SlideShare a Scribd company logo
B2B LinkedIn
Marketing Strategy
Ambika Gaur | 15050143004
About Nagarro
Nagarro is a custom software
development and business
consulting company that
provides business consulting
and technology services to its
clients. It is headquartered in
San Jose, California and has
its primary development
center in Gurgaon, in the
National Capital Region of
India. Since 2011, Nagarro is a
subsidiary of Allgeier
Nagarro’s LinkedIn Page
Analysis
What is the company doing currently?
Nagarro’s LinkedIn
▸ 56,314 followers
▸ No regularity in posting content
▸ Mostly inactive- posts once a month
▸ Content is sourced from Nagarro blog and
website(articles)
▸ No sponsored content
▸ No careers tab
B2B Digital Marketing Strategy
Brief Overview of
Competitors
What are others saying?
Nagarro’s competitors in IT Service & Consultancy
-Polaris and Mindtree
▸ Mindtree- 1,34,547 followers, Polaris- 3188
followers
▸ Active presence- daily posts
▸ Mindtree focuses on thought leadership through
content marketing
▸ Polaris shares content to target prospects and
clients
B2B Digital Marketing Strategy
B2B Digital Marketing Strategy
Goals for LinkedIn
Why do we want to promote our business on
LinkedIn?
Setting goals and objectives for LinkedIn marketing
campaign
Goals
▸ Building brand awareness with a professional presence to
establish Nagarro’s expertise in ITes industry
▸ Developing the business by connecting with clients and
prospects and promoting Nagarro as a service provider
Objectives
▸ To increase sales enquiries or conversions from LinkedIn by
10% within next three months
▸ To increase engagement with status updates by 25% in next
quarter
LinkedIn Strategy
Our approach to marketing on LinkedIn.
Includes platforms, tactics and KPIs
KPIs to be tracked during the campaign
Metrics used to determine how Nagarro is performing against its objectives.
▸ Hard KPIs : Easily quantifiable metrics which measure the following
▹ Engagement
▹ Leads
▹ Conversions
▸ Soft KPIs : Intangible indicators that measure brand value, difficult to
quantify
▹ Heightened brand awareness
▹ Increased visibility
▹ Relationship building
Platform 1: LinkedIn Company Page
Organic + Sponsored Content tactics and KPIs for Nagarro’s current
LinkedIn page.
Goals covered - Brand awareness and lead generation
Sharing relevant content to attract leads and
nourish existing relationships
Content to be shared
▸ Original articles from Nagarro blog/website to build credibility. Example-“Being
Omnichannel is being Omni-agile”
▸ Latest news from the industry and current technology developments to capture
attention.Example- “Future of t the Latest Blockchain Technology”
▸ Information related to offline events and webinars to attract prospects and clients
Example- “Join webinar on Enterprise Agile Management Systems for better
organizations”
▸ Customer narratives and testimonials to display professional expertise and build
credibility.
Example- “CEO,Mitsubishi Chemical USA talks about Nagarro’s SAP services”
▸ Success stories of existing clients in the form of case studies/videos to get leads
Example- “How Lufthansa benefitted from Nagarro’s automation services”
▸ Creation of Nagarro showcase page to promote individual speciality services
[Content in the form of text, video, image, podcasts, infographics to be shared]
Key Performance Indicators for the tactics
▸ Page followers
▸ Post clicks
▸ Engagement-Likes, shares, comments
▸ Impressions
▸ Inquiries and leads
▸ Webinar/event registrations
▸ Video views
Platform 2: Slideshare(LinkedIn)
Content tactics and KPIs for building a slideshare presence for
Nagarro from scratch.
Goals covered - Lead generation, brand awareness
A creative way to present tactical content using
slides and videos to generate leads
Content to be shared
▸ Short videos about the company’s introduction, mission, work culture, etc.
Example-“Nagarro’s delivers the promise of bringing agility in work culture”
▸ How-To guides and facts about various technology related topics to help people
(prospects/clients) in need for solutions
Example- “10 Facts About cloud client management softwares”
▸ Industry trends in the form of infographics
Example- “IT solutions changing over time: Infographic”
▸ Interviews of influencers and industry bigwigs to gain traction from their followers.
Example- “What does Fred Kennic predict for SAP solutions in 2016”
Leads
▸ LinkedIn autofill lead capture form in the end of the slides to convert interested
readers into clients
Key Performance Indicators for the tactics
▸ Followers
▸ Impressions
▸ Engagement-Likes, shares, comments
▸ Actions- Downloads, embeds,views
▸ Inquiries and leads
Platform 3: LinkedIn Pulse
Tactics for LinkedIn Pulse
Goals covered - Brand Awareness
Long-form content to engage audiences and build
credibility
Content to be shared
[From the LinkedIn profile of top managers and CXOs of Nagarro.]
▸ Industry related news and trends
Example-“This is Just a Beginning for Enterprise Solutions in the Country”
▸ Opinions on technology changes, news and other relevant topic to be the voice of
the company
Example- “This is Why I Believe BlackChain Has a Potential in India- Manas
Fuloria-CEO Nagarro”
▸ Cross sharing of these Pulse post through official Nagarro account
▸ Links in articles to download entire ebooks on various tech topics
Key Performance Indicators for the tactics
▸ Engagement- likes, comments, shares
▸ Post Views
▸ Follows
▸ Profile views
Platform 4: LinkedIn Groups
Tactics for LinkedIn Pulse
Goals covered - Brand Awareness
Free flow of thoughts among a community of
likeminded people to build brand authority
Content to be shared
▸ Creation of “Nagarro Communicate” group to bring like-minded people under an
umbrella and have meaningful discussions around tech related topics
▸ Frequent QnA sessions to increase engagement in the community
Example-“Do SMEs need SAP services?”
▸ Discussions around latest trends and technologies
Example- “Cloud computing has it’s cons. Agree or disagree”
Key Performance Indicators for the tactics
▸ Number of members
▸ Active discussions
▸ Company page likes
▸ Engagement- likes, share, comments
Other Platforms: Company Blog,
Podcasts, Webinars, Email
Goals covered - Brand Awareness, Lead generation
Nagarro Blog -An effective way to get inbound traction
Reasons
▸ Effective way to drive relevant traffic to the website
▸ Strengthens company’s organic presence on SERP i.e helps in SEO if blogs are
listed on SERP. So if a prospect looks for a solution, Nagarro is present right at the
moment
▸ Content marketing through blogs will help build thought leadership over time once
the brand gains popularity
Content
▸ Articles and listicles around various themes such as Internet of Things, CLoud
computing, Big Data, etc. Example- “Cloud computing has it’s cons. Agree or
disagree
KPIs
▸ Blog visits, Top posts, Traffic source, New leads per post, Engagement-Like, share,
comment, email subscribers
Strategy to deliver content to Nagarro’s clients
Email marketing for lead nurturing and
strengthening existing bond with clients
Reasons
▸ Has a larger and direct reach
▸ Message reaches directly in subscriber’s mailbox hence more likely to be opened
unlike social media
▸ Drives conversions- turns leads into customers
Content
▸ Company newsletter and whitepapers
▸ Top performing blogs roundup
▸ Behind the scene look of the company, insider information
▸ Webinar and event invitations
KPIs
▸ CTR, Conversion rate, Bounce rate, unsubsribers, increase in mailing list
Webinars and podcasts are interactive content tools
for brand storytelling
Reasons
▸ Webinars and podcasts help in lead generation through registrations
▸ Respect for brand increases by watching/listening brand experts talk about
subject matters
▸ Excellent follow-up technique in collab with email marketing
Content
▸ Panel discussions related to industry issues
▸ Successful case studies of Nagarro
▸ QnA sessions to address issues and provide solutions
▸ Audio presentation of blogs and articles(Podcasts)
KPIs
▸ Number of participants, views, number of questions asked engagement-like, share,
comment
THANKS!

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B2B Digital Marketing Strategy

  • 2. About Nagarro Nagarro is a custom software development and business consulting company that provides business consulting and technology services to its clients. It is headquartered in San Jose, California and has its primary development center in Gurgaon, in the National Capital Region of India. Since 2011, Nagarro is a subsidiary of Allgeier
  • 3. Nagarro’s LinkedIn Page Analysis What is the company doing currently?
  • 4. Nagarro’s LinkedIn ▸ 56,314 followers ▸ No regularity in posting content ▸ Mostly inactive- posts once a month ▸ Content is sourced from Nagarro blog and website(articles) ▸ No sponsored content ▸ No careers tab
  • 7. Nagarro’s competitors in IT Service & Consultancy -Polaris and Mindtree ▸ Mindtree- 1,34,547 followers, Polaris- 3188 followers ▸ Active presence- daily posts ▸ Mindtree focuses on thought leadership through content marketing ▸ Polaris shares content to target prospects and clients
  • 10. Goals for LinkedIn Why do we want to promote our business on LinkedIn?
  • 11. Setting goals and objectives for LinkedIn marketing campaign Goals ▸ Building brand awareness with a professional presence to establish Nagarro’s expertise in ITes industry ▸ Developing the business by connecting with clients and prospects and promoting Nagarro as a service provider Objectives ▸ To increase sales enquiries or conversions from LinkedIn by 10% within next three months ▸ To increase engagement with status updates by 25% in next quarter
  • 12. LinkedIn Strategy Our approach to marketing on LinkedIn. Includes platforms, tactics and KPIs
  • 13. KPIs to be tracked during the campaign Metrics used to determine how Nagarro is performing against its objectives. ▸ Hard KPIs : Easily quantifiable metrics which measure the following ▹ Engagement ▹ Leads ▹ Conversions ▸ Soft KPIs : Intangible indicators that measure brand value, difficult to quantify ▹ Heightened brand awareness ▹ Increased visibility ▹ Relationship building
  • 14. Platform 1: LinkedIn Company Page Organic + Sponsored Content tactics and KPIs for Nagarro’s current LinkedIn page. Goals covered - Brand awareness and lead generation
  • 15. Sharing relevant content to attract leads and nourish existing relationships Content to be shared ▸ Original articles from Nagarro blog/website to build credibility. Example-“Being Omnichannel is being Omni-agile” ▸ Latest news from the industry and current technology developments to capture attention.Example- “Future of t the Latest Blockchain Technology” ▸ Information related to offline events and webinars to attract prospects and clients Example- “Join webinar on Enterprise Agile Management Systems for better organizations” ▸ Customer narratives and testimonials to display professional expertise and build credibility. Example- “CEO,Mitsubishi Chemical USA talks about Nagarro’s SAP services” ▸ Success stories of existing clients in the form of case studies/videos to get leads Example- “How Lufthansa benefitted from Nagarro’s automation services” ▸ Creation of Nagarro showcase page to promote individual speciality services [Content in the form of text, video, image, podcasts, infographics to be shared]
  • 16. Key Performance Indicators for the tactics ▸ Page followers ▸ Post clicks ▸ Engagement-Likes, shares, comments ▸ Impressions ▸ Inquiries and leads ▸ Webinar/event registrations ▸ Video views
  • 17. Platform 2: Slideshare(LinkedIn) Content tactics and KPIs for building a slideshare presence for Nagarro from scratch. Goals covered - Lead generation, brand awareness
  • 18. A creative way to present tactical content using slides and videos to generate leads Content to be shared ▸ Short videos about the company’s introduction, mission, work culture, etc. Example-“Nagarro’s delivers the promise of bringing agility in work culture” ▸ How-To guides and facts about various technology related topics to help people (prospects/clients) in need for solutions Example- “10 Facts About cloud client management softwares” ▸ Industry trends in the form of infographics Example- “IT solutions changing over time: Infographic” ▸ Interviews of influencers and industry bigwigs to gain traction from their followers. Example- “What does Fred Kennic predict for SAP solutions in 2016” Leads ▸ LinkedIn autofill lead capture form in the end of the slides to convert interested readers into clients
  • 19. Key Performance Indicators for the tactics ▸ Followers ▸ Impressions ▸ Engagement-Likes, shares, comments ▸ Actions- Downloads, embeds,views ▸ Inquiries and leads
  • 20. Platform 3: LinkedIn Pulse Tactics for LinkedIn Pulse Goals covered - Brand Awareness
  • 21. Long-form content to engage audiences and build credibility Content to be shared [From the LinkedIn profile of top managers and CXOs of Nagarro.] ▸ Industry related news and trends Example-“This is Just a Beginning for Enterprise Solutions in the Country” ▸ Opinions on technology changes, news and other relevant topic to be the voice of the company Example- “This is Why I Believe BlackChain Has a Potential in India- Manas Fuloria-CEO Nagarro” ▸ Cross sharing of these Pulse post through official Nagarro account ▸ Links in articles to download entire ebooks on various tech topics
  • 22. Key Performance Indicators for the tactics ▸ Engagement- likes, comments, shares ▸ Post Views ▸ Follows ▸ Profile views
  • 23. Platform 4: LinkedIn Groups Tactics for LinkedIn Pulse Goals covered - Brand Awareness
  • 24. Free flow of thoughts among a community of likeminded people to build brand authority Content to be shared ▸ Creation of “Nagarro Communicate” group to bring like-minded people under an umbrella and have meaningful discussions around tech related topics ▸ Frequent QnA sessions to increase engagement in the community Example-“Do SMEs need SAP services?” ▸ Discussions around latest trends and technologies Example- “Cloud computing has it’s cons. Agree or disagree”
  • 25. Key Performance Indicators for the tactics ▸ Number of members ▸ Active discussions ▸ Company page likes ▸ Engagement- likes, share, comments
  • 26. Other Platforms: Company Blog, Podcasts, Webinars, Email Goals covered - Brand Awareness, Lead generation
  • 27. Nagarro Blog -An effective way to get inbound traction Reasons ▸ Effective way to drive relevant traffic to the website ▸ Strengthens company’s organic presence on SERP i.e helps in SEO if blogs are listed on SERP. So if a prospect looks for a solution, Nagarro is present right at the moment ▸ Content marketing through blogs will help build thought leadership over time once the brand gains popularity Content ▸ Articles and listicles around various themes such as Internet of Things, CLoud computing, Big Data, etc. Example- “Cloud computing has it’s cons. Agree or disagree KPIs ▸ Blog visits, Top posts, Traffic source, New leads per post, Engagement-Like, share, comment, email subscribers
  • 28. Strategy to deliver content to Nagarro’s clients
  • 29. Email marketing for lead nurturing and strengthening existing bond with clients Reasons ▸ Has a larger and direct reach ▸ Message reaches directly in subscriber’s mailbox hence more likely to be opened unlike social media ▸ Drives conversions- turns leads into customers Content ▸ Company newsletter and whitepapers ▸ Top performing blogs roundup ▸ Behind the scene look of the company, insider information ▸ Webinar and event invitations KPIs ▸ CTR, Conversion rate, Bounce rate, unsubsribers, increase in mailing list
  • 30. Webinars and podcasts are interactive content tools for brand storytelling Reasons ▸ Webinars and podcasts help in lead generation through registrations ▸ Respect for brand increases by watching/listening brand experts talk about subject matters ▸ Excellent follow-up technique in collab with email marketing Content ▸ Panel discussions related to industry issues ▸ Successful case studies of Nagarro ▸ QnA sessions to address issues and provide solutions ▸ Audio presentation of blogs and articles(Podcasts) KPIs ▸ Number of participants, views, number of questions asked engagement-like, share, comment