Leveraging inbound marketing to grow in red ocean markets

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Nivas Ravichandran leads the Startup Partnerships Program at Freshworks (Customer Engagement SaaS Software Company). He also volunteers with IEEE (430,000+ members) as the Vice-Chair of IEEE Young Professionals Global and previously led the Young Professionals Community for IEEE Asia Pacific(Region 10).

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Time-Stamped Show Notes:

[03:28] CRM is a very crowded space, how do you navigate that? 

[16:11] What are the kind of mistakes that you’ve seen when it comes to implementing an inbound strategy?

[20:31] How important is building that engaged community and how does it help your inbound strategy?

In-Short:

Question: CRM is a very crowded space, how do you navigate that? 

Nivas: Let’s say there are four brands and if you were to think of which mobile phone to buy, you can only think of three to four brands. If you were to think of an extra brand needs to have done something differently or it has to come in with a separate messaging, which kind of resonates with what you do. I think that is where Freshsales started off, where we said, we will go after anyone who has a silo CRM and who kind of has to integrate with ten other applications.

Question: What are the kind of mistakes that you’ve seen when it comes to implementing an inbound strategy? 

Nivas: I think that the mistakes are two to three folds. I mean, not that we’ve also made some mistakes, but also guilty of them. But I think that every team is an evolving team. 

Question: How important is building that engaged community and how does it help your inbound strategy?

Nivas: I think this is probably just going back to another mistake where a lot of people think about influencer maybe I think the influence of marketing is great. Getting them to speak in one of your webinars or things is a very transactional thing. They’d be like okay I did this, they did this. Done. It doesn’t work. Life doesn’t work that way. You need to really look at why someone has to actually come on board your webinar and things like that.

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