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360 degree marketing - A practical approach to brand building
1. Sairam Vedam – Asst. Vice President & Global head of Marketing- @saivram
Cigniti Technologies- The global leaders in independent software testing services
360 Degree
Marketing
A Practical approach to brand
building
Date: November 18, 2015 | http://www.woxsen.edu.in|Hyderabad, India.|
2. About myself
• Technologist at heart
• Cross functional Software Industry leader
• Marketer by profession
• 16+ Years of Industry experience
• Office of the CTO
• 3 Different acquisitions- Both sides of M&A
• 3 Startups- Failed entrepreneur
• Dabbled with market place e-comm in
2009
• 2010-SMS based auto, cab booking
• Successful Startup advisor (Entry to Exit)
• Award winning Marketing Executive
• Masters in Compute Technology
• Executive Masters in Management
• Blogger
“Sairam has a rare mix of technical and
marketing experience and can contribute to
the company in several different roles. I
found him to be sharp, thorough at work
and with good business acumen.” July 30,
2009 “ -Jay Pullur, Founder & CEO, Pramati
Technologies managed Sairam indirectly
at Pramati Technologies.
3. Agenda
• Building a brand – A different ball game
• Building a brand – A True Love Story
• The Marketing lab – A True case study
• 360 Degree Marketing – A True solution
• A True Twist in the Love Story –Wait and Watch
• Take away - The 12 True pills to build a brand
4. When the brand is/was in infancy
• No legacy
• No branding
• No recognition
• No recall
• No backing
• No respect
• No market leadership
Only thing we had was Vision, Aggression, Passion, Commitment, Zeal, Confidence
&
Lots of STEEL
5. Falling in love to build a brand– Did you ever ?
• Why is/was it so very different ?
– Working and marketing for an established brand is a opportunity
– Working to build and market a truly evolving brand is a challenge and
an opportunity
– Choose what you would love to do- Be free spirited
– Wake up from the comfort zone – No pain, No gain
– No precedence – Uninhibited thinking
• Once in a life time opportunity- Go/Went for it
6. Marketing Lab - Assignment
Making Cigniti a Leader in a 3 year horizon (2012-2015)
9. 360 Degree Marketing
Sales Enablement-
Competitive
Intelligence
AR, PR and IR
Content
Marketing
Digital and
Social Media
Marketing
Brand Management
Partner Relations
CSR
Technical Marketing
and Positioning
Marketing and
Other groupsEmployer
Branding
Sales and Marketing
Automation
IP – Patent filing
10. 360 Degree Marketing- Choose the Right Levers for the Right Objectives
Marketing – Levers | Build vs Buy
Content
Marketing
Analyst
relations
Partner
relations
Geo and Field
Marketing
Digital and
Social media
Demand Generation Marketing activities
Events
Corporate, Influencer and Strategic Marketing activities
Analyst
relations
Media and
Public relations
Thought
leadership
Awards and
Recognition
Employer
branding CSR Enhanced
Brand
awareness
recall &
out reach
Enhanced
Leads and
business
IR
11. Brand Management at Cigniti
Employer
Branding
Talent
Magnet
Assured
Rewards and
Growth
Career
Testers
Go Social
Build an
army of
Brand
Ambassadors
Work to
Delight
“The brand should create and
resonate a culture of mutual
respect, peer admiration,
competitive spirit and a healthy
atmosphere of coach, compete
and collaborate for a long
lasting career amongst all our
Cignitians”
This ensures a world class
employee-employer relation
bonded by Emotional
attachment and not just
professional pursuits of a job to
be done.
12. How employer branding works to help Cigniti
We Brand Our Culture
» Cigniti is a place where a fine line of career test
leaders lead young minds in software testing.
» Cigniti attracts the best talent from across the
globe, from premier institutes like IIT, IIM, ISB and
also from some of the best known product and
services companies in the world.
» Fun at Cigniti is an integral part of the culture.
Life@ Cigniti is exciting, stimulating and full of vigor
and energy.
» In fact at Cigniti, excellence begins from day one in
everything we do.
13. 12 Marketing Levers that were adopted to help Cigniti Sales
Website
Events/
Conferences
Webinars Whitepapers
Partner
Marketing
Marketing
Email Campaigns
Analyst and
Advisory firms
Endorsements
Workshops
On Innovation
Sponsored
Campaigns –
LinkedIn
Pay per click
Google AdWords
Field Marketing
Sponsored
Campaigns –
Media Platforms
IST/Sales
Marketing will focus on these
12 levers to provide
acceleration and impetus to
business through sustained
generation of leads and
business inquiries
14. World class testing infrastructure with continued investment in IP led tools
and global patents
Cigniti along with its strategic partner HP, has developed and
launched ‘IP-QuickLean’, the world’s first automated solution
for migrating HP UFT test scripts into HP LeanFT
This test asset migration tool reduces the migration effort by
90%, speeds up migration by 5x and reduces the cost of
migration by 10x
QuickLean reflects the Company’s spirit of co-creation with its
strategic partners
The company has applied for a patent for the tool which is
expected to start contributing to revenues from FY17
…along with investment in IP-led tools…
…and continuous innovation
SMARTTools
SMART Tools provide
Point solutions for gaps that are not
fulfilled by market tools
Allow seamless integration with all the
leading market tools
Help win clients by focusing on the three
propositions of domain, packaged
products and accelerators/extenders
CentreofExcellence
Cigniti has invested in cutting edge labs
across technologies to provide world class
software testing services
Enterprise Mobile Labs
Robotics Lab
Cloud enabled Performance Lab
Smart Meter Lab
• We have a successful US provisional patent for iGenerate Test Scenarios Application No. 61/976,522
• We are working on one more patent for QuickLean tool
Gallop‘s QuickLean accelerates migration of
UFT scripts to be readily used with HP’s latest
and advanced functional test automation
solution – LeanFT. QuickLean eases
Enterprise Agile and DevOps teams adoption of
LeanFT
15. How Analyst and Advisory Marketing worked to help sales
Market
Insights
Sourcing & Advisory Firm
Analyst
Quadrants &
Mentions
Advisory Session
• Partner
• Session Offerings
• SWOT
Deal
Endorsements
Bring in Large RFPs
& Deal Closers
Commissioned
Reports &
Intelligence
(Surveys, Lists, Info)
Sales
16. How Marketing enabled Sales via Field Marketing and MRA
Sales provides
Must have accounts
MRA Team
Completes
primary research
Send primary
Research data
To field
marketing team
Validate data and
request for
Secondary
research data
MRA team to create
PBS for prospect
Field marketing to
Validate the
secondary
research data
And relevance of
PBS
Field marketing
does the CXO
Profiling and submits
the report to BDM’s
BDM
Field MKTG
Drive the
prospect to
a closure
Must Have Account
Cultivating
Positioning
Closing
18. How Partner Marketing enabled Sales
Joint Thought Leadership
Whitepapers
Webinars
Case Studies
Blogs
Joint Go-To-Market
Press Releases
New Service
Models
End to End
Solutions
Joint Lead Generation
Lead Sharing
Lead Generation
Leverage existing
Client base
Joint R&D
Certified <Partner
Tool> Professionals
Cobranded Test
Cloud Lab Setup
Co-IP and
Framework
Development
19. How Marketing Enabled Sales via Partners ?
Partner
• Size of the
Company
• Decision Maker
• Geographical
Region
Region
Title
Size
Qualified
Leads
Leads
Lead Sharing
Partner Margin
Reseller
Decision makers and
key influencers.
20. How Content Marketing Enabled Sales
• Size of the
Company
• Decision Maker
• Geographical
Region
LeadRegion
Title
Size
Qualified
Leads
21. Flagship thought leadership event- Leadership in Quality Engineering
(LiQE)
Total 330 (engagements) Leads 80 and 11 closures (accelerated many deal closures and
business from existing accounts)
22. How Event Marketing helped sales
• Size of the
Company
• Decision Maker
• Geographical
Region
LeadRegio
n
Title
Size
Qualified
Leads
• Brand Awareness
• Thought Leadership
• Demand Generation
Qualified contacts created
155
10 New Partners engaged
3 Speaking sessions for
leaders
25 Qualified prospects with
next steps
24. Investor relations : IR Marketing as brand builder
2012-13 2013-14 2014-15
Cigniti’s annual report 2012-13 topped the
list (global rank 293) of 7 Indian reports
making it into the global 400 list
25. Twist in the story
• Repositioning Product Centric
Brand to Services Brand
• Get quick traction and recognition/
website traffic to the new website
• Setup the Marketing strategy for
the new entity
• Generate incoming leads/ inquiries
via the website
• Extend the partnerships of Cigniti
to include Gallop & build new
strategic partnerships.
• Get external recognition & awards
from Analysts & Advisory
World’s 1st automated migration solution from HP UFT to HP Lean FT- Launched May 2015 at
HP Discover, lasVegas
26. Corporate Social Responsibility – Project Cignificance
Cigniti’s Project Cignificance aims to reach out
to over 6 million students studying in Telugu
medium schools in Andhra Pradesh and
Telangana. Project Cignificance is aimed to
help these students and teachers by
translating Khan Academy videos into Telugu.
Our initiative is to eliminate the knowledge
gap caused due to lack of infrastructure and
teaching aids.
Subjects covered – Mathematics + Sciences
YouTube link - http://bit.ly/X7s3hr http://te.khanacademy.org
http://www.youtube.com/user/KhanAcademyTelugu/videos
30. 2015 Strategic Partners
Test Automation
–
Mobile and Web
applications
Cloud Based
Mobile Device
Lab
Application
Performance
Monitoring &
Performance
Engineering
Mobile Test
Automation
ALM Suite
Automation,
Performance
and Security
testing
Automation and
Performance
testing
Cost effective
Performance
testing tool
Security Testing
Test Data
Management,
Agile Devops
&Test
Environment
Management
Model Based
Testing, Agile
Devops
Cloud Testing Mobile Testing
Device & App
Testing
Scriptless
Testing
Agile, Test Case
Management
Test
Automation,
Performance
Testing
On-demand
Test
Environment
Enterprise Test
Automation
Platform
On-demand
Mobile Testing
Infrastructure
Digital
Commerce
Agile ALM
Real Time Test
Management
Static Code
Analysis
ATM &
Electronic
Payment
System Testing
Data as a
Service
32. Brand Recognition – Forbes, BT500 and Financial Chronicle Rankings
728 - 2013 606-2014 534-2015
Cigniti Technologies has been recognized as the 'Fastest Growing
Company in Asia' in Forbes Asia Best Under a Billion Forum 2014.
33. Cigniti is a ‘Leader’ in Software Testing NEAT Charts
Ranked as a leader in ’Overall Market’
Segment
“As a Leader, Cigniti exhibits both a
high ability relative to their peers to
deliver immediate benefit and a high
capability to meet client future
requirements”.
Dominique Raviart,
Principal Analyst
34. Cigniti is a Major Contender in PEAK Matrix™
Everest Group, the leading analyst
firm, recognizes Cigniti as a Major
Contender in the PEAK Matrix™ for
Independent Testing Services, 2015.
Everest Group confers “Best in
Class” rating to Cigniti for Buyer
satisfaction in the Service Provider
Assessment.
Source: Everest Group Independent Testing
Services – PEAK Matrix™ Assessment, July 2015
35. Forrester recognizes Cigniti working to enable Quality at Speed
Forrester cited Cigniti
among the 9 services
firms and systems
integrators working
to enable Quality at
Speed
In the report “Five Must-Do’s For Testing
Quality At Speed”, Forrester mentions there is
a need for increased level of automation
testing and how Cigniti along with other
services & SI firms are investing in accelerators
to improve end to end automation testing.
Source: "Five Must-Do's For Testing Quality At Speed", Forrester Research, Inc., January 23, 2015
“We are committed to better serve enterprises and
Independent software vendors in the digital world through
our investments into Test Accelerators & Test Automation
capabilities” – Sriram Rajaram, President, Cigniti
36. Strong technical capabilities as established by numerous awards &
analyst mentions
Cigniti Wins 2015 Business
Today BEST SME Award for
Global Excellence
September 2015
Report Watch rated CTL’s
Annual Report of FY 12-13
as the best Indian Report
and ranked it globally at
293 in the top 400 best
reports reinforcing its
credibility
Cigniti Technologies is
highly commended in the
best overall testing
project (Retail sector)
award category at TESTA
2014
Cigniti receives 2014
Global customer
leadership value award
from Frost & Sullivan in
US
November 2014
Cigniti receives 2015
Global customer
leadership value award
from frost & Sullivan in
UK
May 2015
Cigniti is recognized as
the “Fastest Growing
Company in Asia” in
Forbes Asia Best Under
a billion Forum 2014
December 2014
Forrester cites Cigniti
among the 9 services
firms & Sis working to
enable quality at speed
January 2015
Gartner
Cigniti is a Pure-Play Testing Service Provider with Multi domain Skills
Source: “Vendor Guide to the Right Application Testing Service
Partner”, Gartner, November 2013
Forrester
Forrester cited Cigniti among the 9 services firms and systems
integrators working to enable Quality at Speed
Source: "Five Must-Do's For Testing Quality At Speed",
Forrester Research, Inc., January 2015
Nelsonhall
Cigniti is a ‘Leader’ in Software Testing NEAT Charts of all three
market segments (Overall, Efficiency and Transformation-Focused
Clients)
Source: "NEAT vendor evaluation for Software Testing“,
NelsonHall, September, 2014
Everest Group
Cigniti is a Major Contender with a “Best in Class” rating for Buyer
satisfaction in the PEAK Matrix™ for Independent Testing Services,
2015
Source: Everest Group Independent Testing Services – PEAK Matrix™
Assessment, July 2015
Cigniti has established itself as a leading player in the global independent software testing space with
strong technical capabilities
…as substantiated by mentions from leading analysts
Process Certifications
37. Cigniti – 3rd largest independent software testing company globally…
Analyst
Recognitions
Awards
Thought
Leadership
Business
Recognition &
Certifications
Big Data Automation
Thought Leadership 200 + Dev Testers
1600 + Career Testers
Certifications
ISTQB, HP, IBM, CSQA, CEH,
CISSP and more
SMART Tools
™
Total Quality Management
5 Patents
Pending
Reduced Cost of
Quality
Leaders
Independent
Testing Services
Public Listed
& ISO 27001 certified
300 +
Satisfied Customers
150 +
Large QA Programs
58% +
Revenue Growth
» 1,800 people |(Split between
geographies)
» FY15 consolidated turnover
of INR 3,789mn that grew
at a CAGR of ~58% over the
last two years
» Currently serving 34
Global 2000
Companies
38. Varied customer base across domains…
World’s leading enterprises and independent
software work with Cigniti and rely on Cigniti to
transform their business outcomes
39. Some numbers
• 2 Patents
• 6 Awards
• 8 Analyst recognitions
• 13 countries where the
brand is spread
• 25+ Global Partnerships
and alliances
• 30+ global events
• 40+ g2k clients
• 735+ CSR Videos
• 1800+ people
• 4,000+ facebook fans
• 9,118 Linkedin followers
41. The 12 True ‘Learning & Practical’ pills to build a brand
• Learn to Fail
• Learn to Build
• Learn to Push Yourself
• Learn to Disrupt
• Learn to Question
• Learn to Unlearn
• Learn to Enjoy
• Learn to Excel
• Learn to be Aggressive
• Learn to Leap
• Learn to stay Agile
• Learn to Win