Each day, everyone at Springworks comes into work with a true passion for building products and tools to simplify the lives of hiring and recruiting managers. We are artists, innovators, achievers, and dreamers, with a one-track mind to fine-tune the products that we build on the blockchain, achieving precision. We showcase our team members, their roles, and what a typical day looks like for them through this series of posts. You can check all the posts here
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Prasanna Vankatesh joined Springworks remotely in September, 2020 as a Product Marketer. Prior to Springworks, he worked as a Product Marketing Specialist at Zoho Corporation.
This means he focuses on understanding the market and market needs, but with an emphasis on understanding the buyer of our products.
Prasanna is a fan of various sports such as NBA ,football, formula 1 and cricket; Religiously keeps up with the scores of all matches.
Let’s talk to him about his experience in the world of marketing and his time at Springworks!
Tell me a little about your job role and what you do on a day-to-day basis.
My work ranges from dealing with B2B customers of Trivia and EngageWith, helping with the positioning of the products, writing emailers, newsletters, updating website content as needed and finding opportunities to grow and perform demand generation.
I also interview our existing users for Trivia and write case studies. This means, I get to coordinate with marketing and design teams to illustrate articles.
What separates the role of a product marketer from a usual marketer?
For a product, the positioning is a form of marketing that presents the benefits of your product to a particular target audience. Through market research and focus groups, product marketers can determine which audience to target based on favorable responses to the product.
Since both of our products are Saas based, I do the fundamental positioning for them.
Product positioning can involve a number of different elements. A product can be positioned in a favorable way for a target audience through advertising, the channels advertised through and even the way the product is priced.
For example, market research may have revealed that Trivia is popular among remote teams.
What do they like about the product? What should be highlighted about the product to attract them? And where should the product be advertised to reach them?
With the answers to these questions, an effective marketing campaign can be created to send benefit-driven messages to the target audience wherever they may be(such as emailers, paid ads etc).
What are your customers like? What type of people do you serve?
Trivia is a good-to-have product that helps remote employees in bonding with each other over games and quizzes in an effortless fashion, so its customers are generally remote-first companies that want to overcome remote isolation for their employees.
On the other hand, EngageWith is a must-have rewards and recognition platform that increases employee retention and builds a culture of recognition, so the companies who want to increase employee engagement and retention are the target groups for us.
How do you make sure you communicate effectively?
Communication is the crux of everything in a startup, but I learned that it needs to be evolved with the situation around you because effective communication creates a trust-based environment.
I joined Springworks remotely and prior to that, I used to be a part of face-to-face conversations more when I was in a physical workplace environment. I still vouch for physical meetings. However, it is impossible for everyone to be present physically for meetings ever since the pandemic hit.
Thus, it was challenging for me to communicate remotely and adapt to remote tools such as Slack and get used to the ticketing, but I slowly picked up. I still miss whiteboard discussions, though. 😊
What do you like best about your job?
I love the Ideation process. It mitigates fundamental blocks for me. Discussing ideas with my co-workers & taking their feedback helps me to be more creative as I believe in trial and error.
Walk me through a day in the life of Prasanna!
- Wake up at 6.30 am
- Check out the previous sports score
- Go for a jog
- Have breakfast
- Start work at 9 am
- Check Slack and emails to see updates.
- Work until 1.30 pm
- Have lunch
- Checking the day’s progress with work
- Work from 5 pm – 7.30 pm
- Go for shopping with mom/dad
- Read books in my free time
- Have dinner
- Go to sleep at 10.30 pm
Tell me a little bit about your life outside of work…
I am a serious book hoarder who just loves to read. Lately, I’ve been interested in learning Indian cultural history and reading a few books about how Indians were like during ancient times. I’ve read books such as ‘A history of Vijayanagar’ , ‘The Ramayana of Valmiki.
What advice would you give someone who is seeking the same line of work?
It is important for any product marketer to understand how to apply your creativity from the user’s perspective. Blending creativity with the user’s perspective is a work of art.
Investigating the perspective and experience of users after working with creativity techniques may help better to develop new product ideas in a team.
What keeps you at Springworks?
Smart, supportive and creative co-workers who are there to help each other and always highlight the company values.