India

Customer Experience (CX)

Content Marketing

Account-based Marketing (ABM)

Product Marketing

Program Management

Content Strategy

Content Creation

Yogesh G Krishnan

Founder & Consulting Product Marketer

Qualitative research

Communication

Critical-thinking

Organisation skills

Leadership

Brand positioning

Brand strategy

Content pipeline

Content research

Email marketing

Event organisation

Market research

Marketing strategy

Trello

Airtable

Canva

ChatGPT

Carrd

HubSpot

Miro

Notion

I focus on helping companies operating in the B2B Technology space identify their key messaging story

Here is what my team and I can do for you

•Deliver strategic marketing initiatives that align with your business goals, ensuring a cohesive approach to market growth and brand development.
•Orchestrate impactful product launches that generate buzz and drive initial sales, leveraging targeted strategies to maximize market penetration.
•Define ICP and buyer personas with precision, creating detailed profiles that guide marketing efforts and enhance customer targeting.
•Craft compelling positioning and messaging that differentiate your brand in the marketplace, resonating with your audience and driving engagement.
•Develop robust content strategies that provide valuable and relevant information to your audience, fostering trust and encouraging conversions.
•Empower sales through enablement tools, providing the resources and training needed to improve sales effectiveness and close more deals.
•Conduct thorough competitive analyses to identify market trends, benchmark performance, and uncover opportunities for differentiation.
•Perform insightful win/loss analyses to understand the factors driving customer decisions, informing future strategies and improving sales tactics.

Head of B2B Product Marketing & Demand Generation at Foundit (formerly Monster APAC & ME)

•Directed the rebranding process, ensuring a smooth transition to our new brand.
•Oversaw all B2B marketing budgets and planning with a focus on cost-effective strategies and optimization.
•Built and managed a team of Product Marketers and BDRs, delivering targeted campaigns for key •buying centers.
•Led the launch of our flagship product through innovative in-person and digital campaign strategies.
•Developed and implemented product positioning, messaging, content, and customer advocacy initiatives.
•Enhanced sales enablement across regions, empowering our entire sales team.
•Executed integrated marketing campaigns that significantly increased new business pipeline.

Build and drive Advocacy and content initiatives to identify the greatest proponents of the product and provide a space for the customer to tell the story of their success with Freshworks products.

Drive product messaging for Backbase Retail Banking  by working cross-functionally with key stakeholders to plan, create, and execute marketing programs with the product and the customer at the centre of the story

Took on the additional charge of leading GTM and partner marketing activity with technology platforms, payment gateways, resellers and SIs looking to help their customers navigate subscription complexity and recurring billing

Lead the Product Marketing team at Chargebee,  the preferred subscription management and recurring billing solution for over 7000+ businesses globally

Help seed and early stage SaaS startups to help define value positioning, content strategy and sales enablement.

A few interesting projects I worked on
• Helped a Visual AI start up 📸 define their value proposition and sales messaging 📸
• Created demand gem campaigns for a CRM for Schools and Colleges🏫, yielding multiple new customers 🏫
•Developed multiple pieces of content for a food safety management 🍱 software provider, helping develop significant new logos
• Drove a value proposition workshop 🎯 for an email personalization service (Spotify wrapped, but with images at scale)

Lead the marketing team with a focus on branding, demand gen & product marketing for all business lines
● Establish strategic marketing direction for the organization and responsible for strategy, messaging, tactics, execution and budgets.
● Build the growth agenda with the leadership team to outline key growth imperatives for 4 business lines.
● Created & led demand gen engine that contributed to revenue growth with targeted logo acquisition,
marketing support for account expansion and new partnerships.
● Develop and manage partner marketing strategy, partner education programs campaigns and content
● Launched ‘sell-with’ programs with partners like Oracle, Salesforce, BigCommerce & Adobe

Led the supremely talented Industry Marketing team at the Global Marketing Centre to drive IBM’s industry-based messaging and GTM execution.

Focus Areas
● Value Proposition and Messaging 
●Marketing Enablment
●Content & Campaign Creation across web, digital media and in person events
●Program Management 
●Team Management

●Set up and build the Global Marketing Centre in Dalian, China, as a shared centre of excellence
● Drive marketing execution of demand gen programs, campaigns & content across the IBM portfolio of software, hardware and service line products in China, Korea & Japan
● Lead solution identification and transition of in-country roles to centralized operations resulting in cost & efficiency gains
● Drive and own metrics on financial planning/budgeting, attrition, knowledge management, stakeholder satisfaction
● Built the team with a specific focus on talent development and marketing best practices.
● Led Portfolio Marketing, Content Writers, Program Managers, Marketing Automation Leads, Campaign
Specialists and Designers with multiple levels of leadership.

Lead a team of high performing marketing professionals focussed marketing the Tivoli suite of 
● Planning, hiring, identifying training needs, managing performance and employee engagement
● Directed the creation and production of over 400 marketing assets for use by WW and country sales
● Drive and own deliverables related to internal communications and sales enablement

Drive alignment of sales play and marketing campaign execution within region by sales interlock process
● Optimize sales play utilization by creating a “build once, use anywhere” model
● Program manage creation of sales enablement material to drive the IBM ‘Software Story’
● Conducted multiple in-person workshops to train 50+ marketing managers Worldwide

Lead Emerging Markets initiatives and strategy for LaserJet printer business, based out of Shanghai, China. Involved leading and driving virtual cross functional team to identify and implement short term and long term strategies for emerging geographies
Lead and drive virtual cross-functional team to identify and implement strategies for emerging geographies
● Curator for product roadmaps specific to emerging geographies
● Defined requirements for research focus groups, surveys, polls and customer interviews.
● Negotiate with market research vendors to set up and conduct multiple market research projects in BRIC

Lead the market intelligence team for HP’s TSG in Asia Pacific 
● Supply key inputs to planning team to develop BU goals, targets and quarterly corporate market sizing activity.
● Team with AR and analysts (IDC/Gartner) to write and publish market leadership reports for use in external and
internal communications
● Quantified savings of USD 1.5M in cost avoidance by managing secondary research and analysis inhouse
● Account planning support in India &SEA markets for Telco, Retail, and M&E industries

Conduct competitive analysis and positioning.
Lead team of three to revamp website, responsible for developing content and layout for website.
Advise marketing team on execution of marketing and promotion initiatives.
Edited and wrote content for web, press releases, sales brochures, direct marketing and sales training

Sales and Marketing of Engineering Products

Responsible for nation wide sales and marketing to Original Equipment Manufacturer of earth moving equipment. During tenure, improved sales for sector by 25% by creating and implementing strategic plan to target new sectors in construction equipment industry. Managed sales and services to large accounts such as Caterpillar, BEML, L&T and Volvo

Yogesh G Krishnan🇮🇳