1 SUMMER INTERNSHIP REPORT ON “A Study of Marketing Automation Tool for an effective, efficient and simplified Sales Cycle.” SUBMITTED BY Mr. Ameya S Kulkarni Roll No - 153 MMS (Marketing) Batch: 2014-16 Under the guidance of: Mr. Shravan Kadvekar Vivekanand Education Society’s Institute of Management Studies & Research, Chembur, Mumbai
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1
SUMMER INTERNSHIP REPORT
ON
“A Study of Marketing Automation Tool for an
effective, efficient and simplified Sales Cycle.”
SUBMITTED BY
Mr. Ameya S Kulkarni
Roll No - 153
MMS (Marketing)
Batch: 2014-16
Under the guidance of:
Mr. Shravan Kadvekar
Vivekanand Education Society’s Institute of
Management Studies & Research, Chembur,
Mumbai
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ACKNOWLEGEMENT
Mr. Ameya S Kulkarni
Roll No. 153
Course: MMS
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DECLARATION
I, Mr.Ameya S Kulkarni, student MMS – Semester II of Vivekananda Education
Society’s Institute of Management Studies & Research, Chembur, Mumbai, hereby
declare that, I have completed Summer Internship Project on “A Study of Marketing
Automation Tool for an effective, efficient and simplified Sales Cycle.” in
Harbinger Knowledge Products Pvt. Ltd. Company during the academic year
2014-16. The information submitted is true and original to the best of my knowledge.
Mr. Ameya S Kulkarni
Roll No -153
MMS (Marketing)
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PROJECT COMPLETION CERTIFICATE
To whomsoever it may concern
This is to certify that Mr.Ameya S Kulkarni of Vivekananda Education Society’s
Institute of Management Studies and Research (V.E.S.I.M.) has duly completed his
project as part of his M.M.S curriculum for 2014-16 at, Harbinger Knowledge
Products Pvt. Ltd. from May to June 2015 on “A Study of Marketing Automation
Tool for an effective, efficient and simplified Sales Cycle.” under the guidance of
Mr.Shravan Kadvekar.
Signature with Date
Designation
Seal of the company
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CERTIFICATE
This is to certify that Mr. Ameya S Kulkarni of Vivekananda Education Society’s
Institute of Management Studies & Research, Mumbai specializing in Marketing
has completed his Summer Internship Project on “A Study of Marketing
Automation Tool for an effective , efficient and simplified Sales Cycle.” in
Harbinger Knowledge Products Pvt. Ltd. company during the academic year
2014-16.
For VESIM
Prof. Sanjay Gajaria
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TABLE OF CONTENTS
Sr.No. Chapter Name Page Number
1 Executive Summary 7
2 Industry Analysis 8
2.1 Customer Profile 8
2.2 Supplier Profile 8
2.3 Competitor Profile 8
2.4 Industry Financials 8
2.5 Challenges faced by the industry 9
3 About the Company 11
3.1 Mission and Vision 11
3.2 Products 12
3.3 Location 17
3.4 Harbinger Group Leadership 18
3.5 Awards 20
4 On job training 21
4.1 Introduction to Marketing Automation Tool –
Callidus Cloud
21
4.2 Database Management 21
4.3 Email Automation 22
4.4 Reporting and Feedback 42
4.5 Skills Acquired 45
5 Data Collection 49
6.1 Conclusions 51
6.2 Recommendations 51
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1. Executive Summary :-
Marketing Automation helps you in creating surveys. You can create collateral
such as websites and brochures. You can build campaigns for email, mailshots
, advertising, public relations, and so on. In many of the systems that are
available you can personalize these campaigns to a highly granular level. You
can use these systems to capture information on what your prospects and
customers are doing, be that the pages of your site they visit, form data they
fill in, events they attend, collateral they read, and so on. Set your campaigns
up, and the systems will put them into action, either all in one go, or on a drip-
feed basis, as required. Many can even amend timing and volume dependent
upon results. Lead scoring, nurturing and allocation is a central part of
marketing automation technology. Most systems integrate with CRM
applications allowing both marketers and sales people to manage leads
through the pipeline. Many systems also include some aspect of resource
management. Accountability is key, and these systems all offer a suite of
reports across a range of metrics, and so allow you to demonstrate return on
investment. Not only that, but you can quickly compare the performance of
different campaigns against each other allowing you to adapt and improve all
the time. Almost without exception these marketing automation technology
solutions are hosted in the cloud, so that users can access their marketing
campaigns whenever and wherever they have an Internet connection. This also
means that set-up costs are reduced as there is no expensive software to
purchase, and that the company does not need to allocate space on its system
to host the program. Another important issue is reporting. Each vendor offers
its own range of reports and so it is important for you, the buyer, to explore
these carefully, ensuring that the system you choose gives you the information
you need to be sure that your campaigns are working as well as possible.
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2. Industry Analysis
2.1 Customer Profile –
Customer profile of e-learning industry can range from Educational
Institutions to Big corporate where focus is kept for grooming and
nurturing of the students and staff members. All types of Institutions and
organizations where Physical training or physical involvement is not
necessary fall or is required in a limited profile is the customer profile of
the E-learning industry.
2.2 Supplier Profile –
Supplier profile of the E-learning industry is solely supporting IT industry.
E-Learning industry is the part of IT industry and which relies on IT
industry only for its supplies. Though the customer base is pan industry.
2.3 Competitor Profiling –
Competitors of the E-Learning Industry are the traditional teaching
institutions. The extra aspect of traditional physical education system is the
only competitor to the E Learning industry but many organizations and
institutions are building up symbiotic mechanisms and systems for
collaborative use of e-learning and traditional physical education.
2.4 Industry Financials –
E-Learning industry is one of the fastest growing industries. E-Learning
market will show fast and significant growth over the next three years. The
worldwide market for Self-Paced E-Learning reached $35.6 billion in
2011. The five-year compound annual growth rate is estimated at around
7.6% so revenues should reach some $51.5 billion by 2016. A definition of
Self-Paced Learning is Education in which learners study at their own
pace, without a fixed starting date or regularly scheduled assignment
completion dates in common with other students enrolled in the same
program. However, there may be a fixed overall completion timeframe.
While the aggregate growth rate is 7.6%, several world regions appear to
have significantly higher growth rates. According to recent regional
studies, the highest growth rate is in Asia at 17.3%, followed by Eastern
Europe, Africa, and Latin America at 16.9%, 15.2%, and 14.6%,
respectively. According to Ambient Insight, the packaged content market
will reach $38.3 billion by 2016.Revenues from the sale of E-Learning in
Asian E-learning market reached $5.2 billion in 2011 and are expected to
more than double to $11.5 billion by 2016. The vast majority of these
revenues will be generated from the sales of packaged content.
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2.5 Challenges faced by the Industry –
1. The lack of learners’ motivation.
One of the most common eLearning challenges that eLearning
professionals must overcome is an overall lack of learner motivation. It might
stem from learners who aren't enthusiastic about the content or aren't
interested in the subject matter. To overcome this hurdle, it's important to
make the eLearning course as engaging and inspiring as possible. Even topics
that are dry or boring have the potential to become exciting and effective if
you know how to make them relevant and interesting for your learners.
Scenarios, eLearning games, and videos are great ways to achieve this. All of
these give learners the opportunity to immerse themselves within the subject
matter, rather than just reading about it.
2. The busy schedules of the learners.
In this day-and-age, it seems that everyone is running short on time. There
aren't enough hours in the day, and there isn't any room in the schedule for
learning. Many people are hesitant to take an eLearning course because they
think that they won't be able to go at their own pace or that it will require a
great deal of their time. You can overcome this by ensuring that your
eLearning course is in bite-sized chunks that they can access whenever and
wherever your learners are ready to learn. You should also avoid lengthy text
blocks or cluttered pages within your eLearning modules. By doing this, you
give them the chance to more effectively acquire and retain information,
thanks to the fact that they have a direct say in how much or how quickly they
are exploring the content. Keep in mind that these learners are on-the-go, and
don't have a lot of time to devote to the eLearning experience. As such, you'll
need to grab their attention from the start with visually compelling graphics
and images, and keep them engaged with multimedia elements which deliver
key pieces of information clearly and concisely.
3. The belief that learners should be tech savvy.
Not all of the learners are going to have the latest and greatest tech gadgets,
nor all learners are going to be “tech savvy”. And the truth is that there is no
reason to be! This perception is yet another eLearning challenge. However,
this can be overcome by ensuring that your eLearning course is available on a
wide range of devices and platforms, and that it is in fact easy to navigate.
Your eLearning deliverable should also be free of any multimedia elements
that may be difficult to use, or those that can't be controlled by the learners
conveniently. For example, you shouldn't include a video that the learners
cannot pause or adjust the volume, regardless of whether they are watching it
on their laptop or mobile phone. In short, keep things simple, but meaningful,
when integrating multimedia into your eLearning course, so that you appeal to
a broader learning audience.
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4. The belief that eLearning offers no support.
It is a general misconception that eLearning courses offer no support for their
learners. In fact, this belief prevents many individuals from enrolling, even if
they are highly motivated to learn and have the time to do so. To overcome
this eLearning challenge, be sure to have a solid support system in place for all
of your learners. Offer them an FAQ that can help them remedy any common
issues, and email or instant message support for more complicated questions
or concerns. It's also a good idea to encourage peer collaboration. For
example, you can set up a forum where learners can collaborate with one
another if a problem arises, or divide the learners into groups and ask them to
give feedback. Let them know that working on their own doesn't mean that
they don't have access to support when they need guidance or advice. Bear in
mind that one of the most significant advantages of eLearning is that you can
work at your own pace, while still being able to benefit from the experience
and skills of your online peers, even if they happen to be in other regions of
the world.
5. Learners can't see the real world implications of the
eLearning course.
Sometimes a learner is not able to see the value or benefit of the eLearning
course, and especially how the subject matter is going to help him/her in the
real world. For learners to become truly engaged in the overall eLearning
process, they have to be aware of how the content is going to translate in real
world settings. Even the most informative eLearning courses aren't going to be
effective if learners aren't made aware of how the material can help to improve
their lives, either personally or professionally. To tackle this eLearning
roadblock, you may want to integrate simulations or eLearning scenarios that
help the learner to see how they can apply the information they've learned in
real life. You can also offer them real world examples, or group collaboration
projects that are based around problems or issues they might encounter
regularly outside of the virtual classroom.
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3. About the Company
3.1Vision and Mission –
Serving Global Customers with our Award Winning Software Products and
Services
Core values of Harbinger Group
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3.2Products –
1. Raptivity - http://www.raptivity.com/
Raptivity is a finely crafted interactivity builder that offers a rich collection of
190+ templates for creating eLearning interactions, quick and easy, absolutely
without any programming. The templates range across varied categories like
games, simulations, brainteasers, interactive diagrams, virtual worlds, and
many more. Using this tool is as simple as picking up an interaction template
and customizing it with your content. Raptivity outputs to both Flash and
HTML5 formats and can be tracked using xAPI, SCORM/AICC standards.
You could use the output standalone or in conjunction with Raptivity Linker,
Authoring Tools or Learning Management Systems (LMS).
Benefits –
Do-It-Yourself Interface
Raptivity boasts of a simple, refreshing and intuitive user interface
which promises a great and fulfilling user experience.
Quick and Easy Customization Raptivity allows you to completely customize any interaction model
and mould it the way you need it. All this without any programming.
The customization process is really quick and easy.
Multiple Publishing Options
Raptivity lets you publish all your interactions in both Flash and
HTML5 formats, thus making it the ideal tool for both eLearning and
mLearning. For HTML5 publishing, Raptivity also lets you publish a
single interaction in different sizes to suit different mobile devices.