BTS Marketing S1 E8
Yasasree Nerayanuri is the Vice President – Customer Marketing at Sprinklr. She used to be the Director of Customer Marketing & Community at Freshworks before joining Sprinklr.
In this episode Arvind Parthiban and Varun Shoor explores in depth various aspects of Customer Marketing with Yasasree. Tune in! 👇
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Key take aways
2:00 Genesis of customer marketing function
5:00 Scaling beyond $10M ARR
6:14 Marketing org structure evolution at Freshworks
8:48 How to measure and attribute NRR?
12:52 Org structure at Sprinklr v/s Freshworks
15:17 Making the best RoI from networking dinner events
16:41 Difference between community marketing and customer marketing
23:12 KPI for customer marketing
26:41 Customer communities
30:58 Playbook to get ~500 event registrations in a month
32:56 Customer success and customer marketing in action
34:42 Overlaps in customer marketing & product marketing
37:37 Optimizing customer communication at scale
39:35 The need for brand voice
41:23 Overlap between customer marketing and brand marketing
41:43 Customer marketing for single product v/s multi product company
45:12 Microevents marketing
47:40 Customer marketing components
49:51 Pillars of Customer marketing
51:29 How to engage with your advocates
53:22 How do you know a customer is a champion?
55:07 CRM is not a tool, it’s a discipline
58:07 Advice to someone starting in customer marketing
58:58 One quality to look in hiring in customer marketing
Happy watching!
Bonus:
Don’t miss the Insight Cards hidden inside the episode.
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