www.omlogic.com building a global business digital marketing pradeep chopra co-founder, omlogic...
TRANSCRIPT
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www.omlogic.com
Building a global business digital marketing
Pradeep ChopraCo-founder, OMLogic Consulting
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www.omlogic.com
Whizlabs Software“Global Reach from an Indian Beach”
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Whizlabs in 2000
• 3 People with no clue about Selling• Rs 45,000/- (personal savings)• Good Product for IT Professionals• No Customer
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Whizlabs in 2005
• 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
“We don’t go anywhere, we reach everywhere!”
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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…
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Time to Sell
2001 2002 2003 2004
Year
Days
19
1
-10
-30
Pre-order
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www.omlogic.com
Revenue Distribution
65%
15%
5%
15%
US
Europe
India
Rest of the World
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Key Corporate Customers
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Why global and what’s the opportunity?
• Internet has created a level playing field,independent of:
– Time– Distance– Capital
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www.omlogic.com
Why global and what’s the
opportunity? ..contd• 1st Billion Internet Users
Asia35%
North America22%
Latin America8%
Africa2%
Middle East2%
Europe29%
Australia2%
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www.omlogic.com
Our Learnings…
What Worked?
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What Always Works?
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Let’s look at an example
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Top Line Grew by 25%
Old website New website
How?
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We Inquired
“Who is visiting our website?”
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What We Discovered?
• Professionals thinking “Why certification?”
• Professionals thinking “Which certification?”
• Professionals thinking “How to prepare?”
• Professionals clear about everything. Now looking for specific product.
Not talking to them
Not talking to them
Not talking to them
Talking to them – but not clear
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Impact
• Loosing customers during trust building stage• No relationship with customers• Talking to a small % of potential customers
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What We Decided?
• Articles on “Why to certify?”, “Which certification is for you?”
• Preparation guides for all certifications• Revamped site navigation and user experience
“Talk to customers at every stage in the sales cycle”
Result: 25% increase in Revenue
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What Worked?Pricing: Going Global, Staying Local
– Pricing Vs Quality
– Differential Pricing
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What Worked?
B2B Works
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What Worked? … contd
• Beyond Sales & Marketing – Hiring– Market Research– Branding
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What Worked? … contd
• Organic Rankings: Localization
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What didn’t? … contd
• $/customer
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What didn’t? … contd
• Scale
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What didn’t? … contd
• Customer Engagement
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What didn’t?
• Communication (language)
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What didn’t? … contd
• Online +
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Marketing is Marketing
Business StrategyBusiness Strategy
MarketingMarketing
PromotionPromotion(Product, Service or a (Product, Service or a
Brand)Brand)
SEO SEO SEMSEM
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The Current Reality
MarketingMarketing
Business StrategyBusiness Strategy
MarketingMarketing
PromotionPromotion(Product, Service or (Product, Service or
a Brand)a Brand)
SEO SEO SEM SEM
Online Marketing
Marketing
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www.omlogic.com
Thank you!
Q & A [email protected]
Presentation available athttp://www.omlogic.com/presentations.html