PRODUCT MARKETING PROGRAM

TRUECALLER
CX SUITE
India Re-launch and Self-Serve Product Adoption

BY DEEPANSHU GROVER

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OBJECTIVE
- Successfully relaunch Truecaller for Business in India, positioning it as a CX suite
- Driving product adoption on the self-serve platform

BY DEEPANSHU GROVER

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POSITIONING

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“ELEVATE CUSTOMER EXPERIENCE WITH TRUECALLER
CX SUITE: YOUR COMPLETE COMMUNICATION SUITE.”

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POSITIONING LOGIC
By highlighting Truecaller CX Suite as a comprehensive solution that
enhances customer interaction through verified profiles and efficient
communication, we tap into consumers’ trust and efficiency expectations.

It aligns with the audience’s needs and aspirations, addressing pain points
such as credibility, communication effectiveness, and operational
streamlining.

The differentiator emphasizes how Truecaller CX Suite stands out from

competitors by offering a comprehensive solution that caters to a wide range
of businesses.

BY DEEPANSHU GROVER

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BENEFITS FOR CUSTOMERS
- Verified Credibility: Showcase our business as trusted and verified on the Truecaller
platform, instilling confidence in customers.
- Contextual Communication: Seamlessly engage with customers using contextual
information, reducing call time and enhancing user experience.
- Efficient Operations: Streamline customer interactions, improve call response times, and
optimize resource utilization.
- Enhanced Customer Experience: Elevate customer satisfaction by providing accurate and
timely information during interactions.

BY DEEPANSHU GROVER

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CUSTOMER PROFILE

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WHO BENEFITS?
- Large Enterprises
- SMBs
- Mid-Market Businesses
- CPaaS
- Cloud Telephony Companies

Understanding the unique pain

points and aspirations of each
audience segment enables tailoring
our messaging and solutions to
resonate with their specific needs,
fostering higher engagement and
adoption rates
BY DEEPANSHU GROVER

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SEGMENT SPECIFIC BENEFITS
Large enterprises gain credibility
SMBs achieve efficiency
Mid-Market Businesses unlock operational efficiency and scalability
CPaaS companies enhance their offerings
Cloud Technology Businesses elevate cloud communication offerings
with verified profiles and contextual interaction

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LARGE ENTERPRISES GAIN CREDIBILITY
For large enterprises, having a verified business presence on Truecaller enhances their
credibility in the eyes of customers
A verified profile showcases the legitimacy of their business, reassuring customers that
they are interacting with a trusted entity

- Impact:
- Trust is a critical factor in business-customer relationships
- By highlighting their verified status, large enterprises can differentiate themselves and
create a stronger foundation for customer loyalty

BY DEEPANSHU GROVER

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SMB ACHIEVE EFFICIENCY
Small and Medium-sized Businesses (SMBs) often face resource constraints and need
efficient solutions
Truecaller CX Suite allows SMBs to manage customer interactions more effectively,
reducing call handling times and increasing productivity

- Impact:
- By optimizing communication processes, SMBs can serve more customers within the
same timeframe
- This leads to improved customer satisfaction and allows SMBs to focus on other
aspects of business growth

BY DEEPANSHU GROVER

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MID-MARKET BUSINESSES UNLOCK OPERATIONAL EFFICIENCY AND SCALABILITY
Mid-market businesses often find themselves at a crucial growth stage, needing efficient
solutions that can scale with their expansion
Truecaller CX Suite empowers them with contextual communication tools that enhance
customer interactions and streamline operations

- Impact:
- By leveraging Truecaller’s contextual communication features, mid-market businesses
can provide personalized and efficient customer experiences that are crucial for
retaining customers during periods of growth
- The scalability of Truecaller’s solutions ensures that their communication capabilities
can grow in tandem with their business.

BY DEEPANSHU GROVER

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CPAAS COMPANIES ENHANCE THEIR OFFERINGS
Communication Platform as a Service (CPaaS) companies can integrate Truecaller’s verified
business profiles and contextual communication features into their offerings

- Impact:
- By leveraging Truecaller’s capabilities, CPaaS companies can provide added value to
their customers
- This integration enables businesses to enhance their customer engagement strategies
by leveraging verified profiles and efficient communication channels

BY DEEPANSHU GROVER

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CLOUD TECHNOLOGY BUSINESSES ELEVATE CLOUD COMMUNICATION OFFERINGS
Cloud Telephony thrive on delivering cutting-edge communication solutions to businesses
By integrating Truecaller’s verified business profiles and contextual communication
features, these companies can enhance their offerings, providing a unique value
proposition to their clients

- Impact:
- Cloud Technology Businesses can set themselves apart by offering a more secure and
engaging communication experience
- By leveraging Truecaller’s verified profiles, they can ensure that businesses’ interactions
are trustworthy
- The integration of contextual communication tools can further enhance the
effectiveness and efficiency of the services they provide

BY DEEPANSHU GROVER

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GTM PLANS

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CX SUITE
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 Phase 1
Activities
Pre-launch Preparation

- Collaborate with Sales LOB to gather insights on customer pain points and market

--
Week 1-2: trends.
Market Research and Insights Analyze competitor offerings and identify gaps where Truecaller CX Suite can excel.
Utilize data analytics tools to understand user behavior and preferences.

Week 3:
Positioning and Messaging
-- Refine the positioning statement to ensure it resonates with target segments.
Craft compelling messaging that highlights benefits for each audience (Large
Refinement Enterprises, SMBs, Mid-Market Businesses, CPaaS companies).

Week 4: - Work with Content Marketer and Designer to create engaging teaser campaign

-
Content Creation and Teaser content.
Campaign Planning Plan teaser campaign across social media platforms to create anticipation.

BY DEEPANSHU GROVER

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 Phase 2
Activities
Launch Execution

Week 5:
Teaser Campaign Launch
-- Launch teaser campaign with visually appealing content and intriguing messages.
Monitor social media engagement and track campaign reach and impressions.

Week 6-7: -- Organize virtual product demos showcasing key features and benefits.

-
Product Demos and Early Drive early registrations through interactive webinars and informative landing pages.
Registrations Collaborate with Field Marketer to ensure consistent messaging at offline events.

Week 8-9: -- Launch a series of webinars to educate users about Truecaller CX Suite.

-
Webinar Series and User Invite industry influencers to join webinars and share insights.
Testimonials Collect user testimonials to be used in marketing materials.

Week 10-11: - Collaborate with Channel Sales to establish partnerships with CPaaS and Cloud

-
Partner Outreach and Telephony companies.
Collaborations Develop joint marketing efforts and co-branded campaigns.

BY DEEPANSHU GROVER

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 Phase 3
Post-launch Engagement and Activities
Adoption

Week 12-13:
Launch Announcement and Email -- Officially announce the relaunch through press releases and email campaigns.
Utilize Marketing Automation tools to segment and target different audiences.
Campaigns

Week 14-15:
Onboarding Tutorials and User -- Launch comprehensive onboarding tutorials to guide new users.
Ensure strong customer support through multiple channels.
Support

Week 16-17:
Continuous Education and -- Continue educational webinars focusing on specific features.
Introduce regular feature updates to maintain user engagement.
Feature Updates

Week 18-20:
Performance Evaluation and -- Analyze KPIs: New User Registrations, Conversion Rates, Feedback Scores, NPS.
Gather feedback from customers and sales teams for future improvements.
Refinement

BY DEEPANSHU GROVER

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BUDGET ALLOCATION

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 Budget Allocation Details

Digital Marketing - 40% of budget for targeted ads, social media campaigns, B2B influencer campaigns

Content Creation - 20% of budget for creating informative content, blog posts, and video content

Direct Marketing - 15% of budget for offline events, workshops

Designer’s Work - 10% of budget for visually appealing marketing materials and campaign designs

Miscellaneous - 15% of budget for unforeseen expenses and contingencies

BY DEEPANSHU GROVER

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SELF SERVE
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 Phase 1
Activities
Pre-launch Preparation

Week 1-2: - Conduct surveys and interviews with various businesses to understand their unique

-
needs and pain points.
Audience Profiling and
Categorise businesses based on industry, size, and requirements to tailor
Segmentation
messaging.

Week 3: - Map out the typical steps a B2B user takes from signing up to fully utilizing the self-

-
serve platform.
User Journey Mapping
Identify potential pain points and areas of improvement to enhance user experience.

Week 4: - Develop detailed case studies showcasing how businesses have benefited from the

-
self-serve platform.
Content Creation and Educational
Create informative guides that explain the platform’s features and offer step-by-step
Material
instructions.

BY DEEPANSHU GROVER

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 Phase 2
Activities
Launch and Engagement

Week 5: - Launch the self-serve platform with clear communication on its features, benefits,

-
and ease of integration into existing workflows.
Platform Launch and Integration
Provide intuitive setup guides for smooth onboarding.

Week 6-7: - Send targeted emails to registered businesses, highlighting logical use cases and

-
sharing success stories.
Email Campaigns and Webinars
Conduct webinars showcasing real-time platform demos tailored to B2B scenarios.

Week 8-9:
-- Distribute surveys to businesses using the self-serve platform.
Collect feedback on their experiences, pain points, and suggestions for

-
Feedback Collection and Iteration improvement.
Incorporate logical changes based on feedback.

BY DEEPANSHU GROVER

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 Phase 3
Activities
Growth and Optimization

Week 10-11: - Offer personalized onboarding sessions where a dedicated support representative

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Onboarding Support and guides businesses through setting up the platform.
Consultation Provide logical consultation on using the platform effectively.

Week 12-13: - Share logical case studies through blog posts and social media, showcasing how

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User Case Studies and specific businesses achieved success using the self-serve platform.
Demonstrations Host online demonstrations with live examples.

Week 14-15:
Data-Driven Insights and
-- Analyze usage data to identify patterns and preferences among businesses.
Offer customization options based on data insights, allowing businesses to tailor the
Customization platform to their needs.

Week 16-17: - Create a slack forum or LinkedIn group for businesses to connect, share experiences

--
of engagement, and exchange best practices.
Consultative Collaboration
Set up live demo/consultation hours
Opportunities
Organize industry specific virtual/in-person networking events to foster engagement.

BY DEEPANSHU GROVER

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 Phase 4
Performance Evaluation and Activities
Continuous Improvement

Week 18-20:
Performance Metrics Review and
-- Analyze engagement metrics, including user activity and feedback scores.
Based on logical insights, implement upgrades and enhancements to further
Upgrades optimize the platform for B2B users.

BY DEEPANSHU GROVER

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BUDGET ALLOCATION

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 Budget Allocation Details

Content Creation - 25% of budget for case studies, guides, and documentation.

Email Campaigns and Webinars - 30% of budget for B2B engagement strategies.

Feedback Collection and Iteration - 15% of budget for user insights and platform enhancements.

Onboarding Support and

Consultation - 15% of budget for personalized guidance.

Data Analytics and Customization - 10% of budget for tailoring the platform.

Networking and Collaboration - 5% of budget for community-building initiatives.

BY DEEPANSHU GROVER

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PRICING PLANS

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 Plan Credibility Boost Plan Efficiency Master Plan Brand Elite Plan

Positioning Establish Your Identity Streamline Communication Elevate Your Presence

- Advanced business identity - Tailored business identity

- -
verification solutions
-
verification
Essential business identity VIP call routing for top-notch
Priority call routing for
- -
verification engagement
-
instant connection
Features In-depth call analytics and Advanced call analytics, trends,
Comprehensive call
- -
(placeholder) insights and actionable insights
analytics with actionable
Standard call prioritization Fully customisable caller ID and
-
insights
-
for prompt responses branding options
Customisable caller ID for
Dedicated account manager for
consistent branding
personalised support

Emerging startups, small

Growing businesses Esteemed enterprises seeking to
businesses, and solopreneurs
Ideal for committed to exceptional amplify brand impact and customer
keen on building a trusted
communication efficiency interactions
identity
BY DEEPANSHU GROVER

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BOOSTING ACCOUNT VALUE EXCLUSIVE ADD-ONS
Plan Verification Accelerator Seamless Integration Mastery

Pricing type - Starting at $X for an additional XX

verifications
- Tailored to integration intricacy and
consulting

- - Businesses requiring seamless system

-
Businesses with varying verification integration expertise
Ideal for
demands Businesses facing scams or other caller
fraud customer issues

BY DEEPANSHU GROVER

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KPI - CX SUITE

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 KPIs Metric Action

Enhanced
Clarify the enhanced value proposition through a 20% Communicate the value proposition clearly to achieve
Value
increase in customer understanding. a 20% increase in customer understanding.
Proposition

CX Suite
Raise awareness of CX Suite features by achieving a Develop targeted communication to achieve a 25%
Feature
25% increase in awareness. increase in CX Suite feature awareness.
Awareness

Upselling and Achieve a 15% increase in upsell and cross-sell Create targeted offers to achieve a 15% increase in
Cross-Selling revenue from CX Suite customers. upsell and cross-sell revenue.

Positive
Increase positive feedback related to CX Suite Gather and highlight positive feedback to achieve a
Customer
features by 20%. 20% increase in customer satisfaction.
Feedback

Competitor Position CX Suite as unique by achieving a 25% Develop messaging to highlight uniqueness and
Differentiation increase in differentiation perception. achieve a 25% increase in differentiation perception.
BY DEEPANSHU GROVER

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KPI - SELF SERVE

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 KPIs Metric Action

Increase self-serve platform sign-ups by 25% in the Execute targeted campaigns to drive a 25% increase in
Adoption
next quarter. self-serve platform sign-ups within the next quarter.

Educational
Achieve a 30% increase in engagement with Develop educational content and optimize distribution
Content
educational content resources. to achieve a 30% increase in engagement.
Engagement

Lead Generate 300 new qualified leads per month from self- Optimize self-serve user journeys to generate 300
Generation serve channels. new qualified leads monthly.

Conversion
Increase self-serve product page conversion rate to Optimize self-serve product pages for a conversion
Rate
12%. rate of 12%.
Optimizatio

Customer
Increase self-serve customer engagement with Offer relevant webinars to achieve a 50% increase in
Education
webinars by 50%. customer engagement.
Impact
BY DEEPANSHU GROVER

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APPENDIX

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BUDGET ESTIMATION CONSTRAINTS
Determining a suitable budget for our project depends on several factors, including our target audience, market
competition, and the scale of our relaunch efforts. Here are some factors to consider:
- competitive
Market Research: Understanding audience’s preferences, behavior, and competition’s activities. A more
landscape might require a larger budget to stand out.
- Audience Reach: Considering size of target audience. If the targeting is of a broad audience, we may need a
higher budget to reach a larger number of potential customers.
- Channel Mix: Different audience segments engage with different channels. If the audience is tech-savvy, digital
marketing might be more effective. If we’re targeting businesses, webinars, events and workshops could be
important.
- Campaign Complexity: Elaborate campaigns with webinars, influencer partnerships, and personalized content
may require a larger budget.
- Geographic Scope: If we’re targeting specific regions, the cost of advertising and events might vary significantly.
- Goals and Timeframe: Defining goals (brand awareness, lead generation, conversions) and the timeframe to
achieve them. More ambitious goals might require a larger budget.
- Testing and Optimization: Reserve a portion of the budget for testing different strategies and optimizing based
on results.

BY DEEPANSHU GROVER

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