An interview with Purnima Ashok Kumar, Product Marketing Lead at Doodle
We sit down with Purnima Ashok Kumar, Product Marketing Lead at Doodle. Doodle is the simplest way to schedule meetings and events.
How did you end up at Doodle and what problem does Doodle solve for its clients?
I worked in Business Development roles for 8 years before turning my attention to lead generation & product marketing. Doodle takes away the stress of finding time for meeting with clients, so you can focus on what's important to you - the conversation.
As the Product Marketing Lead, what are your main responsibilities at Doodle?
I'm responsible for Positioning and GTM motions for our lauches, including building alpha and beta Communities for testing.
To get a bit more technical, which methods work best for making people aware of and interested inDoodle , and why do you think they work so well?
Our Brand is our biggest strength. As one of the front runners in the scheduling space, we are identified by our flagship product - the group poll or as some refer to it simply, a Doodle.
At ColdFire, when we look at our clients' Marketing strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. How would you summarize the high-level marketing-related strategy of your organization, and what key elements contribute to its success?
At Doodle, we employ SEO and a loveable Product experience as key strategies for our Tofu. We focus on simplicity and delight in the early product experience as it has a direct impact on conversion.
What marketing tactic have you employed at Doodle or past companies that you feel is often overlooked by marketing teams, and what makes this technique effective in your experience?
I personally prefer cost effective marketing techniques. One such that I've experimented with has been 'thought leadership content' generation, gated or otherwise. Whatever the delivery method (webinars, blogs), positioning yourself as a thought leader but leveraging internal knowledge makes your stand out versus your competitors in a crowded market.
Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?
In the past, it has been the focus of Demand Generation with poor results. Using an expansive Marketo database, we have targeted look-alike companies but had low success through email outreach for a few reasons - the audience we targeted then had low willingness to pay, a long sales cycle with a lot of Tofu content needs.