About Whatfix:

Whatfix, a data-driven digital adoption platform, empowers individuals and organizations to

achieve scalable success with their everyday technology by identifying bottlenecks, unlocking
knowledge, expanding capabilities, and driving productivity to new heights.

By seamlessly integrating with an organization’s applications, the Whatfix DAP

1. Analyzes digital technology utilization at an organizational or application level
2. Identifies digital adoption friction points or obstacles
And based on the analysis:
1. Provides analytics and insights on processes or features with drop-off points for
enhancing employee and customer experience
2. Offers in-app guidance to end users (employees/ customers) on the core application
across desktop, web, and mobile environments via automation and intelligent nudges
3. Enables scalable personalized onboarding and change management for all new or
existing end users

Whatfix customers include the likes of Microsoft, Sentry, Cardinal Health, Cisco, Experian,
ICICI Bank and UPS. As a technology with diverse use cases, the Whatfix DAP is used by
Business owners, Software users, IT teams, and Product development teams to improve
employee productivity, reduce training costs, reduce support queries, and many other metrics.

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Case study:

As a digital adoption platform (DAP), Whatfix can play a vital role for multiple departments
within an Enterprise (please refer above write up and website for more details). However, the
departments that can benefit the most are that of the Chief Information/ Technology/ Digital
Officers. Given that DAP is a nascent category, the awareness, need, and budgeting for a DAP
among the above-mentioned audience varies from company to company.

As a Campaign Manager in the Enterprise Marketing team at Whatfix, please share detailed
responses to the following questions:
1. What should be the marketing strategy to build awareness among Enterprise
CIO/CTO/CDOs and their entire orgs and drive demand generation? Please highlight key
insights derived from your research as part of the marketing strategy.
2. Based on the marketing strategy, devise a campaign for Q1 2024 with details on the
campaign goal/ key result areas, channel mix, budgeting, project plan, and reporting/
tracking mechanisms.
 3. How will you collaborate with Business Development/ Sales/ Account Management/
Customer Success/ Partnerships teams to achieve the campaign goals?

For simplification purposes, please assume that the target market is NA/ US. Please share any
other assumptions that you may make at the start of the case study for ease of review. Please
feel free to reach out in case of any further clarifications or questions.