This was discussed at the Workshop on "Marketing 101 for Startups" conducted by HelloMeets at Hippo Video's office in Chennai. Speaker & Presentation by: Shiyam Sunder, Digital Marketing Specialist -Zoho -Shiyam works with ManageEngine, a division of Zoho Corporation in the IT security arena -He is the Campaign Manager for Non-English Regions ( Japan, China, and EU regions) and has expertise in SEM, localized SEO, performance analytics, conversion rate optimisation and route cause investigation Presentation includes: -How to identify markets and messaging -Building a marketing plan and processes to implement it thoroughly -Getting started on Search Engine Marketing -Building a content calendar that could aid growth targets -The email marketing playbook of growing leads pipeline and enhancing brand profile -An iterative approach to landing pages to consistently improve conversions -Hacks of gaining momentum on social media -Leveraging influencer marketing to earn credibility and trust -Using paid marketing to grow quickly in desired markets Case studies on: -Actionable ways to engage with the most popular influencers in your space -How do you improve Blog Visits by over 100% -Marketing Landing Pages with experimented A/B testing results -How Zoho reached potential prospects in short span with Google Display Network

1. Online Marketing
Lead generation activities
Presented By,
Shiyam Sunder J
Online Marketing Specialist,
Zoho Corporation.
Shiyam Sunder
+91 8148231831
shiyamsunderj@gmail.com
ShiyamColtJerfy

2. What do we do
Online Marketing

3. SEO (Search Engine Optimization)
Why?
•Organic traffic provides long term growth in traffic
•Generates valid leads & downloads
How to improve?
•Webpages on top features & keywords
•KB pages on all 'How-to' topics related to product
•Blogs on all Best practices & Use cases

4. SEO – How to increase organic traffic

5. • Feature based
keywords
• Search volume
Plan new webpages
• Content creation
Request / write content
• From Product Team
Technical review
• Page creation
• Inner linking
• Page speed
optimization
SEO review
• Search terms based
optimization
Traffic reporting
SEO – What we do

6. PPC (Pay-per-click)
Search ads - Highly targeted audience
- Our product features are their current need
• Higher ROI - Generates valid leads & downloads.
• How can we improve - Group keywords based on
themes & target users for good CTR & conversion
rate.
Based on the output from ADMP, ELA & ITOM's PPC process,
we will decide & update for all ME products
Display ads - Target relevant audience
• Wide reach
• Brand awareness
• Re-marketing

7. Third party marketing
• Potential outside search engines:
are we missing out on something?
Yes, third party sites which can
bring in highly relevant traffic
and leads.
• How?
Traffic via ads, product listing,
reviews;
leads via email campaigns,
resource publishing
(whitepaper/info guides etc),
online events (recorded/live) etc.

8. Lead Collection
Fill your funnel with content
that will fill it with leads

9. Email Marketing
What we do, How we do it, and Why

10. Cross Sell - Seasonal/Bulk Mailers
1. Define a criteria and process the
leads and customers
2. We remove customers/hot leads
of the product we are promoting.
1. Add valid replies from these
campaigns & assign to support team
to ensure the customer/lead gets a
response from our team.
Post mailer activity
List preparation
Purpose Target Process
To increase cross-
sell among
existing customers
& leads.
Existing leads &
customers of
other suitable ME
products.
1. Schedule mailer on a Tuesday /
Wednesday
Campaign scheduling

11. Newsletter
Contains latest hot stories of each product,
resources, blogs, testimonials and list of
upcoming events.
AUDIENCE
1. All Customers
2. Last 3 years Leads
3. Other leads - seminar,
webinar, third-party
leads...
B2B Newsletter Format:
• If your company have single product, try this kind of Newsletter
Example : ServiceDeskPlus
• If your company have multiple products, then try this kind of
Newsletter Format
Example: ADSolutions

12. Other Mailer Types
• Promotional Mailers
Promotional emails are messages that are aimed at
completing a purchase or making a conversion
• Nurturing - Resource Leads
The Resource Leads are nurtured product-wise by providing
them different resources in each mailers. No of mailers: 6 Max( 2
Resource + 4 Product Promotion)
• Events - Webinar & Seminar Mailers
Identify relevant leads bucket and send invite mailer. Send
reminder mails to registered users.
Mailer Templates and Ideas – ReallyGoodEmails

13. •Interval between mailers will be from min 4 days
to max of 7 days.
LEAD NURTURING FORMAT
Email-1
Email-2
Email-1A
Email-3
Email-2A
Lead
Bucket
Exit
Open
Unopen
Open
Open
Unopen
Unopen
Note: Interval between
mailers will be from min 4
days to max of 7 days.

14. Guidelines (Before Processing Email)
• Adding parameters after the URL to track output using internal tracking tools.
Example: ?source=download.
Link tracking:
• Must not be more than 10 words.
Subject line:
• Set company-wide weekly(4 mails per user per week) & daily(1 day interval between
each mail) For better results we must send mails from Tuesday to Thursday only.
Don't send emails on Friday.
Email Frequency:
• Personalize your emails with first name, last name, dynamic Content, so and so.
Email personalization:

15. Guidelines (Before Processing Email)
• Boost your open rate by adding pre-headers in email.
Pre-headers:
• Send test mail to content owner for review & confirm before triggering.
• Test the mailer in all major mail clients - Ensure your email is mobile responsive
Before triggering email campaign:
• Sending the mail at the optimal time increases open rate. Industry standards
suggest to send mails between 11-12 & 2-3 pm for better open rate.
Mail Schedule time:
We follow the above process for all email marketing campaigns

16. 1. Unsubscribe Link
2. Privacy Link
3. Physical address of the organization
Footer Format
1
2
3
MUST

17. Guidelines (After Processing Email)
Based on the click rate, re-
order the CTA and check
for engagement.
Based on the open rate, try
having different subject lines
and check for engagement.
Based on unsubscribe
rate, reduce the
frequency of the mailers

18. • If a marketing channel is not directly completing a conversion, may be it is assisting in conversion or may be it is
initiating the conversion process.
• So before we discard or label a marketing channel/ Source we should consider
Lead Sourcing and Channel grouping
How marketing channels work together to create conversions
How much time elapsed between visitors’ initial interest
and leads conversion
What role did prior website referrals, searches and ads
played in a conversion
Through multi channel reports we can able to determine:

19. Case Examples - Lead
MCF Channel Grouping Assisted Conversions Last Click or Direct Conversions Assisted / Last Click or Direct
Conversions
Paid Search 38 43.18% 86 46.74% 0.44
Display 15 17.05% 80 43.48% 0.19
Organic 20 22.73% 12 6.52% 1.67
Referral 4 4.55% 2 1.09% 2
Social 2 2.27% 2 1.09% 1
Email 9 10.23% 2 1.09% 4.5
Assisted Conversions can be taken into three effective values:
1. If the Assisted vs Direct value is closer to zero - This channel is Primarily Converting
2. If the value is equal to one - This channel helps in assisting and direct conversion is same amount
3. If the value is greater than one - This channel primary works on assisting
From the above example it is known that EMAIL helps in assisting and PPC puts up direct lead conversions

20. Case Examples -Customer
We can evaluate this As same as leads like Close to zero, Equal 1, Above 1( By This Exe used as primary source
for customer conversion, get quote, support serves as assisting the conversions)
This report is useful to identify two terms
I) Which Channel is lagging in time
ii) which type of lead can get easily converted by which channel
Lead Type Assisted Conversions Last Click or Direct Conversions Assisted / Last Click or Direct
Conversions
Direct 38 43.18% 86 46.74% 0.44
Exe 15 17.05% 80 43.48% 0.19
Doc 20 22.73% 12 6.52% 1.67
Seminar 4 4.55% 2 1.09% 2
Inquiry 2 2.27% 2 1.09% 1
Get Quote 9 10.23% 2 1.09% 4.5
Support 5 5.68% 2 1.09% 2.5
Others 4 4.55% 2 2.00% 2

21. Thank You!