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
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.3
• Reduce IT and Support costs
• Improve customer service efficiency
• Founded in 1999 and based in San Francisco, CA
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
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
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Planning Framework
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Digital Marketing 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
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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:
Digital Marketing Framework
DevelopPlan
Execute Plan
Launch Monitor & Adjust
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
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.7
2. Market size and growth rate3. Buyer characteristics4. Competitive analysis5. Capabilities analysis
Digital Marketing Framework
DevelopPlan
Execute Plan
Launch Monitor & Adjust
Ma
rke
tin
gP
ha
se
s
Market Analysis
Strategic Tactical
1.Build/buy/partner2.Price
Product Strategy
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2.Price3.Business case4.Product portfolio5.Release milestones6.Product positioning
Digital Marketing Framework
Product Strategy
Launch Monitor & Adjust
Ma
rke
tin
gP
ha
se
s
Market Analysis
Strategic Tactical
1.Product roadmap2.Positioning
DevelopMarketing
Plan
Execute Plan
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.9
2.Positioning3.Sales training4.Marketing plan5.Customer acquisition6.Lead generation7.Thought leaders
Digital Marketing Framework
Product Strategy
Launch Monitor & Adjust
Ma
rke
tin
gP
ha
se
s
Market Analysis
Strategic Tactical
1.Success stories, white papers, competitive
Execute Plan
DevelopMarketing
Plan
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.10
papers, competitive positioning
2.Sales collaterals & tools3.Presentation and demos4.Event support5.Support readiness6.Sales training
Digital Marketing Framework
Product Strategy
Ma
rke
tin
gP
ha
se
s
Market Analysis
Strategic Tactical
1.Launch product/service/program2.Define metrics
DevelopMarketing
Plan
Execute Plan
Launch Monitor & Adjust
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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
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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
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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
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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
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• 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
›
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› 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
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› 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
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�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
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• 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
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›
› 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
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– 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
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78% of users who
encounter problems completing mobile transactions share those experiences with others
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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
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$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?
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.25
• 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
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.2626 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
If you don’t, your competition will
3. Test, measure, monitor and adjust. Then do it again.
Thank You
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Janet A. JaiswalSr. Director of Product [email protected]
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