Customer Marketing Hacks in SaaS - Yasasree Nerayanuri, Sprinklr | BTS E8 | SaaSBoomi Podcast

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!