How a global CRM company localised its messaging and set up a profitable market in india
Successful customer support requires great teams and a great platform to connect them – our client, a NASDAQ-listed CRM, excels at supplying the latter. When entering the Indian market, our client sought to build a presence as the #1 CRM for SaaS players. Despite the stiff local competition and low brand visibility, our strategy successfully boosted the client’s media recall and generated enough business for India to become one of its biggest markets.
Headquartered in California, our client is a customer service and engagement platform that serves over 150,000 customers across industries with offices in over 18 countries. When the company set up its India office in 2016, its goal was to build a niche in the competitive SaaS space by providing end-to-end customer support through its tailored products.
While a market leader globally, the brand faced stiff competition in India from local players that not only had strong products but were also favoured by the media. In addition, most of its messaging was written for a global audience, and thus failed to have the desired impact regionally. Turning things around would require systematic effort and a keen eye for quality – and StarSquared PR delivered exactly that.
We assigned the client a dedicated team whose members mapped and identified influential media outlets that regularly covered CRM topics. We localised the brand’s messaging through high-quality press releases and thought leadership articles that catered to the Indian market while retaining the brand’s signature ‘humblident’ tone. The spokesperson was positioned as a thought leader in the CRM space, and influential journalists were regularly brought in to be introduced to the spokesperson, paving the way for recall and reference. In addition, we crafted customer success stories with high-impact data and frequently featured them in the media.