How HRLocker Stays Agile Using Research-based Content and Storytelling
SaaS Breakthrough
English - November 13, 2020 18:41 - 37 minutes - 35.4 MB - ★★★★★ - 46 ratingsBusiness Technology saas start up marketing growth hacking saas marketing content marketing viral marketing software software marketing advertising Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Meet Crystel Rynne, Head of Product Marketing at HRLocker - a people management solution that enables organizations to manage people, whether they are on-site or working remotely. Crystel is a creative marketing leader and business strategist with experience leading several teams at HRLocker.
In this episode, you'll hear about the 14-year journey of HRLocker and its transition to a SaaS company. You'll learn how the pandemic has caused HRLocker to shift their thoughts on their ICP, when and how to rethink brand messaging, and how to launch a research report to become a thought leader. And finally, you'll learn what is the first thing you have to do when you're doing a PR campaign, and how to use storytelling. Another fantastic episode, enjoy!
Notes:
- 02:40 Automating HR Processes For Businesses
- 04:45 Transitioning To a Saas Company To Solve Their Pain Point
- 05:50 Being The Bridge Between The Marketing Team And The Product Team
- 07:30 Survey: Figuring Out The ICP's Needs And Challenges During The Pandemic
- 11:10 Changing Brand Messaging To Push An Empathy Message
- 14:50 Leveraging Research As A Content Strategy
- 18:00 Leveraging Webinars To Show How To Solve Pandemic Pain Points Using Their Product
- 19:45 A Small Change To The Product That Turned Into A Big Selling Point
- 20:20 Getting The Whole Team Excited About How They Could Help Their Customers
- 22:45 PR: The First Thing You Have To Do When You're Doing A Campaign
- 25:55 Lesson: Focus On The Original Problem And Capture It Really Well At The Beginning
- 29:15 2021: Planning, Staying Agile And Getting Your Share Of Voice In The Marketplace
- 33:15 Lightning Questions