Building a global business digital marketing Pradeep Chopra

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 Year www.omlogic.com 2004

Revenue Distribution 15% 5% US Europe India Rest of the World 15% 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? 1st Billion Internet Users Australia 2% Europe 29% Asia 35% Middle East 2% Africa 2% Latin America 8% www.omlogic.com North America 22% .contd

Our Learnings What Worked? www.omlogic.com

What Always Works? 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? Beyond Sales & Marketing – Hiring – Market Research – Branding www.omlogic.com contd

What Worked? Organic Rankings: Localization www.omlogic.com contd

What didn’t? /customer www.omlogic.com contd

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

What didn’t? Customer Engagement www.omlogic.com contd

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

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

Marketing is Marketing Business Strategy Marketing Promotion (Product, Service or a Brand) SEO www.omlogic.com SEM

The Current Reality Marketing Business Strategy Online Marketing Promotion Marketing Marketing www.omlogic.com (Product, Service or a Brand) SEO SEM

Thank you! Q&A [email protected] Presentation available at http://www.omlogic.com/presentations.html www.omlogic.com