b2b digital marketing strategy

B2B LinkedInMarketing Strategy

Ambika Gaur | 15050143004

About Nagarro

Nagarro is a custom software development and business consulting company that provides business consulting and technology services to its clients. It is headquartered in San Jose, California and has its primary development center in Gurgaon, in the National Capital Region of India. Since 2011, Nagarro is a subsidiary of Allgeier

Nagarro’s LinkedIn Page Analysis

What is the company doing currently?

Nagarro’s LinkedIn

▸ 56,314 followers▸ No regularity in posting content▸ Mostly inactive- posts once a month▸ Content is sourced from Nagarro blog and

website(articles)▸ No sponsored content▸ No careers tab

Brief Overview of CompetitorsWhat are others saying?

Nagarro’s competitors in IT Service & Consultancy -Polaris and Mindtree

▸ Mindtree- 1,34,547 followers, Polaris- 3188 followers

▸ Active presence- daily posts▸ Mindtree focuses on thought leadership through

content marketing▸ Polaris shares content to target prospects and

clients

Goals for LinkedInWhy do we want to promote our business on LinkedIn?

Setting goals and objectives for LinkedIn marketing campaignGoals▸ Building brand awareness with a professional presence to

establish Nagarro’s expertise in ITes industry ▸ Developing the business by connecting with clients and

prospects and promoting Nagarro as a service provider

Objectives▸ To increase sales enquiries or conversions from LinkedIn by

10% within next three months▸ To increase engagement with status updates by 25% in next

quarter

LinkedIn StrategyOur approach to marketing on LinkedIn. Includes platforms, tactics and KPIs

KPIs to be tracked during the campaign

Metrics used to determine how Nagarro is performing against its objectives.▸ Hard KPIs : Easily quantifiable metrics which measure the following

▹ Engagement▹ Leads▹ Conversions

▸ Soft KPIs : Intangible indicators that measure brand value, difficult to quantify▹ Heightened brand awareness▹ Increased visibility▹ Relationship building

Platform 1: LinkedIn Company PageOrganic + Sponsored Content tactics and KPIs for Nagarro’s current LinkedIn page. Goals covered - Brand awareness and lead generation

Sharing relevant content to attract leads and nourish existing relationshipsContent to be shared▸ Original articles from Nagarro blog/website to build credibility. Example-“Being

Omnichannel is being Omni-agile”▸ Latest news from the industry and current technology developments to capture

attention.Example- “Future of t the Latest Blockchain Technology”▸ Information related to offline events and webinars to attract prospects and clients

Example- “Join webinar on Enterprise Agile Management Systems for better organizations”

▸ Customer narratives and testimonials to display professional expertise and build credibility. Example- “CEO,Mitsubishi Chemical USA talks about Nagarro’s SAP services”

▸ Success stories of existing clients in the form of case studies/videos to get leadsExample- “How Lufthansa benefitted from Nagarro’s automation services”

▸ Creation of Nagarro showcase page to promote individual speciality services[Content in the form of text, video, image, podcasts, infographics to be shared]

Key Performance Indicators for the tactics

▸ Page followers▸ Post clicks▸ Engagement-Likes, shares, comments▸ Impressions▸ Inquiries and leads▸ Webinar/event registrations▸ Video views

Platform 2: Slideshare(LinkedIn)Content tactics and KPIs for building a slideshare presence for Nagarro from scratch. Goals covered - Lead generation, brand awareness

A creative way to present tactical content using slides and videos to generate leadsContent to be shared▸ Short videos about the company’s introduction, mission, work culture, etc.

Example-“Nagarro’s delivers the promise of bringing agility in work culture”▸ How-To guides and facts about various technology related topics to help people

(prospects/clients) in need for solutionsExample- “10 Facts About cloud client management softwares”

▸ Industry trends in the form of infographics Example- “IT solutions changing over time: Infographic”

▸ Interviews of influencers and industry bigwigs to gain traction from their followers. Example- “What does Fred Kennic predict for SAP solutions in 2016”

Leads▸ LinkedIn autofill lead capture form in the end of the slides to convert interested

readers into clients

Key Performance Indicators for the tactics

▸ Followers▸ Impressions▸ Engagement-Likes, shares, comments▸ Actions- Downloads, embeds,views▸ Inquiries and leads

Platform 3: LinkedIn PulseTactics for LinkedIn Pulse Goals covered - Brand Awareness

Long-form content to engage audiences and build credibilityContent to be shared[From the LinkedIn profile of top managers and CXOs of Nagarro.]▸ Industry related news and trends

Example-“This is Just a Beginning for Enterprise Solutions in the Country”▸ Opinions on technology changes, news and other relevant topic to be the voice of

the companyExample- “This is Why I Believe BlackChain Has a Potential in India- Manas Fuloria-CEO Nagarro”

▸ Cross sharing of these Pulse post through official Nagarro account ▸ Links in articles to download entire ebooks on various tech topics

Key Performance Indicators for the tactics

▸ Engagement- likes, comments, shares▸ Post Views▸ Follows▸ Profile views

Platform 4: LinkedIn GroupsTactics for LinkedIn Pulse Goals covered - Brand Awareness

Free flow of thoughts among a community of likeminded people to build brand authority Content to be shared▸ Creation of “Nagarro Communicate” group to bring like-minded people under an

umbrella and have meaningful discussions around tech related topics▸ Frequent QnA sessions to increase engagement in the community

Example-“Do SMEs need SAP services?”▸ Discussions around latest trends and technologies

Example- “Cloud computing has it’s cons. Agree or disagree”

Key Performance Indicators for the tactics

▸ Number of members▸ Active discussions▸ Company page likes▸ Engagement- likes, share, comments

Other Platforms: Company Blog, Podcasts, Webinars, EmailGoals covered - Brand Awareness, Lead generation

Nagarro Blog -An effective way to get inbound traction

Reasons▸ Effective way to drive relevant traffic to the website▸ Strengthens company’s organic presence on SERP i.e helps in SEO if blogs are

listed on SERP. So if a prospect looks for a solution, Nagarro is present right at the moment

▸ Content marketing through blogs will help build thought leadership over time once the brand gains popularity

Content▸ Articles and listicles around various themes such as Internet of Things, CLoud

computing, Big Data, etc. Example- “Cloud computing has it’s cons. Agree or disagree

KPIs▸ Blog visits, Top posts, Traffic source, New leads per post, Engagement-Like, share,

comment, email subscribers

Strategy to deliver content to Nagarro’s clients

Email marketing for lead nurturing and strengthening existing bond with clientsReasons▸ Has a larger and direct reach▸ Message reaches directly in subscriber’s mailbox hence more likely to be opened

unlike social media ▸ Drives conversions- turns leads into customers

Content▸ Company newsletter and whitepapers▸ Top performing blogs roundup▸ Behind the scene look of the company, insider information▸ Webinar and event invitations

KPIs▸ CTR, Conversion rate, Bounce rate, unsubsribers, increase in mailing list

Webinars and podcasts are interactive content tools for brand storytelling Reasons▸ Webinars and podcasts help in lead generation through registrations▸ Respect for brand increases by watching/listening brand experts talk about

subject matters▸ Excellent follow-up technique in collab with email marketing

Content▸ Panel discussions related to industry issues▸ Successful case studies of Nagarro▸ QnA sessions to address issues and provide solutions▸ Audio presentation of blogs and articles(Podcasts)

KPIs▸ Number of participants, views, number of questions asked engagement-like, share,

comment

THANKS!