This is a sample on how a B2B strategy plan can be created for launch of any products or solutions. This highlights how to research and use the buyer behavior to span an elaborate strategy which helps to drive awareness, engage with TG and finally drive sales. This process also helps to identify and differentiate in different types of TG and launch the campaign.

1. XERO
LAUNCH STARTEGY FOR INDIA

2. IT spending in
India US$ 67 billion
Growth at 14%

3. THE RESEARCH
COMPETITION
RESEARCH
CUSTOMER
UNDERSTANDING
MARKET
UNDERSTANDING

4. Indian Accounting Software Market
TALLY is the undisputed leader in Indian market
MARKET UNDERSTANDING

5. GST to create Rs 36,000 crore software market in MSME segment and
expected will bring almost 3 crore dealers into the tax fold THIS YEAR
MARKET UNDERSTANDING

6. Emerging of hybrid models
Licence fee has been shrinking since 2004,
customer is shifting to SAAS based model
MARKET UNDERSTANDING

7. ONLINE BEHAVIOUR

8. CUSTOMER UNDERSTANDING

9. CUSTOMER UNDERSTANDING
ACTIVE presence on YouTube, Facebook, Quora, etc
Seeking answers to ACCOUNTING SOFTWARE problems

10. CUSTOMER UNDERSTANDING
Most Accountants and Small Business owners have been
facing issues with TALLY

11. CUSTOMER UNDERSTANDING
Small Business owners and Dealers venturing in ecommerce
are facing issues with TALLY

12. More than 500,000 eCommerce sellers in India
CUSTOMER UNDERSTANDING

13. TALLY ON SOCIAL CHANNELS
Engagement
Good
108
10 to 15
Updates
Per month
Tally’s Audience Demographics - Twitter
Total Followers
5,061
Avg Likes, Comments
& Shares
COMPETITION RESEARCH
Tally’s Audience Demographics - Facebook
Total Page Likes
105,473 Posts
type: 70% 4.2% 20%
80 to 100
Tweets & RTs
Per month
Avg Like per tweet
0.3
Avg RT per tweet
0.3
Core Focus - GST

14. BUSY ACCOUNTING ON SOCIAL CHANNELS
Engagement
Good
63
12 to 15
Updates
Per monthAvg Likes, Comments
& Shares
Busy’s Audience Demographics - Facebook
Total Page Likes
3,716 Posts
type: 15% 33% 50%
Nil existence on Twitter
Core focus - GST
COMPETITION RESEARCH

15. QUICKBOOKS ON SOCIAL CHANNELS
Engagement
Good
4
25 to 30
Updates
Per month
Quickbooks Audience Demographics - Twitter
Total Followers
1,568
Avg Likes, Comments
& Shares
Quickbooks Audience Demographics - Facebook
Total Page Likes
36,552 Posts
type: 20% 80%
30 to 40
Tweets & RTs
Per month
Avg Like per tweet
2.7
Avg RT per tweet
1.7
Core Focus – Employees and Ease of Accounting
COMPETITION RESEARCH

16. RESEARCH FINDINGS
Tally leads the market with
more than 75% market
share and 2 Billion users,
which is followed by Busy,
Intuit and others
TG less tech savvy and
require frequent hand
holding and support
Needs to be in regional
language as
accountants and SME
sector not fluent in
English
Huge opportunity with
launch of GST
Face problems integrating
transactions of
ecommerce, digital
wallets, cash back offers,
etc
Market shifting to cloud
based SAAS platform
Need software which
gives ease of doing
business
TG open to using digital
platforms to get issues
resolved
More the 500,000 sellers on
e-commerce platforms
Focus to address the
need of the industry
“Ease of Accounting”

17. UNDERSTANDING THE BRAND
Cloud-based Accounting Software

18. THE ASSETS
CLOUD
BASED SYSTEM
INSIGHTFUL
REPORTS
500+
APPLICATIONS
LINK TO
BANK ACCOUNT
SHIFT TO
SAAS
LINK TO
ECOMMERCE
SECURE
SAFE
PRESENCE
ACROSS DEVICES

19. CUSTOMER BENEFICTS
CLOUD
BASED SYSTEM
INSIGHTFUL
REPORTS
500+
APPLICATIONS
LINK TO
BANK ACCOUNT
SHIFT TO
SAAS
LINK TO
ECOMMERCE
SECURE
SAFE
PRESENCE
ACROSS DEVICES
CHANGE
EASY TO USE
VALUE FOR MONEY
DELIGHT

20. THE NEED
EASE OF USECORE “NEED” WE HAVE TO SOLVE

21. KEY OBJECTIVE
THE OBJECTIVE
INCREASE BRAND AWARENESS AMONG ACCOUNTANTS AND SMALL BUSINESS
OWNERS ON EASE OF ACCOUNTING1
HIGHLIGHT HOW XERO HELPS TO RESOLVE PROBLEMS FACED IN ECOMMERCE
ACCOUNTING2

22. UNDERSTANDING
CONSUMERS

23. TARGET CUSTOMER
CHARTERED ACCOUNTANTS
STARTUP OWNERS
ECOMMERCE SELLERS
FINANCE / ACCOUNTING
PROFESSIONALS
SMALL BUSINESS OWNERS

24. TARGET CUSTOMER

25. AND MANY MORE……

26. WAY FORWARD

27. COMMUNICATION TASK
Brand Story Benefits
Trials
Share
Always On -
Engagement
TESTIMONALS
1 2 3
ACTIVATE & OWN ALL THREE. HOW?
1: Integrated Marketing Campaign - AWARENESS
2&3: Impact Initiatives - EXPERIENCE & ENGAGE
BRAND COMMUNICATION

28. SIMPLE & SECURE
INSIGHTFUL REPORTS
REAL - TIME
PAY FOR WHAT YOU NEED
#ZEROfusswithXERO

29. LAUNCH OF
‘BRAND STORY’

30. Gives complete insight on finances
#ZEROfusswithXERO
No need to learn accounting with XERO
#ZEROfusswithXERO
Pay on the go for what you use
#ZEROfusswithXERO
XERO makes accounting as simple as whatsapp
#ZEROfusswithXERO

31. Two Types of Content we need to Create
LIGHTWEIGHT
Social Media Content
MIDDLEWEIGHT Videos, Digital PR

32. Tips on
Accounting
Decoding
Indian Taxing
system
Common
problems
faced by Small
Business owners
3rd party
applications
for taxing
rebate
Life of
Accountant,
Small Business
Professional,
CA
Finance and
accounting
related humor
LIGHTWEIGHT
CONTENT

33. Bank Reconciliations automated with XERO
#ZEROfusswithXERO
Keep accounting to XERO and focus on your BUSINESS IDEA
#ZEROfusswithXERO
Where every
XERO counts

34. Product Videos
/Presentations
Videos
/Testimonials
Showcase of
add – on
applications
Company Profile
/ Leadership
Innovation
MIDDLEWEIGHT
CONTENT

35. Interesting content which adds value to our audiences. Created in simple formats such as videos, infographics, product
videos etc. All of these are promoted on various digital channels
Small Business Success Stories
Product videos
Using influencers to talk about XERO

36. EXPERIENCE
ENGAGE

37. LAUNCH OF VIDEO SERIES
Launch of series of videos featuring the success stories of small business owners. Here the focus will be
ecommerce sellers, new age exporters, startups, startups on the go, etc.
The stories will talk about how they became successful and how solved the complexity of finance with
XERO. The series will feature businessmen / women, from different cities, regions, languages, different
segments and locations.
The main criteria will be these case studies would be based on XERO users and any one add-on
application which they will talk about.
Small business owners selling products on ecommerce
Idea 1

38. HOW THIS WILL HELP
• People spend more time watching videos for learning new things which help
in business.
• People hardly understand product features, but often connect with a case
study as it has me – too factor.
• The video series will help XERO to gain customer endorsement, which will lead
to advocacy.
With launch of these series we will invite other XERO users in India to share their
story, selected stories will get featured on our channel.
The complete campaign will help to establish
#ZEROfusswithXERO

39. Idea 2
ENGAGE WITH TG – NEWSROOM
Social Listening
Newsroom
Conversation with TG
Launch of newsroom – The newsroom concept will essentially focus on social listening based on
keywords. Here the relevant conversations will be highlighted. The newsroom will have a team of
content writers to create content based on the conversation. This content will then be publish as a
reply / comment / suggestion to those conversations.

40. HOW THIS WILL HELP
• In the initial slides we have seen lot of conversations on digital and social
platforms on finance and accounts. The listening team will identify the most
relevant conversation, the ones where ecommerce sellers are asking about
finance and accounts problems, further these conversations will be classified
into trends for future references.
• The content creation team will help to devise conversation with a focus to
resolve the problems. In case such information / blog is not on XERO website,
we will create this blog and then comment along with the url of information.
• This will help to assist the customers and engage with then to give solution for
their need.
This will help us to do targeted engagement campaign with the industry, especially with
our TG

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