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

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

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#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!