Case Analysis –

In FY2014-15, their joint multichannel campaign had yielded the $5.8 billion company a “lead funnel” of $1.1 Billion.
During the last meeting, the management has set the target for qualified lead generation at $1.5 billion. In 2015-16
their digital funnel target grew by about half a billion dollars. The increased target was challenge for to Gaurav’s team
(Head of digital marketing). Gaurav and Chamaria figured out that even 40% growth (expectations from management)
was a challenge for such enthusiastic team. In order to achieve the set target by management, a meeting was
summoned which would discuss on digital strategies.
In 2014, India's HCL Technologies became among simply 8 21st-century noted innovation business on the planet to
go beyond US$ 1 billion in net revenues, $5 billion in profits, and $15 billion in market capitalization. HCL tech was
spun off as the information technology and software services arm of enterprise.
In 2012, many B2B tech companies used their website as nothing more than a tool for providing information. HCL’s
digital marketing team members at HCL-Tech started to convert legacy’s website into an effective lead generation
vehicle. They set Forbes (G-2000) companies as their existing customers as the primary target audience and
secondary audience as identifiable stakeholders, including investors, analysts and potential job-seekers.
The 2011-12 website report revealed several pain points that the website contained due to which it was ineffective.
They included poor navigation, non-mobile responsiveness experience, target audience was not able to
relate/understand the website, and they were unresponsive to the site’s call for response. In 2013, they decided to
over haul company’s website in order to increase the number of visitors.
The new website was created and importance was given was on various front like-
a. Improving Aesthesis and Functionality- make more attractive and user friendly
b. A second language option- German was included as Germany had many non-English speakers
c. Adding Mobile Access- Website was made mobile/tablet responsive in order to enhance new customers
d. Personalization of Content- by providing personalized experience, visitors stayed for a long time, downloaded
more and thereby bought more of products and services.
Several Traffic building strategies were adopted such as
a. SEO- Improving SEO, harnessing Google Answer Box, interacting with customers on digital platforms, blocking
non important links to save crawl time.
b. Keyword Mapping- used inputs from various tools to consolidate a 10000 keyword list
Lead Generation had a strong foundation with above measures in place. Google Analytics and Demandbase were
used to track the users’ information (Visit intelligence, Visitors Information and Company Information) and leverage
that information into successful conversion. The process helped to bridge the gap between the marketing team and
sales team.
HCL tech chose LinkedIn which catered requirements of a global B2B IT company. LinkdeIn’s platform personality,
along with availability of precise targeting options, synchronized well with the goals of HCL-tech.
In the meeting, few new strategies were discussed which were to be implemented like remarketing campaigns and
paid search campaigns- which will help to nurture the audience and keep them engaged with the brand (helping in
brand recall). Business specific remarketing is not only cost but also is easier to convert those who are looking for
HCL product/service rather than acquiring new customers. Build brand awareness by establishing alliances with social
media like LinkedIn. Also in addition to implement new activities HCL to continue with website enhancements by
improving geo sensitivity (new language), business specific campaigns, enhance website. The competitors’ analysis
showed the company performed well but there was scope for improvement.
Now a budget allocation was to be done and a blueprint for action was required in the following week.
Answer 1 – Navigating HCL’s Website
 Visual appeal is very strong and encourages the viewer to read further.
 Stages the data and gives the viewer’s space to just read what they want.
 Easy to navigate through different pages and easy to find within 2-3 clicks
 Use of simple language in the content and less of jargons
 Responsive website (looks great on different screens)
It appears that the website design is in synchronization with the theme of the brand. But it could have been more
interactive in order to engage the viewers for a longer period of time. Also, better infographics could have been
used to make it more attractive. Call to Action may be probed by some pop-ups. Video content provides a good
background for the website and is pleasing to watch. Testimonials form an important part it order to generate trust
and authenticity, so having testimonials from previous clients or thought leaders will have more traffic on website.

Answer 2 –
The old website there were many glitches that made the lead generation process in-effective. Some of the
pain points addressed were viz poor navigation, non-mobile responsiveness and a non-personalised
experience. The target audience could not relate/understand to the brand.
For lead generation following measure were taken-
Improving SEO, tracking customer by visit intelligence, visitors’ information, company information. Lead Life-cycle
management helped to reduce the gap between the sales and marketing team, Salesforce CRM was integrated with
Contact us form submission. In a nut shell new leads management includes lead scoring, lead allocating, service-level-
agreement, follow ups, reporting.

Answer 3- Yes the website can be used for the brand building. HCL has done its brand building through user
experience from its website, SEO and content marketing, email marketing, social media marketing, paid
advertisement and adding mobile access. Website not only helps in branding but it also helps in marketing and sales
processes. It acts both as magazine and storefront for the users. It allows the users to see the company in a virtual
space where they can create a perception about the brand. It also help in creating leads through which the company
can understand its target audience and helps in going through the sales process. It helps in creating public relations,
E-commerce Avenue and sales processes. All together website acts as a platform where the company can integrate
branding, marketing and sales effort.

Answer 4- Thought leadership help the company to gain depth across trending topics and influential content which
adds up a great value. Through thought leadership on various platforms the company can get influential contents
which effectively target a specific set of audience. Thought leadership marketing can be used as a sales pitch also it
can be used as another platform for promoting their latest ideas and innovations. It can be used strategic marketing
tool which can be leveraged to build the confidence and trust. Social media campaigns like hashtags, HCL social wall,
LinkedIn Lead Accelerator and initiatives like RBtC and straight talk build a relationship with right audience to help
them get into the consideration set into the set of decision makers. These processes are a very successful and directly
impacted lead generation for various specific business units and in turn helps in accelerating the sales growth of the
company. Its helps in distributing various social media updates and information about the investors and also links the
users to various social service initiatives.

Answer 5- When all the campaigns like LinkedIn lead accelerator, hash tags, Straight talk and RBtC work together in
synergy towards one objective of lead generation. According to our understanding and going through the cost center
in exhibit 5 we would like to allocate more budget towards digital campaigns, website and employee leads as they
are direct channels for lead generation and less of on positioning advisory, value portal and Ideapreneurship.