Good marketing makes the company look smart. Great marketing makes the customer feel smart.
Experts say that marketing can be leveraged in many ways, from raising and maintaining the standard of living and creating employment to being used as a source of new ideas and aiding the development of an economy. Seems like a panacea for all the ills of the world.
At TechSparks 2016, YourStory met Julie Knight, VP, Global Enterprise Marketing at Zendesk, a customer service platform that offers solutions in both the B2B and B2C segments. According to the company, the platform is designed for organisations that want to create customer relationships.
Talking exclusively to YourStory, Julie shed some light on the marketing strategy of the company.
With respect to startup businesses, Julie says that for Zendesk, marketing means offering the greatest value to its customers.
“B2B marketing is about what we can do for businesses. And in this particular segment, we have been successful in offering value to our clients,” says Julie.
She adds that the B2C segment is a little different in marketing. This segment entails customer retention, engagement and ensuring the best possible experience for them.
“However, our clients, both businesses and customers, expect that trust of advisory, which can help them grow. And our aim is to foster and consolidate the partnership with clients. We have built such relationships with our clients that they feel like they are linked with us through a bond,” says Julie.
Talking further on the marketing strategy, Julie says that as the clients’ businesses move upstream, it’s important to understand their businesses, their industries and their various personas. A customer service platform can’t afford to miss any miniscule detail about its clients that could help the former to build a marketing strategy around it and the latter to grow.
When asked whether their marketing strategy differs from region to region, she says that it’s very important to design marketing strategies according to the region’s market — emerging and mature.
“We have clients across the globe and have designed marketing modules for them, according to the demands of their markets,” says Julie.
A big shoutout to all our sponsors - Zendesk, Axis Bank, Sequoia Capital India Advisors , Digital Ocean, Microsoft, AWS, Akamai, Target, Verisign, Kerala Startup Mission, Brand Launch Centre, Tork and Blink.