5.

How can the digital marketing team put together a plan to meet its “lead funnel”
target of $1.5 billion for FY 2015/16? Suggest a proportional reallocation of the budget,
with justification.

To reach a target of $1.5 billion for FY 2016 is a big challenge in front of the team.
The possible ways they can go for are:

a) Increased focus on remarketing campaigns and paid-search campaigns

Today, the general trend has become that the consumer search for the
product and then looks for alternative and in the process, delays the actual
purchase. In such scenario, remarketing may be a great plan as it not only
will increase brand recall in consumers but may also help in boosting lead
conversion rates.

b) Enhancing and optimizing Website performance

Website is most likely the first display of the organization. Less load time,
user friendly interface, appealing visuals and info-graphics may increase
the time customer is engaged with the website. Investing and making the
website efficient may increase lead generation and conversion rates.

Lead Magnets are a great way to get a record of all the footprints which
can also be taken into consideration by offering small discounts or e-books.

c) Social Media campaigns

Several B2B businesses are now actively engaging with followers on social
media. HCL-Tech can also invest in business-specific campaigns for selected
target audience.

d) Use of Different Languages

More languages translations should be present on the website. For
example Spanish/ Japanese and other important languages should be
included; this will attract more visitors and wider reach

e) Introduction of new features

Several new features should be added to make website more responsive
and accessible to mobile users. This will increase new visitors and provide a
convenience factor for already acquired customers.
Budget Reallocation
Suggested for FY 2015-
Measures Past FY 2014-2015
2016
SEO 25% 15%
Website 41.5% 30%
Paid Platforms 9.5% 40%
Others (Social Media,
Bloggers, Influencers) 24% 15%

More budget should be allocated to Paid Platforms as paid platforms leads to remarketing
which results in better conversion and brand recall. Keywords related advertisements are on
a high and bidding on business-specific keywords will lead to increase traffic on the website
as well. Also, as said by Agarwal, Search has been the largest source of leads to the website.
With increased traffic, maintenance and optimizing website is a must for a better user
experience. So, it has been allocated 30% of the budget as the purchase may take place here
itself. Subsequently, little lower budgets have been allocated to SEO and other forms of
digital marketing channels.