A systematic framework for implementing a leading digital marketing planning program including lessons learned from launching several product and services in the Internet, e-commerce and mobile industries.

1. Digital Marketing Framework
September 12, 2011
11:00 – 12:00 PM
Janet Jaiswal
Sr. Director of Global Product Marketing
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

2. Agenda
› Background
› Definition of digital marketing
› One possible framework
› What should I be doing?
› Lessons Learned
› Q&A
1 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

3. Janet’s background on products launched
Helped launch catalogs
functionality for buyers and sellers
eBay (books, movies, music and games)
Launched a mobile
customer
experience Launched the
product globally Tealeaf PayPal Security
(Phase I) to online Key to
businesses
PayPal consumers and
Products merchants in 3
Launched continents
Launched a mobile and a
service provider data Launched a mobile
TRUSTe
Infosys product and a service
privacy certification
service to online Tech- partnership with Cisco
businesses nologies globally to businesses
2 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

4. Tealeaf - The Leader in Online
Customer Experience Management
• 400+ Enterprise Customers; 30% of Fortune 100
• Increase website and mobile conversion and
adoption rates
• Improve customer satisfaction and retention
• Reduce IT and Support costs
• Improve customer service efficiency
• Founded in 1999 and based in San Francisco, CA
Improving online customer relationships
one experience at a time
3 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

5. Select Tealeaf customers
Travel & Insurance &
Retail
Hospitality Financial Services
30%
of Fortune 100
companies rely on
tealeaf
4
Note: 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidentialcustomers who have given us prior permission.
© Tealeaf only uses the names and logos of and Proprietary.

6. Digital Marketing
Planning Framework
5 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

7. Digital Marketing Framework
Strategic Tactical
Marketing
Phases
Market Product Develop Execute Launch Monitor &
Analysis Strategy Plan Plan Adjust
Requires $$$ to create awareness; Leverage consumer-
B2C focused Social media such as Facebook
B2B Events and associations; Leverage business-focused Social
media such as LinkedIn
Product Encourage trials, endorsements from influential users
Service Use testimonials and metrics to prove value
Helpful resource: http://www.pragmaticmarketing.com/
6 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

8. Digital Marketing Framework
Strategic Tactical
Marketing
Phases
Product Develop Execute Monitor &
Launch
Plan
Market Strategy Plan Adjust
Analysis
1. What need does the market have that your company can fill?
2. Market size and growth rate
3. Buyer characteristics
4. Competitive analysis
5. Capabilities analysis
7 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

9. Digital Marketing Framework
Strategic Tactical
Marketing
Phases
Develop Execute
Market Product Plan Plan
Launch Monitor &
Adjust
Analysis
Strategy
1.Build/buy/partner
2.Price
3.Business case
4.Product portfolio
5.Release milestones
6.Product positioning
8 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

10. Digital Marketing Framework
Strategic Tactical
Marketing
Phases
Product Develop Execute Monitor &
Market Launch
Strategy Plan Adjust
Analysis
Marketing
Plan
1.Product roadmap
2.Positioning
3.Sales training
4.Marketing plan
5.Customer acquisition
6.Lead generation
7.Thought leaders
9 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

11. Digital Marketing Framework
Strategic Tactical
Marketing
Phases
Product Develop Monitor &
Market Launch
Analysis Strategy Marketing Execute Adjust
Plan
Plan
1.Success stories, white
papers, competitive
positioning
2.Sales collaterals & tools
3.Presentation and demos
4.Event support
5.Support readiness
6.Sales training
10 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

12. Digital Marketing Framework
Strategic Tactical
Marketing
Phases
Market Product
Strategy
Develop
Marketing
Execute
Launch Monitor
Analysis Plan
Plan & Adjust
1.Launch product/service/program
2.Define metrics
3.Develop dashboard
4.Measure, measure, measure
5.Review results & adjust
6.Readiness for next phase
Helpful resource: http://www.marketingsherpa.com/
11 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

13. Leverage multiple digital marketing channels
Content Marketing – Develop white papers, technical briefs, case studies, studies and surveys
Event Marketing – Exhibit or speak at trade shows, association meetings, and virtual events, regional /local events
Lead Generation / Online Marketing – email to install base, pay per lead campaigns, banner advertising
etc.
Partner Marketing – Co-market with partners to gain access to their customer base
Public Relations & Analyst Relations – target online publications and writers, meet with key analysts
Sales Support & Tools – Battle cards, FAQs, pitch deck, Objection handling, data sheet, sales training
SEO & SEM – Drive traffic to your website through keyword optimization and paid search
Social Media – test messages w/ online user community, engage users early & on an ongoing basis, woo influencer bloggers
Website Marketing – Analytics, product landing page, navigation, etc.
12 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

14. Lessons learned the hard way
13 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

15. Seven Lessons learned
1. Obtain support within your organization
2. Beta or phase launch, where possible
3. Develop the right message
4. Be a good project manager
5. Identify what you want to measure
6. Do not ignore social media or mobile
7. Monitor and adjust strategy after launch
14 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

16. Lesson #1: Obtain support within your organization
Most non-Marketing functions also have a role that
will help man making your marketing efforts a
success
• Customer support – trained for customer inquiries?
• Executives – Can they communicate key messages to key
customers and the press?
• Finance & Accounting – Are they prepared for new product
lines, are invoices paid and
• Legal – Did they review agreements, MSAs etc?
• IT & Operations – are the systems prepared for entry of
new products? Did they purchase new domains?
• Product – Is the product manager ready to assist with
complex calls?
• Sales – Do they believe in the product/service and are they
willing to sell it?
15 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

17. Lesson #2: Beta or phase launch, where possible
› A beta allows us to learn about the issues our
customers face, what they value and how they
view your product. You can also test key
messages
› A phased launch reduces risk especially when
launching a substantially new product or to a
new target market
16 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

18. Lesson #3: Develop the right message
› The right message informs many of your
marketing efforts and if done right makes the
rest of the work easier.
› The wrong message causes confusion among
customers and users and reduces your
marketing effectiveness
› Test it
› Test it again
17 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

19. Lesson #4: Be a good project manager
When executing a large or complex campaign or
a go-to-market launch, good project
management can reduce costly mistakes
Develop a plan and meet regularly with
stakeholders
Hold stakeholders accountable
Use milestones to communicate status
widely
Identify critical milestones early so you
know if your launch date will be
impacted
18 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

20. Lesson #5: Identify what you want to measure
› If you don’t have measures in place, how will
you know if you have been successful?
• # of mentions in key publications
• # of registrations from the site
• # of webinar attendees
• User reviews/ratings
• # of followers, tweets etc.
• # of qualified leads
• $$ of sales won
› Good benchmarking sources:
• Marketing Sherpa
• Pragmatic Marketing
19 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

21. Know your mobile customers
Measure
• All online services (mobile apps, mobile web,
desktop web, contact center, social media)
• Identify what you want to measure
– Key Performance Indicators Measure
› Acquisition?
› Engagement and retention?
› Monetization?
Learn
Optimize Learn
• Understand your user base
• Listen to your customers
• Identify and eliminate customer struggle
(not just site errors)
Optimize
• Refine goals, measure and improve
performance of key services and make
enhancements to remove customer struggle
20 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

22. Lesson #6: Do not ignore social media or mobile
Social media is time consuming and difficult
to measure. If done right, it can lead to
success
• For example, blogging can
– Establish your company’s thought leadership,
– Lead to increased website visits & registrations
– Help you to stay up in your industry
– Power lead nurturing efforts.
21 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

23. Bad customer
experiences are more
dangerous than ever
22 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

24. 78% of users who
encounter problems
completing mobile
transactions share those
experiences with others
23 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

25. Lesson #6: Do not ignore social media or mobile
Mobile marketing is newer but an area
where you can exert influence
• By 2014, more people will access the Internet through
their mobile device than their desktop PC
• Mobile commerce will grow to $31B by 2016, up from
$3B in 2010
• Opportunities exist with mobile web site, mobile app,
SMS/MMS campaigns
Helpful resource:
Mobile Marketing Association has a certification program.
http://mmaglobal.com
24 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

26. Lesson #7: Monitor and adjust strategy after launch
› Despite the best planning, some adjustment will
have to be made
• What is the feedback from Sales?
• How did campaigns perform against KPIs?
• How did the media respond?
• How did your best customers respond to your new product?
• What are your users saying on social media channels?
• Marketing is about trial and error; it is not an exact science so
expect to iterate your digital marketing strategy
25 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

27. Digital Marketing Strategy
Key takeaways for marketers
1. Create a plan before you start
2. Leverage multiple channels
for greater success
3. Test, measure, monitor and
adjust. Then do it again.
If you don’t, your competition will
26 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

28. Thank You
Janet A. Jaiswal
Sr. Director of Product Marketing
jjaiswal@tealeaf.com
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.