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1. Necessary Elements of Digital Marketing To
Grow Your Business
Srihari Palangala, Director and Head of Marketing at EMC
June 10, 2016

2. • Discussion on digital marketing tactics
• Content strategy considerations
• Likely challenges
• Thoughts around Dashboard & Metrics
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3. 3

4.  Tight and constrained resources – time,
budget, people
 You need to find and laser target your
product/service message & position to the
right segment
 Coupled with targeting, you want a
medium that is ‘always on and fast paced’
– and drives high inbound interest
 You need to start engaging in active
conversations to gather what your
prospects are saying about you
 You need to closely track your spend –
and turn up the dial in campaigns where
you seem to be making a dent
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Scale programs and impact
Right message, right time to
the right audience
Drive self-selection and self-
serve
Open, 2 way conversations
Marketing impact and
measurement

5. • Content driven marketing (Drives Inbound, Self Selected audience largely)
• Company Website & Visitor Conversion
• Blogs
• Whitepapers
• Online Videos
• Social
• Search SEO
• Online seminars
• Online forums
• Content on 3rd party sites
• Mobile (App)
• Reaching prospects (Advertising to prospects)
• Email
• Banner (Display)
• Search SEM
• Mobile (SMS)
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Time and effort;
Generally low on $
cost though
Time, effort &
involves $ cost

6. 1. A blogger had posted an online review about a competing product– we
immediately found this online
2. We were able to engage with the blogger and highlight our product differences
3. As a result, the blogger posted a review of our product as well and amplified
our message to his audience (all of whom are again relevant readers)
4. All this happened in 2 days! With <1 hour of effort from us. How would this have
worked in an Offline world? 6

7. 7
Must Have Good to Have Nice to Have
B2B • Website & Visitor Conversion
• Search SEO
• Email
• Whitepapers
• One social handle
• Blog
• Online seminars
• Banner
• Search SEM
• Online forum engagement
(3rd party)
• Additional Social (e.g., own
LinkedIn, Facebook, Twitter)
• Mobile (SMS or App)
• Contributing to Third
party website – content
• Online videos
B2C • Website & Visitor Conversion
• Social (e.g., own LinkedIn,
Facebook, Twitter)
• Search SEO
• Banner
• Email
• Online videos
• Mobile (SMS or App)
• Online forum engagement
(3rd party)
• Blog
• Whitepapers
• Search SEM
• Contributing to Third
party website – content
• These are broad guidelines for a marketing mix;
• Paid digital media largely outside and over this
• You must determine the exact mix based on your specific product/service
and business

8. 8

9. • At the Customer
• Influencer,
• Establish trust, credibility and confidence; Co-Marketing and References
are helpful here
• Access to, and showcase detailed technology benefits, including feature
matrix (external industry awards)
• Have a compelling set of collateral to help your Sales win against
competition
• Technical (before & after) comparison studies – e.g., Whitepapers;
• That this is quickly becoming an industry best practice with business benefits
• Answer FAQs;
• Show how it makes their job easier – for e.g., fewer things to do; fewer
decisions to take; fewer trouble tickets; ease of setup/deployment and
maintenance etc.

10. • Customer
• Technology beneficiary,
• Improved productivity benefits;
• Easier to use than what you are accustomed to;
• Show how their peers are benefiting – through case studies; If relevant,
how other departments in the organization also benefit
• Drive the urgency – why should they have the technology now?
• Buyer,
• Show the business benefit in the investment;
• Third party validation voices (e.g., Analyst);
• Partner
• Content to show the interlock, i.e., how the technologies complement each
other
• Content to help them make the sales pitch (for resellers)

11. Some things that your marketing content is covering – removing myths &
establishing credibility and responding to FAQs; and showing how others are
benefiting from a solution (peers benefiting).

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Content
Objective 
Marketing
Collateral
Awareness Demand Gen Nurture Thought
Leadership
Website X
Blog X X
Search SEO X X
Online Forum X X
3rd party
Articles
X
Email X X
Social X X
Mobile (SMS) X X
Whitepaper X X X
Online Seminar X X
Banner X X
Search SEM X X
Online Video X

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14. • Product Trials – get prospects to try the product/service before
buying
• Importance of Trials
• Prospects self-select when they choose to evaluate your product
• It is a good indicator for qualified interest
• You have a qualified base; Better chances to nurture the prospect to drive
conversion to paid
• Target and Improved Personalization - Send tailored communication
based on what the prospect is evaluating/trying to do
• Demonstrate network effects where possible (increased value of a product
by virtue of others having it) – important when you are trying to create a
standard across a community

15. Free trials – who should be eligible? All visitors? A section of them?

16. • Considerations
• Remember it is a first experience of the product – so it is important to
provide a great customer experience
• People might prefer to try before purchase (especially if high value
product) – also depends on the regions (behavior in emergingmarkets
different from developed markets for instance)
• Effectively & clearly including this in the Call To Action on the web pages

17. • Building a Successful Experience
• Low touch model for trials – so prospects get the product and relevant content
easily; Building an effective self-serve model (easy to get started)
• Monitor the metrics – e.g., (a) on conversion of trial-ers to paid members
(promos if necessary) (b) active use of the product during the trial etc.
• What information to collect prior to allowing the trial (optimum balance –
collect only that data which can be meaningfully used to increase conversion
to paid)?
• What is a the critical point when a trial user is “hooked” (quick proof points)?
E.g., is it engagement or is it a successful POC?
• Evaluate the duration of trials (30 days? 60 days?) – what is a convenient
duration?
• Evaluate the scope of trials (will you offer full product or only parts of the
product selectively)
• Trials can be instrumented – with Product hooks to know what features are
being used, frequency of use etc. – important input to product management
• Personalized communications can be sent based on prospect’s trial experience
– plenty of optimization and A/B testing options on conversion

18. Make your trial sign-up easy – for e.g., allowing prospects to use other popular
authentication mechanisms

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Tactic Challenges Some things you couldtry
Website Conversion Build segment based messaging; Try A/B tests; Bring in
external credibility/references
Blog Creating relevant and interesting content;
Frequency of posts
Engage the entire team to contribute – this is a culture;
Discipline to 2 Posts/week; Quality > Quantity
Search SEO Showing up among top results for keywords Get expert help on SEO; Are there related wordsyou
can optimize for?
Online Forum Finding the right forums;
Engaging with caution (avoiding backlash)
Setup Google alerts; Learn Advanced Google search
really well! Don’t be pushy about your agenda
3rd party article This requires time! Make product marketing responsible for this
Email Low open rates (<8-10%) Try other formats – e.g., plain text; Pick different days;
Some vendors give great reports on email tracking;
Social Sustaining engagement Build a content roll out calendar; Stick to it!
Whitepaper Creating engaging content Hire techno marketers (i.e., your marketingperson
should have a good technical background)
Online Seminar Driving the right audience Co-marketing; Try renting external databases
Banner Click fraud Pay per lead; Move away from CPM
Search SEM Conversion Improve your CTA; Try a different CTA
Online Video Expensive, if you engage external vendors Record and build your own videos – tools available

21. • Traffic
• Visitors – New vs. repeat
• Source of visitors – by campaign, geo region & Internet domain
• Conversion – how many of the visitors gave you their contact info?
• Time spent and on what content
• Engagement
• Quality of interactions
• Influence – where are your links quoted?
• Patterns – what are your segments constantly talking about; which of your
posts are popular
• Leads or Trials
• Leads (and they should be integrated in to your CRM)
• Trials that you are driving
• Cost (when applicable)
• Cost per action by campaign
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22. • Build your persona slowly, do not be brash or impose yourself
(or your brand) online
• Invest the time to find the online influencers in your business; and
then build engagement with them; e.g. – offer to do a guest
post on their blog, invite them as speakers at your event etc.
• Be ready for positive and negative comments – take them in
your stride and make corrections where necessary
• People are generally approachable and they help – so engage
when you are ready
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