The Customer Success Function at Freshworks

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! 👇 SaaSBOOMi BTS Podcast brings insights into what goes on Behind The Scenes in the making of some of the successful marketing campaigns, and shine the light on how marketing is done, what works, and what doesn’t, and let the audience learn from the experience of the country’s best marketers ⭕ Episode 8: Customer Marketing : A New Frontier in SaaS Marketing ⭕ Guest: Yasasree Nerayanuri (VP Customer Marketing, Sprinklr) ⭕ Hosts: Arvind Parthiban (Co-founder & CEO, SuperOps.ai) & Varun Shoor (Founder & Ex-CEO, Kayako) Also available to be streamed on: Spotify: https://spoti.fi/3S3vX9U Apple Podcast: https://apple.co/3zzmwI1 Google Podcast: https://bit.ly/btse8-go 🔔 Get notified when new episodes drop: https://bit.ly/sbpodsubscribe #customermarketing #customersuccess #community #SaaS 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!