Blog

How Skit.ai Tackles Positioning and Marketing for Its Voice AI Solution

Simone Somekh

November 10, 2022

For the third article of our “Meet the Team” series, we had a conversation with Vignesh Ramalingam, our Director of Product Marketing & Demand Generation. Vignesh (a.k.a. Vicky) is based in Bangalore, India, and manages over 12 team members across Product Marketing, Content Marketing, and Demand Generation.

Hi, Vicky. Tell me about yourself and your professional background.

Hi, Simone. I’ve always been curious about technology and human-centric design. For over a decade, I’ve been working in marketing for software companies, and I really enjoy being immersed in this space. One of my favorite aspects of Skit.ai’s Augmented Voice Intelligence solution is that it can be used for many verticals and use cases.

Voice AI is a very hot space right now, and many vendors that previously focused on other AI technologies are now tapping into it. How do you ensure that Skit.ai emerges as an industry-leading voice-first company?

Our clients see how advanced our technology is and how committed our team members are to quickly delivering seamless voice interactions with customers. I think that the quality of our technology and the commitment of our delivery team are two defining factors of our success.

While it’s true that more companies are starting to explore Voice AI, we believe that being a voice-first company — which has been focused on developing industry-leading voice technologies for several years — gives us a great advantage.

Without a competent marketing team, selling even the most exceptional solution would be challenging. What are the key ingredients for a B2B SaaS marketing team to succeed?

We certainly rely on talented and passionate team members across all teams to deliver an ever-evolving marketing strategy and help our sales team explain what our solution can do for them and what our technology capabilities are. Our team includes professionals in product marketing, content marketing, demand generation, and graphic design.

A key ingredient for success is ensuring that the marketing team is aligned with all the other teams — such as sales, delivery, product, etc.

One framework I’m fond of is “GACCS,” an acronym that stands for “Goals, Audience, Creative, Channels, and Stakeholders.” I encourage my team to take a minute to think about these five principles before diving into a new project:

  • Goals: The OKRs and KPIs towards which the project contributes.
  • Audience: The prospects or customers the project targets.
  • Creative: The creative elements and the value they add to the project
  • Channels: The channels used to distribute the work.
  • Stakeholders: The team members involved in the project.

What were some of the challenges that companies might face when they expand into new regions, and what are some of the lessons you’ve learned along the way?

New York City has been a great home for Skit.ai in the United States. The company has focused on hiring some of the best talent to join the team at our Madison Avenue office.

When it comes to expanding into a new region or industry, taking the time to do research is one of the most critical tasks for the marketing team to undertake. You have to understand your target audience: who they are, what they’re looking for, and what type of content they consume. Only then can you invest resources in developing strategies and assets.

While the technology we build is very complex, one of the tasks of the marketing team is to simplify it. What are your thoughts on this, and what strategies do you find to be most effective?

Sometimes it’s important to take a step back and look at the solution and technology with the eyes of an outsider. Many people who may benefit from our Augmented Voice Intelligence platform might not be familiar with the intricacies of Voice AI, spoken language understanding, and the integrations needed for our solution to be effective. Our mission is to explain how our technology works and how it can transform a company’s customer service and customer experience.

Do you want to learn more about Voice AI? Check out our blog.


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