The document discusses strategies for marketing to online users in India. It notes that people have increased internet access through various devices like smartphones. It then discusses different types of online shoppers in India and how to target them through location-based advertising or by understanding their decision factors when shopping online. The document also covers developing personas, account-based marketing strategies, creating a customer journey map, and planning promotion strategies using various digital channels. It emphasizes measuring the effectiveness of different marketing tactics.

1. By Hemant Kumar
The
Way
The
Market
Competitive
Market

2. Market Insights
Transformation of the Online Industry

3. Market Need
• Begin with the need not the product or service
Economic Buyers
Your
Business Distribution
Channels
Influencers
End
Users

4. Overview : Online Market Users in India
Source : Google
People are more
connected than ever,
with increased
access across many
devices, especially
smartphones.

5. The Smart Shopper in India
Source : Google
The Internet plays a key role
in the consumer journey for
many product categories. As a
result, an integrated marketing
strategy is critical for marketers
and planners. The Smart
Shopper shows how marketers
can reach customers at key
decision-making moments
across 20 products.

6. The Local Shopper in India
Source : Google
Location-based advertising
offers new opportunities for
small and medium-sized
businesses to successfully
attract consumer attention.
The Local Shopper helps
businesses to understand
where and when people look
for local information and what
type of information is most
relevant, thereby enhancing
their advertising strategies.

7. Market Segments
• Primary: Middle Class
Families
• Secondary: Upper Class
Families

8. Account Development Plan
Correct Way to Approach

9. Deciding Factors : Online Shopping
Source : Google
Main Factors
•Quality
•Price
•Business Hours

10. Account Penetration Strategy
Focus Auction Guidance
Headlights & Insights •Industry/competitive trend analysis
•Creation of collateral
•Support deals in all accounts
•Leverage specific findings coupled
with Thought Leadership assets and
relevant solution offering to drive into
top accounts
Positioning & Content •Leverage Case studies
•POVs to position
•Develop campaigns
•Enable sellers on key solutions
offerings
•POEM Strategy
Reputation & Eminence •Leverage social media and media
channels
•Activate Communications
•Analyst Relations channels
•Drive engagement via social eminence
program
•Extensively leverage social media
channels to build awareness
•Press Releases and Articles
Client Experience •Engage with clients during events
•Leverage Events, client murals,
infographic and datagram and related
assets to propagate our competency in
delivering value to clients
•Identify specific top accounts for
client meetings at the webinar
•Leverage collateral created for top
accounts for local content syndication
with partners

11. Which are the most successful in using products?
What is the potential lifetime value?
Market Overview : Focus
What are the most profitable accounts?
Which are the easiest to support?

12. Persona Account Based Marketing Strategy

13. Why ABM (Account Based Marketing)

14. Identify Your Target Accounts
•First and foremost, establish the business
value of your accounts
•Identify where the largest sales potential lies
•Establish where each account is in the buying
journey
•If they’re current accounts, understand which
products they have or have not purchased
Crawl, Walk, Run Methodology
•A named account list;
•A target segment (defined by
attributes such as industry or
revenue);
•A list of strategic accounts;
•A customer list;
•A list of customers up for renewal.
Market To Target Accounts
Segmenting target account list
•Persona-based marketing
•Outbound marketing
•Inbound marketing
•Advertising campaign
Account Based Marketing
“Treating individual accounts as a market in their own right”
Attributes of Target Accounts:
•Firmographic:Industry/Revenue/
Location
• Sales Named Accounts
• Behavioral: Customer Journey,
Product Interest
Measure Marketing Efforts
•Record ad impressions by account
•Use Google Analytics to gauge traffic and record engagement metrics from
top accounts
•Set up systems with your CRM and marketing automation enabling you to
measure win rates
•Establish revenue per account measures
•Consult with analytics professionals to develop a useful formula to
measure sales and marketing costs per account

15. Customer Journey
Objective Growth Revenue (Quarterly) Industry Information
Technology
Target Audience &
Customer Needs
Need, Requirement & Fulfillment :
Customer
Market Sector:
Market Growth
Category
Online Services/Support
Buyer Journey Start a Conversation Make Case Meet Experts Sales Handoff
Need Problem of the
client/corporate
Searching for
solutions i.e. quick
solution
Discuss features and
offers
Serious about moving
forward & talk to
expert
What Ways Social Media
Engagement,
Campaign, Success
review stories, Case
Studies, White Papers
Training, Case
Studies, White Papers
Opportunities to
meet with consultant
WOM (Client
References)
Interaction Online Communities,
Blogs, Portals,
Telemarketing
Spending Categories :
Paid Campaigns, Paid
Social Media, PR,
Telemarketing
Online Webinars,
videos, on Portals or
Face to Face events.
Spending Categories :
Digital Marketing,
Event, Seminar
Customer
Conferences with
Consultant.
Spending Categories:
Digital Marketing,
Customer Conference
or Seminar
Focused marketing
seminar
Spending Categories:
Customer Conference
or Seminar

16. Strategic Planning
“The thicker the planning document, the more
useless it will be” (Brent Davies: 1999)
First Stage of Strategic Planning
Business
Strategy
Types of
Strategy
Strategic
Intent
Future
Thinking
Corporate
Culture
Analysis
Evaluation

17. Retain Customers
New Business Plan to generate ROI
Lead Follow-up
Agenda
Lead Generation
PLAN OVERVIEW
1
2
3
4

18. Overall Marketing GTM Plan
GOALS
WHERE will we promote and sell our products to target
customers?
TASKS
HOW will we promote our products to target customers?
RESOURCES
WHAT will be our product portfolio/features for target customers?
EVALUATION
WHO will we actively target within the global market? We or Competitors

19. GTM Plan : Elements
Buying Stages
Awareness
Interest
Desire
Action
GTM Elements

20. Promotion Strategies
POEM – Paid, Owned and Earned Media
Paid Media Owned Media Earned Media
•Print ads
•TV ads
•Display ads
•Paid search
•Promoted posts on
Facebook
•Sponsored tweets
•Your website
•Mobile site
•Retail stores (online
and offline)
•Blogs
•Social media
channels
•Apps
•Magazines
•Brochures
•Retweets
•Facebook Likes
•YouTube comments
•Shares
•Bloggers writing
about your product
•Online reviews
•Word of mouth

21. Promotion : Device Selection
Source : Google
Internet /
Mobile Users
are increasing
day by day
same as
Moore’s Law

22. Target
Via Email / Call
Using POEM
Follow-up
Marketing Program Planning
Online Leads
Conversion/Sales
Primary
Objective

23. Digital Marketing Planning Framework

24. Competitive Pricing
User A:Searching
for Product Y
Searching in
Google : “Online
Product Y”
Paid /Organic
SERPs : Portal A
1 SERP in
Organic/Paid
Click on Paid/Organic 1 SERP result
Pricing and Brand Analysis
Visited
Different
portals
Pricing
Purchased
Product Y from
Portal B

25. Conversion Process
Source : Google

26. Social Media : Correct Way to Target
Social Media users are
increasing day by day
same as Moore’s Law

27. Social Media – Engagement
LinkedIn : Professional Networking
Number of Registered Users in
USA : 124M+
To run ads in LinkedIn : Reach
would be high and all professionals
would be willing to enhance
knowledge as per market
Goal : Target Professionals
Source : LinkedIn

28. Twitter : Easy to Target
Twitter Users: Increased by 3% in 2015
SMM platform to reach US market and
build brand awareness

29. Social
Webinars
PPC
Paid Programs
Nurturing & DB Emails
FEB
Applicable
Event
Applicable
Event
ARCS &
PILLARS
Add audience or persona
Add audience or persona
Add audience or persona
JAN MAR APR MAY JUN JUL
EVENTS
AUDIENCE &
SEGMENTS
ONGOING
AVERAGE / MONTH
•x programs
•x webinars
•x live events
•x paid programs
Applicable
Event
Applicable
Event
Applicable
Event
Applicable
Event
Applicable
Event
High Level Program Initiative
High Level Program Initiative
High Level Program Initiative
RAM : Responsibility Assignment Matrix

30. Yearly Program View by Quarter
Q1
Activity A
Activity B
Activity C
Activity D
Activity E
Activity F
Q2
Activity A
Activity B
Activity C
Activity D
Activity E
Activity F
Q3
Activity A
Activity B
Activity C
Activity D
Activity E
Activity F
Q4
Activity A
Activity B
Activity C
Activity D
Activity E
Activity F

31. Q1
Program Roadmap
TACTIC
TACTIC
TACTIC
TACTIC
TACTIC
TACTIC
TACTIC
TACTIC
Q2 Q3 Q4
Campaign/
Organic/
SMM
Email
ORM
SMM
TACTIC

32. Program Plan
CONTENTEMAIL TACTICS EVENT LEAD GEN TACTICS
1 HC
Email 1 : A/B
Testing
Email 2 : Mass
Customization
Email 3 : Retain
Customers
eBook
Online PR
Forums
Blog Post
Webinar 1
Webinar 2
In-Person
Event
Social
PPC Campaign
Paid Email
Campaign
Direct Mail
Sales
Call-down

33. Funnel Analysis: Activity A
WHERE ARE THERE OPPORTUNITIES?
Current List for Program Send
(X number of leads)
Webinar Sign-Ups
(X%)
Webinar Attend
(X%)
Webinar Follow Up Includes Offer for Demo
(X%)
Attend
(X%)
Good Leads
(X%)
Opportunities
(X%)
Won
(X%)
Program Launch Date: x/x/2016
Goals: Target Audience
List Size: XY
Roughly X% Register ~ X Number
Webinar Dates:“
X% Attend – X Number
X% Register for Demo – X Number
X% Fit the Right Profile – X Number
X% Fit the Right Profile – X Number
Of those that attend the demo, X% become
opportunities – X Number
Win X% - X Wins

34. Awareness / Lead Gen
Campaign Details
ONLINE MARKETING-SALES FUNNEL GOAL ACTIVITY
Interest
Demo
Opps
TARGET
Goal 1
Goal 2
Goal 3
Activity 1-5
Activity 1-5
Activity 1-5

35. Content Planning
Six Sigma :Tree Drill-Down Process
Q1 Q2 Q3 Q4
Jan., Feb., Mar. Apr., May, Jun. Jul., Aug., Sep. Oct., Nov., Dec.
Ebook Ebook Ebook Ebook
Infographic Infographic Infographic Infographic
Slide Deck Slide Deck Slide Deck Slide Deck
Blog Posts Blog Posts Blog Posts Blog Posts
ONGOING INITIATIVE
ONGOING INITIATIVE
ONGOING INITIATIVE

36. Videos
Per Quarter
Slide Decks
Per Quarter
Infographics
Per Month
Ebooks
Per Month
Content Program
Messaging Arc Product Launches Trend Related Partner/Thought Leader SEO
Asset 1 Asset 1 Asset 1 Asset 1 Asset 1
Asset 2 Asset 2 Asset 2 Asset 2 Asset 2
Asset 3 Asset 3 Asset 3 Asset 3 Asset 3
Asset 4 Asset 4 Asset 4 Asset 4 Asset 4
GOALS:
X XX X

37. Yearly Events Calendar
Events Date Activity (1,2,3,4,5) Lead Goal Actual Lead #
Online Event A Date x Activity 1, 2, 3 Goal G Lead 10%
Online Event B Date y Activity 4, 5, 1 Goal F Lead 15%
Online Event C Date z Activity 3, 4, 1 Goal H Lead 25 %
Events

38. Yearly Webinar Calendar
Online Webinar Date Speakers Registration Goal Actual Registration
Webinar A Date B Speaker X Goal H Registration 10%

39. Eyes On : Competitors in Market

40. Thanks
One
Way
The
Market
The Market demand is
fulfilled by only One Way.