Kayako (helpdesk/customer support software) was an unknown startup looking to build its profile as it prepared to replace its aging legacy software with a new SaaS product.
As Kayako's first marketing hire, I developed a unique brand voice and content marketing strategy to set it apart in the crowded help desk software space. The results helped propel the company's profile online and offline. My work resulted in:
- Blogs and Slideshares viewed over 100,000 times
- Speaking opportunities for Kayako's founders
- New hires for the company
The content marketing strategy
1. Develop content to highlight our "badass" customers
I developed a content marketing strategy centered around empowering an underserved audience: customer support reps. While competitors were targeting upper management with generic, "me-too" content, our focus enabled us to directly engage with our end user.
2. Tap into the local customer support community in London
I founded a meetup for customer support reps in London. This local, offline marketing initiative was an effective recruiting tool too - the company successfully hired new talent for its London office from this meetup group. Nice perk!
“Nandini has an instinct for understanding who we need to speak to in an organization and how to communicate complex things to them in a simple and clear way.”
-Jamie Edwards, CEO @ Kayako (now acquired)