Digital Marketing Launch of Xcell CRM

A fictional caselet developed by A.S.Prasad

Xcell Technologies, a startup by IIT and IIMI graduates is all set to launch a CRM for the SME segment (Small and
Medium enterprise. Xcell categorizes businesses with sales of INR 500 Crores and lesser as falling into the SME segment.

Xcell CRM is a full featured CRM and has all the features that Zoho CRM has. It is also comparable in terms of CRM
features with Salesforce.com. It is priced at an introductory price of Rs. 750/- per month for three users as against
Rs. 1500 for three users by Zoho. Salesforce.com is priced at US$ 25 for 5 users. Xcell's pricing for larger number
of users is equally competitive in relation to Zoho and Salesforce.com

Like Zoho and Salesforce.com Xcell CRM is offered in the SAAS model (Software a s a Service). It is accessed over the
internet. Xcell offers free tools to easily and seamlessly migrate data from Zoho, Salesforce.com, Microsoft Dynamics,
Sage CRM and a bunch of other CRM products.

Xcell CRM has API's available for several Marketing automation products to connect to it and utilize its CRM database.
API's are application program interfaces for other applications to easily connect to Xcell CRM and exchange data. It
also offers a free 30 day unrestricted trial of the software. At the end of 30 days, the customer can sign up, pay the
first months subscription and his trial account is automatically converted into a full fledged paid account. In order to
avail the trial, Xcell Technologies website has a landing page - that shows the pricing, and also has the offer of a free
trial ( Internally this page is called the 'Launchpad' page…and is often referred to as the Launchpad. Whenever any
changes are to be made on this page - they say 'lets make the changes on the Launchpad')

Xcell's website is up and running. It has the following pages:

- About Xcell Technologies (Has the biographies of the founder members, and a brief write-up on the companies
positioning as a Low Cost CRM with enterprise class features.
- CRM features (This page has a brief listing of all the features of the CRM. It is a single page)
- Launchpad (landing page)
- Contact Us - office address, telephone numbers and email id (sales@xcelltech.com)
- A sign-up for a newsletter form
- It has a blog section, and it has one blog write-up on how SME's can achieve better sales productivity with a
CRM

As of now it has no other digital assets (Facebook pages, blogs etc).

Xcell is planning to launch the website 60 days from now. It has set aside a budget of INR 30 lakhs for the launch, of
which it has earmarked INR 20 lakhs for Digital marketing - to be spent over a period of three months. After three
months, Xcell expects to spend INR 2 lakhs per month on Digital Marketing.

Apart from the Sales team, Xcell has a Marketing Manager and a Marketing Assistant. Between the two member
marketing team, they are able to handle posting to Social media, and executing campaigns on all the digital marketing
channels available - Google, Linkedin, Facebook and Mailchimp .

The marketing team also has knowledge and experience in SEO and intends to take care of SEO internally.

The Marketing team can avail of following additional services at the costs below

- Content development of general pages for the website: Rs. 5000/- per page of roughly A4 Sized content
- Content by domain experts and thought leadership articles will cost Rs. 15,000/- per article - General blogs
on business or sales : Rs. 3000/- per blog
 - Domain knowledge and technology based Blogs - Rs. 7500/- per blog

- Creation of a web page (html coding only) : Rs. 3000/- per page*
- Website maintenance services firm: Rs. 40,000/- per month (The Website maintenance services include
creation of new pages, changes to existing pages, posting to the blog and any other maintenance tasks. They
will not undertake any major redesign of the website. Adding new pages and creating navigation links for these
pages is very much within their scope.

* If A website maintenance services firm is used, they will create the html pages as part of their contract.

If you were the Marketing Manager of Xcell Technologies, what would your Digital Marketing plan be for the first
three months, and after three months what are the initiatives you will continue to pursue?

---------------------------------------------------------------------------------------------------------------
Please present a detailed plan not exceeding 10 pages if in MS Word and not more than 30 slides if in PowerPoint. A
pertinent and concise plan of much lesser length is welcome. You may use bulleted points instead of long sentences
or A PPT with less than 30 slides is also acceptable.

Any campaign or activity you propose should be supported with your reasoning for 'Why that activity' and how you see
that activity helping build the brand/generate leads/or achieve any other marketing objective you may have. If you
have doubts - please make reasonable assumptions and state these assumptions in your assignment.

Please submit a hardcopy of the individual assignment on or before the assigned date.
Additionally email your assignment to: prasadarya1@gmail.com.

In the subject line Please put DMB2B-Amrita- your name

----------------------------------------------------------------------------------------