Digital Marketing Framework

September 12, 2011 11:00 12:00 PM Janet Jaiswal Sr. Director of Global Product Marketing

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

Agenda

Background Definition of digital marketing One possible framework What should I be doing? Lessons Learned Q&A

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

Janets background on products launched

eBay
Launched a mobile customer experience product globally (Phase I) to online businesses

Helped launch catalogs functionality for buyers and sellers (books, movies, music and games)

Tealeaf PayPal
Products Launched

Launched the PayPal Security Key to consumers and merchants in 3 continents

Launched a mobile and a service provider data privacy certification service to online businesses
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TRUSTe

Infosys
Technologies

Launched a mobile product and a service partnership with Cisco globally to businesses

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

Tealeaf - The Leader in Online Customer Experience Management

400+ Enterprise Customers; 30% of Fortune 100 Increase website and mobile conversion and
adoption rates

Improve customer satisfaction and retention 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

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

Select Tealeaf customers

Travel & Hospitality Retail Insurance & Financial Services

30%
of Fortune 100 companies rely on tealeaf
4 Tealeaf only uses the names and logos of and Proprietary. Note: 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidentialcustomers who have given us prior permission.

Digital Marketing Planning Framework

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

Digital Marketing Framework

Marketing Phases
Strategic Tactical

Market Analysis

Product Strategy

Develop Plan

Execute Plan

Launch

Monitor & Adjust

B2C B2B

Requires $$$ to create awareness; Leverage consumerfocused Social media such as Facebook Events and associations; Leverage business-focused Social media such as LinkedIn

Product Encourage trials, endorsements from influential users Service Use testimonials and metrics to prove value
Helpful resource:
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http://www.pragmaticmarketing.com/

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

Digital Marketing Framework

Marketing Phases
Strategic Tactical
Product Strategy Develop Plan Execute Plan Launch Monitor & Adjust

Market Analysis 1. 2. 3. 4. 5.

What need does the market have that your company can fill? Market size and growth rate Buyer characteristics Competitive analysis Capabilities analysis

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

Digital Marketing Framework

Marketing Phases
Strategic
Market Analysis

Tactical

Product Strategy

Develop Plan

Execute Plan

Launch

Monitor & Adjust

1.Build/buy/partner 2.Price 3.Business case 4.Product portfolio 5.Release milestones 6.Product positioning

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

Digital Marketing Framework

Marketing Phases
Strategic
Market Analysis Product Strategy

Tactical

Develop Marketing Plan

Execute Plan

Launch

Monitor & Adjust

1.Product roadmap 2.Positioning 3.Sales training 4.Marketing plan 5.Customer acquisition 6.Lead generation 7.Thought leaders

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

Digital Marketing Framework

Marketing Phases
Strategic
Market Analysis Product Strategy Develop Marketing Plan

Tactical

Execute Plan

Launch

Monitor & Adjust

1.Success stories, white papers, competitive positioning 2.Sales collaterals & tools 3.Presentation and demos 4.Event support 5.Support readiness 6.Sales training

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

Digital Marketing Framework

Marketing Phases
Strategic
Market Analysis Product Strategy Develop Marketing Plan Execute Plan

Tactical

Launch

Monitor & Adjust

1.Launch product/service/program 2.Define metrics 3.Develop dashboard 4.Measure, measure, measure 5.Review results & adjust 6.Readiness for next phase http://www.marketingsherpa.com/

Helpful resource:

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

Leverage multiple digital marketing channels

Content Marketing Develop white papers, technical briefs, case studies, studies and surveys Event Marketing Exhibit or speak at
trade shows, association meetings, and virtual events, regional /local events

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

Partner Marketing Co-market

with partners to gain access to their customer base writers, meet with key analysts

Public Relations & Analyst Relations target online publications and

Sales Support & Tools Battle cards, FAQs, pitch deck, Objection handling, data sheet, sales training SEO & SEM
Drive traffic to your website through keyword optimization and paid search

Social Media test messages w/ online user community, engage users early & on an ongoing basis, woo influencer bloggers Website Marketing
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Analytics, product landing page, navigation, etc.

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

Lessons learned the hard way

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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 5. Identify what you want to measure 6. Do not ignore social media or mobile 7. Monitor and adjust strategy after launch

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

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

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

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

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

customers and users and reduces your marketing effectiveness

Test it Test it again

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

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 Use milestones to communicate status widely Identify critical milestones early so you know if your launch date will be impacted

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

Lesson #5: Identify what you want to measure

If you dont 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 # of followers, tweets etc. # of qualified leads $$ of sales won

Good benchmarking sources:

Marketing Sherpa Pragmatic Marketing

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

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

Measure

Acquisition? Engagement and retention? Monetization?

Learn

Understand your user base Listen to your customers Identify and eliminate customer struggle (not just site errors)

Optimize

Learn

Optimize

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

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

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 companys thought leadership, Lead to increased website visits & registrations Help you to stay up in your industry Power lead nurturing efforts.

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

Bad customer experiences are more dangerous than ever

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

78% of users who

encounter problems completing mobile transactions share those experiences with others

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

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 Opportunities exist with mobile web site, mobile app, SMS/MMS campaigns
Helpful resource:

Mobile Marketing Association has a certification program. http://mmaglobal.com

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

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

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

Digital Marketing Strategy Key takeaways for marketers

1. Create a plan before you start 2. Leverage multiple channels for greater success 3. Test, measure, monitor and adjust. Then do it again.

If you dont, your competition will

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

Thank You
Janet A. Jaiswal
Sr. Director of Product Marketing jjaiswal@tealeaf.com

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