Pradeep Chopra presents on Digital Marketing at Digital Marketing Mastercalss by TiE Internet SIG by OMLogic

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									         Building a global business digital
                      marketing
                         Pradeep Chopra
                  Co-founder, OMLogic Consulting




www.omlogic.com
                  Whizlabs Software
             “Global Reach from an Indian Beach”




www.omlogic.com
                  Whizlabs in 2000
    •   3 People with no clue about Selling
    •   Rs 45,000/- (personal savings)
    •   Good Product for IT Professionals
    •   No Customer




www.omlogic.com
                  Whizlabs in 2005
         “We don’t go anywhere, we reach everywhere!”
    •   One of the Global Leaders
    •   1M Unique Visitors in a niche community
    •   Over 400,000 Users
    •   Customers in over 130 Countries
    •   Over 70 Enterprise Customers
    •   95% Revenue from Outside India
    •   Yet, No Sales Team | No Visit Outside Delhi


www.omlogic.com
                  The Turning Point…
    • Jan 10, 2001: Launched Java certification
      product
    • Jan 28: Sold online to someone in US for 25$
    • August: Launched 2nd Product
    • And Whizlabs started…




www.omlogic.com
                                Time to Sell

                          19



                                    1
                  Days




                                                   -10   Pre-order


                                                                       -30


                         2001     2002          2003                 2004
                                         Year




www.omlogic.com
                  Revenue Distribution

                         15%


                    5%
                                     US
                                     Europe
                                     India
                  15%
                                     Rest of the World
                               65%




www.omlogic.com
             Key Corporate Customers




www.omlogic.com
             Why global and what’s the
                   opportunity?
    • Internet has created a level playing field,
      independent of:
              – Time
              – Distance
              – Capital




www.omlogic.com
             Why global and what’s the
                    opportunity?     ..contd

    • 1st Billion Internet Users




www.omlogic.com
                  Our Learnings…

                    What Worked?




www.omlogic.com
                  What Always Works?




            Understand Your Customer




www.omlogic.com
                  Let’s look at an example




www.omlogic.com
                        Top Line Grew by 25%


                  Old website              New website




                                  How?
www.omlogic.com
                        We Inquired


                  “Who is visiting our website?”




www.omlogic.com
                  What We Discovered?
    •   Professionals thinking “Why certification?”
                                             Not talking to them
    •   Professionals thinking “Which certification?”
                                             Not talking to them
    •   Professionals thinking “How to prepare?”
                                             Not talking to them
    •   Professionals clear about everything. Now looking for specific
        product.
                                   Talking to them – but not clear




www.omlogic.com
                          Impact
    • Loosing customers during trust building stage
    • No relationship with customers
    • Talking to a small % of potential customers




www.omlogic.com
                  What We Decided?
    “Talk to customers at every stage in the sales cycle”
     • Articles on “Why to certify?”, “Which certification is for
       you?”
     • Preparation guides for all certifications
     • Revamped site navigation and user experience




            Result: 25% increase in Revenue
www.omlogic.com
                          What Worked?
    Pricing: Going Global, Staying Local
         – Pricing Vs Quality
         – Differential Pricing




www.omlogic.com
                  What Worked?
    B2B Works




www.omlogic.com
                   What Worked?   … contd

    • Beyond Sales & Marketing
         – Hiring
         – Market Research
         – Branding




www.omlogic.com
                  What Worked?         … contd

    • Organic Rankings: Localization




www.omlogic.com
                   What didn’t?   … contd

    • $/customer




www.omlogic.com
                  What didn’t?   … contd

    • Scale




www.omlogic.com
                  What didn’t?   … contd

    • Customer Engagement




www.omlogic.com
                  What didn’t?
    • Communication (language)




www.omlogic.com
                  What didn’t?   … contd

    • Online +




www.omlogic.com
                  Marketing is Marketing
                     Business Strategy

                           Marketing

                          Promotion
                     (Product, Service or a Brand)

                         SEO               SEM




www.omlogic.com
                     The Current Reality
                  Marketing

             Business Strategy     Online Marketing

                                         Promotion
                                     (Product, Service or a
                                               Brand)
                  Marketing
                  Marketing
                                      SEO             SEM




www.omlogic.com
                        Thank you!


                           Q&A
                    pradeep.chopra@omlogic.com


                   Presentation available at
                  http://www.omlogic.com/presentations.html




www.omlogic.com

								
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