Genpact Campaign Request form

Below details will allow the campaign builders to complete the formal requirements needed for the build in Marketo. Requester must complete all sections highlighted in yellow.

Campaign Request Sections: 1. Campaign Plan:

This section provides the big picture to help with campaign flow design and make sure all are on the same page.

2. Campaign Content : This section includes all necessary content includes email copies, landing page copies, assets, etc.

Appendix: For your reference only1. Campaign Development Process : This is to provide context around how the Marketo development

process flow2. Email and Landing page examples 3. Sample of simple 1-email flow

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Campaign Name

Contact Information

Genpact and TPG TeamName Title/Role Email Phone

RequesterApprover

Marina Slabyak Campaign Manager Marina.slabyak@pedowitzgroup.com 732-995-2601Campaign BuilderCampaign Q/A

1. Campaign Summary Notes for you to consider

Project Name*: What is the campaign name? (ideally with the theme)

Project Owner*:Who is responsible for theday-to-day management this campaign?

Brief Description of Campaign*:

Provide a high-leveldescription of the campaignincluding client objectives

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2. Audience (email campaign only)Describe the target audience for this Campaign*: Who will you be sending this to?

Quantity of contacts in campaign: How many contacts will receive this campaign?List Has list been uploaded through the Marketo form?

Geography*: Which geographies will be included in this campaign?

Test lists: Please describe – who is to receive a sample of the email for review and approval prior to drop

Seed lists:Note: Phoebe Turner, Andrew Greenwood, Gianni Giacomelli and Vivian Gomes are added to the seed emails prior to email send.

Please describe – who is to receive a sample of the email when it drops.

Alerts or notifications to be sent: To whom, triggered by what?

3. ScheduleDesired Launch Date* and time:Campaign End Date: Does the campaign end or continue indefinitely?Expected Length of Campaign: How long will an individual remain in the campaign?

4. ResultsPrimary Success Metric*: How will you define success?

Secondary success metric: Are there any secondary goals for this campaign?

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Campaign Content: 5. Campaign Flow

Campaign On-Ramps*: How will contacts be added to the campaign? i.e. target list, banner ads, social, website

Campaign Off-Ramps*: How will contacts be removed from the campaign?Primary Call to Action*: What are we asking people to do next?

Secondary Call to Action (TY Page Assets): If applicable.

6. Assets and Offers – Call To Action (CTA)Marketing Channels to be used e.g., emails, inboundNumber inbound channels # of inbound channelsList inbound channels If using inbound please list channels (i.e. banner social)Number of Emails*: How many? (include both outbound and auto responder)

Primary CTA Explain CTA asset/link (i.e. button, text, thumbnail)Gated? Yes or NoSecondary asset Yes or NoGated? Yes or No

Number of Landing Pages*: How many?How many assets How many?List assets and URLs List the name of the assets and the URL for where it resides

7. Sales IntegrationGenpact Campaign Request

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Describe Campaign Impact on Sales Team*: e.g., will receive leads, will call to follow up, etc.

Sales Alerts*: Will alerts be sent to sales? If so, how?

8. A/B TestingWill A/B Testing be Used*: Yes or NoIf yes, describe testing

9. E-mail elementsFrom Name(Andrew Greenwood will be the default)

Who email is coming from – best practice use sales person’s name and VMLs might sometimes be appropriate as well)Need: NameTitle:Genpact

Reply to Email (andrew1.greenwood@genpact.com will be the default)

Last Name, First Name <marketing@genpact.com>

TemplateNote: Text only (plain text, non HTML) cannot be tracked for opens, clicks, etc.

Choose from 1 or 2 column template (UK/EU uses 1 column email template for blackberry purposes)

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Appendix A: Copy Guidelines/Checklist

Below is the template for building copy for a campaign. An email campaign is series of touches that encompasses the following components. Copy for each will need to be created. Ensure that when writing the copy for all touches within a campaign, you stay specific to a target persona and theme.

1. Outgoing Email (including TEXT-only version)2. Landing Page with Form3. Thank You Page4. Auto Responder

Use the guidelines below to build your copy for each email touch: Template: 1 column or 2. The 2 column provides for a side bar for the CTA (see sample below) choose 1 template for

entire campaign (UK/EU to use 1 column template).

Email and Landing Page Content Email 1. Notes ContentSubject line List out all subject lines. Best

practice 50 characters or less.From List out name of who the email is

sent from.Header image Provide jpeg image of header 600px

wide by 146px tall.Headline copy Short attention-getting copy line.Body copy Short email.

Keep CTA above the fold. Address specific pain points that

resonate with the reader. Reference the content by pulling

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out key points that address the pain points.

Drive customer to take action (reference the content).

Signature should match sender – this will be standardized to: Full Name, title, email address.

Call to action column: Image or thumbnail of contentTitle of contentCTA button image

Email 2. Notes ContentSubject line List out all subject lines. Best

practice 50 characters or less.From List out name of who the email is

sent from.Header image Provide jpeg image of header 600px

wide by 146px tall.Headline copy Short attention-getting copy line.

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Body copy Short email. Keep CTA above the fold. Address specific pain points that

resonate with the reader. Reference the content by pulling

out key points that address the pain points.

Drive customer to take action (reference the content).

Signature (should match sender – this will be standardized to: Full Name, title, email address).

Call to action column: Image or thumbnail of contentTitle of contentCTA button image

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Landing page Notes ContentBanner Head Copy: Provide graphic and copy for this

section (i.e.: copy that fits with the theme of the overall message/BU).

Headline Copy Further description relating to pain point and theme.

Body copy Further detail into the pain point and how the content will address the pain points.

Stats from the content or quotes is a good thing to pull out here.

“Teaser” content i.e. video or infographic can go here too. Only use if it strongly relates to content. Key is to get the recipient to complete form for content.

Also as a 2nd CTA mention Genpact value and a contact us link.

Provide any graphics for content i.e. thumbnails.

Form: Standard fields from progressive profiling form and strong CTA button.

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Landing page Notes Content

Banner Head Copy: Same as landing page.

Headline Copy Further description relating to pain point and theme.

Body copy Thank you for your interest in Genpact’s Research on “xxxx-report-name”.

You can download your copy of the research here . People who downloaded this report also find below

resources relevant (short description of content-ungated).

Template includes two assets at bottom of thank you page:Explore latest insights and trends Hyperlink to http://www.genpact.com/home/resourcesANDDownload the Generate Impact App Hyperlink to http://www.genpact.com/home/resources/generate-impact-app

Call to Action Links:

All CTA’s will reside on the Genpact site, place url link here with the name of the asset

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Thank you Auto Responder

Auto Responder Email Notes ContentSubject line Thank you (reference the content they

requested).From List out name of who the email is sent from.Header image Same as outbound email.Headline copy Thank You.Body copy Briefly thank recipient and let them know

they are receiving a link back to the content.

Advise they can share with colleagues. You can also provide a little more Genpact

value proposition and provide a contact us CTA.

Call to action column: Image or thumbnail of requested contentAdditional content or contact us

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Examples/ Templates

Email Example Landing Page Example Thank you page

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Appendix A: Campaign Development Process

Below example only. Each campaign follows similar process before going live. Your campaign manager will be in touch upon submission on estimate timeframe.

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Sample of campaign flow

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