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Project report on
Digital Selling in B2B Market

Business to Business Marketing

(GROUP - 6)

Submitted by: Submitted to:

Sumana Priya (041) Prof. Prantosh J Banerjee
Ganesh Rathod (037)
Puneet Kakkar (034)
Abhishek Parate (033)
Kabir Saharan (021)
Akhil Chaudhary (005)
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Table of Contents
PART A: INFRASTRUCTURE / WEBSITE DEVELOPMENT.................................................................................................. 2
CONTENT: ....................................................................................................................................................................... 2
LINKING TO ANALYTICS: ..................................................................................................................................................... 2
PART B: PRODUCT DEVELOPMENT ............................................................................................................................... 3
EXISTING MARKETPLACE .................................................................................................................................................... 3
COMPETITOR ANALYSIS ..................................................................................................................................................... 3
MARKET GAP IDENTIFICATION ............................................................................................................................................. 4
PRODUCT DESIGN ............................................................................................................................................................. 5
PART C: PRODUCT ANALYTICS ...................................................................................................................................... 6
PART D: ENGAGEMENT MODEL .................................................................................................................................... 7
ENGAGEMENT MODEL: ...................................................................................................................................................... 7
AWARENESS: ................................................................................................................................................................... 7
CONSIDERATION:.............................................................................................................................................................. 7
MOMENT OF PURCHASE: ................................................................................................................................................... 7
RETENTION: .................................................................................................................................................................... 7
METRICS FOR MEASURING ENGAGEMENT: ............................................................................................................................. 7
GROWING ENGAGEMENT: .................................................................................................................................................. 8
CAMPAIGNS USED: ........................................................................................................................................................... 8
PART E: PRODUCT VISION........................................................................................................................................... 10
TRANSLATING ENGAGEMENT TO TRANSACTION (IN FUTURE) .................................................................................................... 10
SUCCESS METRICS .......................................................................................................................................................... 10
GO-TO-MARKET STRATEGY ............................................................................................................................................... 10
PART F........................................................................................................................................................................ 11
CONCLUSION ................................................................................................................................................................. 11
KEY LEARNINGS: ............................................................................................................................................................. 11
APPENDIX ..................................................................................................................................................................... 11
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Part A: Infrastructure / Website Development

Process: Our website is www.auxilium.co.in and we used GoDaddy to buy the domain and WordPress to build
the website. The process is as follows:

1. Purchased a domain name and web hosting

2. Chosen Site Type- Education
3. Chosen Theme and Plugin- Astra
4. Installed Elementer to effectively edit the website content
5. Published the website

Content: The content is designed and displayed on the website so as to increase the average session duration
and number of pages per session. The primary header menu has 5 components

1. Home – Includes headers, footers and the primary content and CTA buttons
2. About Us – Includes the basic introduction of our platform
3. Solution – Includes all our product features and its benefits
4. Pricing and FAQ – Includes the product pricing/available plans along with basic FAQs
5. Blogs – Include 3 blogs aimed at the administration and student community

We also have a CTA button of Free Demo, where potential clients can fill in their details to arrange a free demo
of the product.

In order to increase the average session duration of the people on our website, we also created a video for our
home/landing page highlighting the features of our product. Apart from that, we also created blogs for increasing
number of page visits per session. This resulted in an increase of average duration from 57s to 96s.

For building the trust among our potential clients, we added testimonials from the institute heads and Capterra
rating of our solutions (Only for educational purposes)

Linking to Analytics: We linked our website to google analytics as well as used a third-party plugin called
MonsterInsights on our WordPress website builder.
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Part B: Product Development

Existing Marketplace

Environment analysis- PESTEL:

Political- Access to the web is restricted for political reasons at a particular time. This makes providing an online
management experience significantly more difficult since the learning materials must be hosted in the appropriate
country and must meet local regulations. Some jurisdictions have more specific internet regulations, which
broadly permit does not hinder with such online ERP and LMS software.

Economical- High Initial cost may cause a barrier for some institutions. However, most of the larger institutions
have a certain budget allocated for all the functions, and in the post covid area budget allocation for E-Resources
has increased drastically. Hence, expenditure on educational ERP software makes more economic sense.

Socio-Cultural- Online ERP software does not affect any socio-cultural events, though it might decrease human
interaction to make the process smoother.

Technological- Management and Control on the different processes taking place simultaneously will increase
with the presence of the ERP software in educational institutes, which will increase the dependence on software.
With most people having access to the internet, it becomes easier for the students, administration, and faculties
to come onto the same platform and interact freely and seamlessly.

Legal- Proper permissions and declarations must be signed and taken from all stakeholders to store the private
information, and all clearances must be taken.

Environmental- Decrease in paper waste- With a shift to online would most certainly decrease paper waste.
Think of the hundreds of millions of school management that are discarded every year.

Competitor Analysis

Though there is almost no player that offers the same amount of feature that Auxilium provides, several
Educational ERP software present in the market are as follows.
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Chanakya ERP: Chanakya ERP is a multipurpose school/college management software used by many
educational institutions. It is simple, powerful and reliable. It is designed to meet the unique and varying needs
of schools, colleges, coaching centers, etc.

Edunext: This incredibly helpful online school ERP software houses four very crucial modules in the successful
management of a school. The modules include administration and finance, academics, student information, and
staff management.

Campus 365: Managing an institute can be a tedious job as a lot of activities happen at the same time. In such
case, Campus 365 is your solution as it gives you the edge over any other educational application by bringing all
the verticals at one place.

CLOBAS: CLOBAS is a cloud-based campus management system designed to help educational institutions
accelerate growth and enhance their operational efficiency.

ZeroERP Education: ZeroERP Education features highly advanced capabilities like school bus tracking, exams
data entry, messaging, staff management and much more, which all together, makes daily management
operations such a huge success. This compelling online School ERP software goes an extra mile to let users
choose their desired languages.

Market Gap Identification

In the world of schools and colleges, there is an absence of a single platform where all three stakeholders can
come onto a single platform and a seamless exchange of information can takes place, that’s where Auxilium
comes into the picture. We bring you a complete solution for students, teachers and the administration. Now
track all the activities on a single platform.

Auxilium is an Education Institute Management ERP having several modules for Academic & Administrative
work. Starting from an Admission Enquiry to Career Assessment test for students. Auxilium as a product will
gather all your software requirement under 1 roof and will be available as cloud-based Web & Mobile
Application.

Market Size: According to the 7th survey of NCERT, there are 10,30,996 recognized primary, upper primary,
secondary and higher secondary schools in India

The approximate number of colleges in India- 40,000.

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According to Times of India, Census 2011- The total number of students studying in schools and colleges is
around 315 Million people, Since the population growth rate in India is 1% and with the increase in govt
initiatives, we take the total population as 350 Million students.

And since our Essential Plan costs - 20 INR

Potential Market Size: 350 Million*20 = 7,00,00,00,000= 7 Billion Rs

Product design

Product Ideation: While looking at the idea that the students, teachers and all educational stakeholders were
facing, we found that people are tired of heavy paperwork and were looking for simple, powerful and affordable
management tool so as to make their life easier. This problem identification helped us to formulate an idea of
creating an exclusive advanced educational ERP software which will act as one-stop solution for complete
educational institutes to manage the entire B-schools and colleges.

Conceptual Design

1. Planning the POPs: POPs of the services that we aimed to provide includes basic educational facilities
that we share with competitive brands like resource database, meeting schedule, dashboard, student and staff
attendance, examination management, single platform for making the course material available online, enabling
instructor to build digital courses, online assessment functionality such as quizzes and tests, facilitating
individual feedback on student work, generate performance dashboards for tracking student progress etc.

2. Planning the PODs: The main POD of the services that we aimed to provide is that it is an integrated
service provider. We act as the go-to platform for students, faculty and administration to integrate several
independent tasks from tests, assignment interface, to fee payment, from Classroom support, to salary payments
management to faculty. You name it and we have everything for efficiently managing the institution. This acts
as our PODs with other brands as we are providing everything under a single roof.

Other PODs include Pricing flexibility. We are very flexible when it comes to providing services. It is equally
relevant to both smaller as well as bigger organization and provides options to function according to their needs.
Pricing is also one of our PODs as we have different modules for different needs of our customers and they only
have to pay for what they need, depending upon size and requirement of the institute. Prices are comparatively
very low and competitive.
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Part C: Product Analytics

Link to Analytics tool: Google Analytics

Plug-ins (if required): MonsterInsights

Segmentation: We segmented our customers on the basis of product benefits and thus, used segmented pricing
for our product.

Metrics:
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Part D: Engagement Model

Engagement Model: Our customer engagement model is a process that defines the ongoing relationship with
our customers from the very first touch point to conversion. Our model consists of the stages of Awareness,
Consideration, Moment of purchase and Retention.

Awareness: To raise awareness in our prospective clients about our product, we created content that capture the
attention and communicate the value of the solution to their business through our e-mail campaigns and social
media handles.

Consideration: When the customers are seriously evaluating about our solution, we have brought the second
email campaign which clearly positioned the superiority of our product to the competitors. Also, about the benefits
that the solution can offer when compared to the existing process in place at our client’s institute.

Moment of Purchase: When the client selects our brand for their integrated ERP needs, the deal will proceed
to closure by providing information on pricing and subscription details.

Retention: Since retaining customers is more critical that acquiring them, we provide 360-degree assistance and
make sure that the onboarding experience is a positive one. The processes of usage and flow are demonstrated to
the team with the help of e-seminars and workshops to get hold about the usability and usage procedure of our
solution.

Metrics for measuring Engagement: Our metrics for measuring engagement are bounce rate, Pageviews,
Average Session Duration, Users

• Bounce Rate: The bounce rate which defines how many website visitors opened our website and
then went right back to the search results.
• Page views: This is about How many pages are visitors viewing in a session on our website
• Average Session Duration: This is the amount of time that a particular unique user spends on our website
pages
• Users: This is the number of unique visitors who are the actual number of people who have come to our
website at least once during a campaign period.

The following image shows the metrics obtained from the website during the campaigns held.
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Growing engagement: For growing the engagement among our target audience, we have included CTA (Call-
to-Action) buttons to know more about the product or to order a free demo or to know more about the pricing.

The video content with a voice over added on the website, provides details about why we as a brand are here and
how can our solution aid their business.

We have had our presence on Facebook and LinkedIn, where we talked about the brand, added relevant Hashtags
and arranged a Live demo session on LinkedIn. This live demo link is not only accessible to the clients who
requested for a demo but would be shared with all the prospects.

The session’s key take-aways are be posted on separate pages on FB and LinkedIn. These pages serve as an open
forum for the administration and students to discuss about topics related to better management of institutions,
suggestions, doubts and relevant news.

Campaigns Used: We have used e-mail and LinkedIn as our primary channels for our campaigns. E-mail
campaign included introduction of the product, our product as a solution to their problem of integrating all the
education platforms. It also contains the video demo of product.

The following image showcases the snapshot of the content of our e-mail campaign.
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In the LinkedIn campaign, we reached out to professionals working in the administration department of b-schools
across India. Where, we had a conversation rolling about how the current processes work in their institute and
how there is a gap in the integration of all the learning platforms. It then proceeded to pitching in about our
product and its application.
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Part E: Product Vision

Translating Engagement to transaction (in Future)

The process of conversion from engagement to transaction will be as follows:

Blogs: The potential client interested in services we provide will be provided with a Google form. Suggested
through a chat bot and also at the bottom of the blog. The form will ask for the contact details which will converted
into a lead for the sales team.

Website: Will also contain a similar call to action leading to the google form.

Success Metrics
The key success metrics to monitor are as follows

• CTR on the social media content: For awareness

• Number of leads generated through the website: From Engagement
• Number of potential clients filled the form: Lead Generation
• Number of Conversions
• Number of return Customers

The above metrics have been picked keeping the AIDA model in regard. Every step gives an insight as to where
the scope of improvement is.

Go-to-market Strategy
1. To craft a GTM strategy. We considered the Ansoff Matrix and accordingly came up with the following:
Diversification: As the need of the hour this service was born during the lockdown. The service is new and the
market is also new. To address this market we will be creating awareness through the website and get the whole
community to learn about the online possibility of education and working.
2. Market Segmentation: For a successful GTM we have tried to segment the market into the following:
• Colleges
• Bschools
• Corporate
By segmenting these, we will be able to craft specific consumer journeys for each segment.
3. Product messaging: To create awareness amongst the selected segments we have decided to create
community led by the social media. After the clients are engaged we can provide each customer with
information as to how the service works. After the engagement the sales team will provide specific details
about the services we offer and address any query if it arises.
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Part F
Conclusion
This project is a part of the course business to business marketing taken at IIM Amritsar by the second-year
students. The report above outlines the entire process of creating a service to making a website to launching it
online the email campaigns and creating blogs. This has been a hands-on experience for the entire team as to
how to run a business online. To conclude the report the key learnings have been provided below.

Key learnings: Following were the key learnings from the website designing:

1. How to increase the session time and number of pages clicks for the visitors

2. How to highlight our PODs for creating an interest among potential clients

3. How to market our product digitally in a B2B context.

Appendix

The website link: http://auxilium.co.in/