IndiaMART

MMA CASE STUDY Mobile Management System

Campaign Summary
IndiaMART.com does over $1.5 billion in annual transactions, connecting with over 1.2 million suppliers and 6.5 million
buyers. As Indias largest online B-to-B marketplace for small- and medium-sized businesses, one of the challenges it
faced was keeping up with all buyers and sellers and making the process of finding, connecting, and completing
commerce seamless.

Strategy and Execution

IndiaMART has two target audiences:
Global buyers importing raw materials, products, or services from India, who use IndiaMART as an easy way to
connect with verified suppliers
Online suppliers who are accessible to buyers needing quotes for an order

To improve the quality and quantity of business leads for its customers, IndiaMART needed a system to map and manage
leads coming through its platform when the buyers called the suppliers. Until now, buyers were calling suppliers directly,
and IndiaMART had no way to know the measure of its service.

A system of preferred mobile numbers was set up for suppliers. These virtual mobile numbers were mapped to each
supplier, and behind each number was an intricate system allowing each call coming in to the number to be diverted
to up to eight mobile or landline numbers given by suppliers. That one call went to all provided numbers simultaneously,
and as soon as one buyer picked up, the others were instantly dropped. This minimized the call duration of the buyer
and ensured that someone would always answer. As opposed to other systems, the call charged to IndiaMART began
only on pick-up by the supplier.

Once the inquiry was made and answered and both parties hung up, a text and email was sent to both buyer and
supplier instantly, thanking them for their call and sharing contact details of both parties with each other. A solid lead
with a chance of conversion was passed to the supplier, while the buyer received the requested information and quotes
needed to make a business decision.

IndiaMART now had the power to monitor the progress and duration of every call made through these numbers using
an online panel. With it, the company got a deep level of understanding of the interaction happening between the two
target audiences. The system also offered the flexibility to change numbers associated with each supplier. In essence,
it was a solution that enhanced the scope of IndiaMARTs business through credible leads and a quick connection
between its buyers and suppliers.
Results
The solution surpassed expectations. The current number of virtual mobile numbers is 36,120, and theyre projected
to hit 50,000 by the end of the year.

Today, the system receives an average of 20,000 calls a day and generates a daily 11,000 sales leads. Its monthly
successful conversation count is now 400,000.

Success rates Number of Virtual

Period Average calls per day
of conversion Mobile Numbers
Sep 2011 to Jun 2012 560 45% 7,100
Jul 2012 to Sep 2012 1,139 71% 7,100
Oct 2012 to Dec 2012 3,092 71% 7,100
Jan 2013 to Mar 2013 2,897 75% 7,100
Apr 2013 to Jun 2013 19,296 73% 36,120

Studies have revealed that more than 85 percent of small to medium enterprises in India prefer IndiaMART over competitors.
It has a 60 percent market share in India. The portal gets three million unique visitors per month and 25 million page
views per month.

IndiaMART generates 800,000 business enquiries a month, out of which the mobile phone system of virtual numbers
handles a significant portion.

Source
Mobile Lead Generation and Management System. 2013 MMA Smarties Submission Lead Generation; Direct
Response; Conversion. Brand: IndiaMART. Lead Agency: One97 Communications Ltd.

2 IndiaMART Mobile Management System