1. cohan@selasdia.com
David versus Goliath : Digital Marketing
How to pick
suitable
marketing
strategies
& tools that
enable them !!!

2. cohan@selasdia.com
How to pick marketing strategies and tools
… that meet your company’s needs.
What are the right tools for you?
Image from Wikipedia

3. cohan@selasdia.com
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The Story of David and Goliath
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Pick my Strategy …
• Keep my distance
and Tools …
• Sling
According to my
company’s …
• Size
• Competition
• Products/Services

4. cohan@selasdia.com
4 Broad Categories of Digital
Marketing Tools
1. Online Reputation Management Tools
2. Inbound Marketing Tools
3. Interactive Marketing Tools
4. Influencer Marketing Tools

5. cohan@selasdia.com
1. Online Reputation Management Tools

6. cohan@selasdia.com
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Three Big Firm Strategies
1. Tackle complaints on social media
2. Promote through social channels
3. Solve problems through social channels
Example: 1) United breaks guitars 2) Trending hashtag #CCDSucks
A or B?
Recommends A
Likes A
Uses A
Example: 1) @airtel_presence

7. cohan@selasdia.com
Image from Wikipedia
Image from Wikipedia
Tools
1. ORM – Online Reputation Management
2. SMM – Social Media Marketing
3. SCRM – Social CRM

8. cohan@selasdia.com
Image from Wikipedia
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Online Reputation Management
Social Media Marketing & Analytics
Capabilities:
1. Spot negative mentions of the brand.
2. Spot trending tags or mentions related to a brand.
Capabilities:
1. Schedule posts
2. Measure engagement with posts
3. Measure reach of posts
4. Estimate best time for posts
5. Sentiment, buzz and influence metrics
Social Media

9. cohan@selasdia.com
Image from Wikipedia
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Social CRM Tools and Social Customer Service
Capabilities:
1. Spot mentions of the brand.
2. Support a customer service workflow.
3. Support a sales workflow.
4. Spot inquiries
5. Spot leads
6. Spot complaints
Social Media
Newer tools offer intention analysis.
That means spotting complaints, requests, inquiries, etc.

10. cohan@selasdia.com
Image from Wikipedia
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1. Online Reputation Management
2. Social Media Marketing
Assumption: You have an online reputation to manage
Assumption: That there is an audience/followers
Size = Medium to BIGAssumption:
Company’s Size
3. Social CRM
Assumption: That there are many customers

11. cohan@selasdia.com
1. Online Reputation Management Tools
The assumption is that
you’re a big firm

12. cohan@selasdia.com
Image from Wikipedia
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There were 5.8 million employer firms in the U.S.A.
89.7% = less than 20 workers
99.7% = fewer than 500 workers
According to U.S. Census Bureau data (2009 data):
Source: http://www.sbecouncil.org/about-us/facts-and-data
SMEs

13. cohan@selasdia.com
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Customer Acquisition Strategies
3. Promote through interactive marketing
2. Promote through advertising (SEM & SMM)
4. Promote through viral marketing
1. Promote through SEO & Content marketing
5. Promote through event marketing
6. Promote through influencer marketing

14. cohan@selasdia.com
2. Content Marketing Tools
They work for big and small
firms

15. cohan@selasdia.com
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Marketing Automation Tools
Capabilities:
1. Spot mentions of the brand.
2. Support content marketing
3. Support email marketing
Social Media
Web
Email
1. Promote through SEO & Content Marketing

16. Marketing Automation Tools Market-Share

17. cohan@selasdia.com
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Content Marketing
Marketing over the web, social media, and email by
sharing content that helps customers or prospects:
1. Content creation around keywords
2. Content dissemination on digital media
3. Lead capture using forms, polls and gated downloads
This is a bit of a superset of SEO (SEO is about making your
website rank high on search engines).

18. cohan@selasdia.com
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Example of Content Marketing
Let’s say I am Tally, and I want to promote tools for financial
accounting to Chartered Accountants.
1. Content creation around keywords that potential customers
might search for:
accounting, accounting software, accounting tools,
tax preparation, taxation, cost accounting, tax compliance
2. Content dissemination on digital media:
Web pages with articles including those keywords
http://tallysolutions.com/5- accounting -tips-for-small-firms.html
Title: 5 Amazing Accounting Tips for Small Firms
Content: Has your accounting given you spent sleepless nights

19. Courtesy of Plumb5
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Content Marketing – Creation/Analysis

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Share the content on social media
1. Find out when your potential customers are active on
social channels
2. Schedule the content to go out at those peak hours
Eg:
“5 indispensable #accounting tips for small business!!!
http://bit.ly/hjjker”

21. Courtesy of Plumb5
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Content Marketing – Unified Customer Views

22. Courtesy of Plumb5
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Content Marketing – Unified Customer Views

23. cohan@selasdia.com
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Example of Content Marketing
3. Lead capture using forms, polls and gated downloads
http://tallysolutions.com/5-accounting-tips-for-small-firms.html
Possible Carrots:
1) Newsletters
2) Whitepapers

24. cohan@selasdia.com
2. Content Marketing Tools
They may not work for small
firms competing with big firms

25. cohan@selasdia.com
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Competitive Landscape
Your content
Your competitor’s content
You
Your competitor

26. cohan@selasdia.com
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Competitive Landscape
Example 1
Startup
Big firm

27. cohan@selasdia.com
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Example 2
Small software services firm
Open source
project
Competitive Landscape

28. cohan@selasdia.com
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B2C
Advertisement
Search Engine Marketing
Advertisement
B2B

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B2C
Advertisement
Product Type
Customer
Customer
Customer
Accountant

30. cohan@selasdia.com
2. Content Marketing Tools or SEO or SEM
They may not work great for
firms in the B2B space

31. cohan@selasdia.com
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B2B
Advertisement
Product Type
Not a customer
Not a customer
Customer
Accountant

32. cohan@selasdia.com
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B2B SEM ROI
Budget is $10 10 eyeballs
Cost Per Prospect Click = $10
Cost Per Click = $1

33. cohan@selasdia.com
3. Interactive Marketing Tools
They can work for small firms
competing with big firms and
for B2B firms

34. cohan@selasdia.com
3. Promote through Interactive Marketing
/ Relationship Marketing
/ Outbound Marketing
Email Marketing Automation Tools
Marketing over email:
1. Content dissemination over email
2. Measure engagement (opens, links followed)

35. cohan@selasdia.com
Interactive Marketing
Social CRM Tools With Intention Analysis
Capabilities:
1. Spot mentions of the brand
2. Support a sales workflow
3. Spot inquiries
4. Spot leads
5. Spot complaints
Social Media
Newer tools offer intention analysis.
That means spotting complaints, requests, inquiries, etc.

36. cohan@selasdia.com
Examples of Leads Spotted using
Intention Analysis

37. cohan@selasdia.com
New Tools!
Buyer Persona Modeling
Interactive Marketing Automation Systems
Capabilities:
1. Model B2B Buyer Personas
2. Build lists of people who fit those personas (leads)
3. Identify ways to connect with them (email or social channels)
4. Score and prioritize the leads to interact with
Social Media
Web

38. cohan@selasdia.com
B2B Buyer Persona Modeling Example
Buyer Persona 1 – Buyer of digital marketing software
1. Job role: CMO
2. Keywords: marketing, digital marketing, #smm
3. Seniority: VP or Executive
4. Location: Any
5. Company size and vertical: Any

39. cohan@selasdia.com
B2B Buyer Persona Modeling Example

40. cohan@selasdia.com
B2B Buyer Persona Modeling Examples

41. cohan@selasdia.com
Interaction Recommendations

42. cohan@selasdia.com
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B2B Interactive ROI
Budget is $10
10 prospects view
100 targeted interactions
1 hour’s salary
1 prospect follows
Cost Per Prospect View = $1
Cost Per View = $1

43. cohan@selasdia.com
B2B Interactive Marketing Outcomes
Audience

44. cohan@selasdia.com
B2B Interactive Marketing Outcomes
Awareness

45. cohan@selasdia.com
3. Interactive Marketing Tools
Now that you’ve generated
awareness and have an
audience, you’ve solved the
following problem!!!

46. cohan@selasdia.com
Image from Wikipedia
Image from Wikipedia
1. Online Reputation Management
2. Social Media Marketing
Assumption: You have an online reputation to manage
Assumption: That there is an audience/followers
Size = Medium to BIGAssumption:
Company’s Size
3. Social CRM
Assumption: That there are many customers

47. cohan@selasdia.com
3. Interactive Marketing Tools
However, interactive
marketing won’t work for
small-ticket consumer goods

48. cohan@selasdia.com
6. Influencer Marketing
Capabilities:
1. Model B2B (or B2C) Buyer Personas
2. Build lists of people who fit those personas (leads)
3. Identify who or what influences them (media, people, tags)
4. Reach out to them through their influencers

49. cohan@selasdia.com
B2B Influencer Analysis Example
Where do marketers get their information?

50. cohan@selasdia.com
B2B Influencer Analysis Example
How do marketers and CMOs compare?

51. cohan@selasdia.com
4. Influencer Marketing Tools
Influencer marketing can
work for small-ticket B2C and
for B2B firms

52. Speakers and Panelists
Cohan Sujay Carlos, CEO, Selasdia
Pavan Kumar, Head Product Marketing, Plumb5
Chirantan Ghosh, Head of Communications, TCS