Business Challenge
Increase understanding of product. Demonstrate simply and entertainingly, how the social media platform works for brand and consumer. Background: As a social-media tech startup in 2012, Sprinklr had developed a stunning and timely technology and was at $80million valuation and 100 employees. With no branding, marketing or cultural/values in place, leadership saw the urgency and ROI of its branding — its brand — to reflect its highest standards and ambitions for growth and shareholder value.

Customer Insight
Digital/Social media practitioners and CMOs needed to “walk the walk” of the value of Sprinklr’s social-media platform: Getting to and hearing from the customer faster and simpler, driving sales and satisfaction. Background: Decision makers and influencers in the purchase of a social-media platform needed to understand the value of Sprinklr’s story, but they were getting more tech-speak than human voice.

Sprinklr’s CEO, at the start of my work, stated that their brand was “…in the business of Social Media Management.”

But, after listening, really listening between the lines to customer, I presented the Q: “What Business Are You Really In?” and answered that Sprinklr was really in the business of “Knowing Thy Customer” which was gold to advertising platforms AND to the ultimate customer online.

Brand Strategy/Position
Know thy Customer. So you can serve them better, and they can know and love you back. This storytelling “customer journey” showed the platform as the engaging experience between brand and customer that no tool or platform provides.

Brand/Marketing Creative
1. Video Demo of real-customer experience for how technology works to your benefit.
2. A more visceral and enduring emotional connection between customer and brand
3. Help client feel and understand the customer journey
Jan’s We feel before we think neuroscience approach answered the silent nagging question in customers’ minds: Can I trust these people, this place, before I even begin to understand and trust their technology?

Result
Prospect and client response, sales, upsell. Background: Hyper growth from $80M/100 employees to $1.82B and 1500 employees in three years.

To set up a meeting and learn more, contact janzlotnick@gmail.com

 

To set up a meeting and learn more, contact janzlotnick@gmail.com