Building Battlecards from Scratch

Problem
Freshchat was gearing up for a major re-launch, and we were entering an extremely competitive space with little differentiation between players. I had just moved teams due to a reorg and as a new member of the Freshchat product marketing team, I had ~3 months to prepare battlecards for our top 4–5 competitors, starting from scratch.

Approach

  • Conducted primary and secondary competitive research to identify key differentiators and positioning strategies.
  • Create battlecard templates with essential compete content for sales and GTM teams.

Impact

  • Delivered battlecards on time, enabling ~1,000 GTM team members to effectively compete in the market.
  • Supported deals exceeding $100k+ in annual recurring revenue with ad-hoc competitive materials.
  • Solely responsible for Freshchat’s competitive intelligence efforts during this period.

Customer Case Studies: Partnering with Support to Boost Social Proof

Problem
We needed compelling customer stories to showcase Freshcaller’s value, but sourcing customer testimonials had been challenging and was not done at scale.

Approach

  • Partnered with the support team to identify customers with high satisfaction levels and no complaints in the past 6 months.
  • Reached out through the support team to ensure better response rates.
  • Conducted customer interviews, wrote case studies, and obtained approvals efficiently.
  • Sent personalized thank-you gestures, such as cupcakes and greetings, to strengthen relationships with customers.

Impact

  • Published 15+ customer stories and collected several testimonials in just 3 months. The campaign has a response rate of more than 50% from customers.

Link to a few Customer Case Studies. Please excuse the formatting as I had to retrieve them using the web archive and convert it to a pdf.

Rebranding for IPO: Freshcaller to Freshdesk Contact Center

Problem
As Freshworks prepared for its IPO, Freshcaller needed to be rebranded to align with the broader Freshdesk suite with tight collaboration across marketing, product, and web operations.

Approach

  • Collaborated with the broader marketing, localization, and web operations teams to ensure a seamless rebranding effort.
  • Used Google Analytics to prioritize high-traffic web pages and tracked changes across several hundred web pages.
  • Coordinated content updates to reflect the new branding across critical touch points such as ebooks, pitch decks and other external facing collateral.

Impact

  • Successfully completed the rebranding project, aligning Freshcaller under the Freshdesk brand in time for the IPO.
  • Maintained consistency across digital properties, ensuring minimal disruption for existing customers.

Other Projects

  • SEO: Wrote one of Freshworks’ best-performing blog posts, which ranked on the first page of Google and attracted over 30,000 visits.
  • B2C Sales Plays: Designed and crafted tailored use-cases for high-growth B2C verticals, driving adoption and better alignment with customer needs.
  • Knowledge Base Revamp: Authored 50+ in-depth product articles, covering key features, troubleshooting steps, and best practices in collaboration with product and support teams.