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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


1    © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Janet’s background on products launched


                                                                                                           Helped launch catalogs
                                                                                                           functionality for buyers and sellers
                                                                                                  eBay     (books, movies, music and games)
Launched a mobile
customer
experience                                                                                                                      Launched the
product globally                              Tealeaf                                                                           PayPal Security
(Phase I) to online                                                                                                             Key to
businesses
                                                                                                                PayPal          consumers and
                                                                                           Products                             merchants in 3
                                                                                           Launched                             continents



Launched a mobile and a
service provider data                                                                                                   Launched a mobile
                                                         TRUSTe
                                                                                                         Infosys        product and a service
privacy certification
service to online                                                                                         Tech-         partnership with Cisco
businesses                                                                                               nologies       globally to businesses


  2   © 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

3   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Select Tealeaf customers

        Travel &                                                          Insurance &
                                              Retail
       Hospitality                                                     Financial Services




                                                                                                                            30%
                                                                                                              of Fortune 100
                                                                                                            companies rely on
                                                                                                                  tealeaf

4
Note: 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidentialcustomers who have given us prior permission.
    © Tealeaf only uses the names and logos of and Proprietary.
Digital Marketing
                               Planning Framework




5   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Digital Marketing Framework

                            Strategic                                                                                  Tactical
   Marketing
    Phases




                            Market                        Product                         Develop   Execute   Launch   Monitor &
                           Analysis                       Strategy                         Plan      Plan               Adjust

                       Requires $$$ to create awareness; Leverage consumer-
   B2C                 focused Social media such as Facebook


    B2B                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:                                                    http://www.pragmaticmarketing.com/

  6    © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Digital Marketing Framework

                         Strategic                                                                                       Tactical
Marketing
 Phases



                                                               Product                      Develop   Execute            Monitor &
                                                                                                                Launch
                                                                                                       Plan
                        Market                                 Strategy                      Plan                         Adjust

                       Analysis

                    1.         What need does the market have that your company can fill?
                    2.         Market size and growth rate
                    3.         Buyer characteristics
                    4.         Competitive analysis
                    5.         Capabilities analysis




7   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Digital Marketing Framework

                         Strategic                                                                                       Tactical
Marketing
 Phases



                                                                                            Develop   Execute
                         Market                      Product                                 Plan      Plan
                                                                                                                Launch   Monitor &
                                                                                                                          Adjust
                        Analysis
                                                     Strategy


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




8   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Digital Marketing Framework

                         Strategic                                                                                 Tactical
Marketing
 Phases



                                                        Product                     Develop     Execute            Monitor &
                         Market                                                                           Launch
                                                        Strategy                                 Plan               Adjust
                        Analysis
                                                                                   Marketing
                                                                                     Plan

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




9   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Digital Marketing Framework

                          Strategic                                                                                        Tactical
Marketing
 Phases



                                                         Product                        Develop                             Monitor &
                          Market                                                                                  Launch
                         Analysis                        Strategy                      Marketing    Execute                  Adjust
                                                                                         Plan
                                                                                                     Plan

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




10   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Digital Marketing Framework

                          Strategic                                                                                     Tactical
Marketing
 Phases



                          Market                         Product
                                                         Strategy
                                                                                        Develop
                                                                                       Marketing
                                                                                                    Execute
                                                                                                              Launch    Monitor
                         Analysis                                                                    Plan
                                                                                         Plan                           & 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


                            Helpful resource:                                                      http://www.marketingsherpa.com/



11   © 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

         Public Relations & Analyst Relations – target online publications and                                         writers, meet with key analysts

          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 –                            Analytics, product landing page, navigation, etc.


12   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Lessons learned the hard way




13   © 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




14   © 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?
15   © 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




16   © 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
17   © 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




18   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
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
        •    # of followers, tweets etc.
        •    # of qualified leads
        •    $$ of sales won
› Good benchmarking sources:
        • Marketing Sherpa
        • Pragmatic Marketing


19   © 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
                                                                                                 Optimize         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

20   © 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 company’s thought leadership,
                             – Lead to increased website visits & registrations
                             – Help you to stay up in your industry
                             – Power lead nurturing efforts.




21   © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
Bad customer
                                                                                                 experiences are more
                                                                                                 dangerous than ever




22   © 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




23   © 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




24   © 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




25   © 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 don’t, your competition will

26   © 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.

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Digital Marketing Strategic Framework

  • 1. 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.
  • 2. Agenda › Background › Definition of digital marketing › One possible framework › What should I be doing? › Lessons Learned › Q&A 1 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 3. Janet’s background on products launched Helped launch catalogs functionality for buyers and sellers eBay (books, movies, music and games) Launched a mobile customer experience Launched the product globally Tealeaf PayPal Security (Phase I) to online Key to businesses PayPal consumers and Products merchants in 3 Launched continents Launched a mobile and a service provider data Launched a mobile TRUSTe Infosys product and a service privacy certification service to online Tech- partnership with Cisco businesses nologies globally to businesses 2 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 4. 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 3 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 5. Select Tealeaf customers Travel & Insurance & Retail Hospitality Financial Services 30% of Fortune 100 companies rely on tealeaf 4 Note: 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidentialcustomers who have given us prior permission. © Tealeaf only uses the names and logos of and Proprietary.
  • 6. Digital Marketing Planning Framework 5 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 7. Digital Marketing Framework Strategic Tactical Marketing Phases Market Product Develop Execute Launch Monitor & Analysis Strategy Plan Plan Adjust Requires $$$ to create awareness; Leverage consumer- B2C focused Social media such as Facebook B2B 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: http://www.pragmaticmarketing.com/ 6 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 8. Digital Marketing Framework Strategic Tactical Marketing Phases Product Develop Execute Monitor & Launch Plan Market Strategy Plan Adjust Analysis 1. What need does the market have that your company can fill? 2. Market size and growth rate 3. Buyer characteristics 4. Competitive analysis 5. Capabilities analysis 7 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 9. Digital Marketing Framework Strategic Tactical Marketing Phases Develop Execute Market Product Plan Plan Launch Monitor & Adjust Analysis Strategy 1.Build/buy/partner 2.Price 3.Business case 4.Product portfolio 5.Release milestones 6.Product positioning 8 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 10. Digital Marketing Framework Strategic Tactical Marketing Phases Product Develop Execute Monitor & Market Launch Strategy Plan Adjust Analysis Marketing Plan 1.Product roadmap 2.Positioning 3.Sales training 4.Marketing plan 5.Customer acquisition 6.Lead generation 7.Thought leaders 9 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 11. Digital Marketing Framework Strategic Tactical Marketing Phases Product Develop Monitor & Market Launch Analysis Strategy Marketing Execute Adjust Plan Plan 1.Success stories, white papers, competitive positioning 2.Sales collaterals & tools 3.Presentation and demos 4.Event support 5.Support readiness 6.Sales training 10 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 12. Digital Marketing Framework Strategic Tactical Marketing Phases Market Product Strategy Develop Marketing Execute Launch Monitor Analysis Plan Plan & 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 Helpful resource: http://www.marketingsherpa.com/ 11 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 13. 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 Public Relations & Analyst Relations – target online publications and writers, meet with key analysts 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 – Analytics, product landing page, navigation, etc. 12 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 14. Lessons learned the hard way 13 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 15. 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 14 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 16. 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? 15 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 17. 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 16 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 18. 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 17 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 19. 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 18 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 20. 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 • # of followers, tweets etc. • # of qualified leads • $$ of sales won › Good benchmarking sources: • Marketing Sherpa • Pragmatic Marketing 19 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 21. 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 Optimize 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 20 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 22. 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 – Help you to stay up in your industry – Power lead nurturing efforts. 21 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 23. Bad customer experiences are more dangerous than ever 22 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 24. 78% of users who encounter problems completing mobile transactions share those experiences with others 23 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 25. 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 24 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 26. 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 25 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 27. 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 don’t, your competition will 26 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 28. Thank You Janet A. Jaiswal Sr. Director of Product Marketing jjaiswal@tealeaf.com © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.