions also have a role that will help man making your marketing efforts a success

• Customer support – trained for customer inquiries?

• Executives – Can they communicate key messages to key customers and the press?

• Finance & Accounting – Are they prepared for new product


• Finance & Accounting – Are they prepared for new product lines, are invoices paid and

• Legal – Did they review agreements, MSAs etc?

• IT & Operations – are the systems prepared for entry of new products? Did they purchase new domains?

• Product – Is the product manager ready to assist with complex calls?

• Sales – Do they believe in the product/service and are they willing to sell it?

Lesson #2: Beta or phase launch, where possible

› A beta allows us to learn about the issues our customers face, what they value and how they view your product. You can also test key messages

›


› A phased launch reduces risk especially when launching a substantially new product or to a new target market

Lesson #3: Develop the right message

› The right message informs many of your marketing efforts and if done right makes the rest of the work easier.

› The wrong message causes confusion among


› The wrong message causes confusion among customers and users and reduces your marketing effectiveness

› Test it

› Test it again

Lesson #4: Be a good project manager

When executing a large or complex campaign or a go-to-market launch, good project management can reduce costly mistakes

�Develop a plan and meet regularly with stakeholders

�Hold stakeholders accountable


�Hold stakeholders accountable

�Use milestones to communicate status widely

� Identify critical milestones early so you know if your launch date will be impacted

Lesson #5: Identify what you want to measure

› If you don’t have measures in place, how will you know if you have been successful?

• # of mentions in key publications

• # of registrations from the site

• # of webinar attendees

User reviews/ratings


• User reviews/ratings

• # of followers, tweets etc.

• # of qualified leads

• $$ of sales won

› Good benchmarking sources:

• Marketing Sherpa

• Pragmatic Marketing

Know your mobile customers

Measure

• All online services (mobile apps, mobile web, desktop web, contact center, social media)

• Identify what you want to measure

– Key Performance Indicators› Acquisition?› Engagement and retention?› Monetization?

Measure


›

› Monetization?

Learn

• Understand your user base

• Listen to your customers

• Identify and eliminate customer struggle (not just site errors)

Optimize

• Refine goals, measure and improve performance of key services and make enhancements to remove customer struggle

LearnOptimize

Lesson #6: Do not ignore social media or mobile

Social media is time consuming and difficult to measure. If done right, it can lead to success

• For example, blogging can

– Establish your company’s thought leadership,

– Lead to increased website visits & registrations


– Lead to increased website visits & registrations

– Help you to stay up in your industry

– Power lead nurturing efforts.

Bad customer experiences are more dangerous than ever


78% of users who

encounter problems completing mobile transactions share those experiences with others


Lesson #6: Do not ignore social media or mobile

Mobile marketing is newer but an area where you can exert influence

• By 2014, more people will access the Internet through their mobile device than their desktop PC

• Mobile commerce will grow to $31B by 2016, up from $3B in 2010


$3B in 2010

• Opportunities exist with mobile web site, mobile app, SMS/MMS campaigns

Mobile Marketing Association has a certification program.

http://mmaglobal.com

Helpful resource:

Lesson #7: Monitor and adjust strategy after launch

› Despite the best planning, some adjustment will have to be made

• What is the feedback from Sales?

• How did campaigns perform against KPIs?


• How did the media respond?

• How did your best customers respond to your new product?

• What are your users saying on social media channels?

• Marketing is about trial and error; it is not an exact science so expect to iterate your digital marketing strategy

Digital Marketing StrategyKey takeaways for marketers

1. Create a plan before you start

2. Leverage multiple channels for greater success

3. Test, measure, monitor and


If you don’t, your competition will

3. Test, measure, monitor and adjust. Then do it again.

Thank You


Janet A. JaiswalSr. Director of Product [email protected]

Digital Marketing Strategic Framework

Business

tealeaf technology

marketing plan5

partner marketing comarket

product roadmap2

customer acquisition6

customer satisfaction

product portfolio

product positioning8