Building a global business digital
marketing
Pradeep Chopra
Co-founder, OMLogic Consulting
www.omlogic.com

Whizlabs Software
“Global Reach from an Indian Beach”
www.omlogic.com

Whizlabs in 2000
• 3 People with no clue about Selling
• Rs 45,000/- (personal savings)
• Good Product for IT Professionals
• No Customer
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Whizlabs in 2005
“We don’t go anywhere, we reach everywhere!”
• One of the Global Leaders
• 1M Unique Visitors in a niche community
• Over 400,000 Users
• Customers in over 130 Countries
• Over 70 Enterprise Customers
• 95% Revenue from Outside India
• Yet, No Sales Team | No Visit Outside Delhi
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The Turning Point…
• Jan 10, 2001: Launched Java certification
product
• Jan 28: Sold online to someone in US for 25$
• August: Launched 2nd Product
• And Whizlabs started…
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Time to Sell
19
1
Days
-10 Pre-order
-30
2001 2002 2003 2004
Year
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Revenue Distribution
15%
5%
US
Europe
India
15%
Rest of the World
65%
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Key Corporate Customers
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Why global and what’s the
opportunity?
• Internet has created a level playing field,
independent of:
– Time
– Distance
– Capital
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Why global and what’s the
opportunity? ..contd
• 1st Billion Internet Users
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Our Learnings…
What Worked?
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What Always Works?
Understand Your Customer
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Let’s look at an example
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Top Line Grew by 25%
Old website New website
How?
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We Inquired
“Who is visiting our website?”
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What We Discovered?
• Professionals thinking “Why certification?”
Not talking to them
• Professionals thinking “Which certification?”
Not talking to them
• Professionals thinking “How to prepare?”
Not talking to them
• Professionals clear about everything. Now looking for specific
product.
Talking to them – but not clear
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Impact
• Loosing customers during trust building stage
• No relationship with customers
• Talking to a small % of potential customers
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What We Decided?
“Talk to customers at every stage in the sales cycle”
• Articles on “Why to certify?”, “Which certification is for
you?”
• Preparation guides for all certifications
• Revamped site navigation and user experience
Result: 25% increase in Revenue
www.omlogic.com

What Worked?
Pricing: Going Global, Staying Local
– Pricing Vs Quality
– Differential Pricing
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What Worked?
B2B Works
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What Worked? … contd
• Beyond Sales & Marketing
– Hiring
– Market Research
– Branding
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What Worked? … contd
• Organic Rankings: Localization
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What didn’t? … contd
• $/customer
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What didn’t? … contd
• Scale
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What didn’t? … contd
• Customer Engagement
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What didn’t?
• Communication (language)
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What didn’t? … contd
• Online +
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Marketing is Marketing
Business Strategy
Marketing
Promotion
(Product, Service or a Brand)
SEO SEM
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The Current Reality
Marketing
Online Marketing
Business Strategy
Promotion
(Product, Service or a
Brand)
Marketing
Marketing
SEO SEM
www.omlogic.com

Thank you!
Q&A
pradeep.chopra@omlogic.com
Presentation available at
http://www.omlogic.com/presentations.html
www.omlogic.com