Episode Summary
Anusha Sethuraman has been creating and promoting content ever since her days on the theatre production team at R.V. College of Engineering in Bangalore. These days, however, it’s a lot more business-oriented creativity.
Currently, Anusha is the Head of Marketing for explainable AI platform Fiddler. The company is a startup, a business structure she has prior experience with, though she came to Fiddler after working at Microsoft. While Anusha credits her time working for companies of all sizes and stages with making her a more well-rounded marketer, startups are her passion because they’re where she can make a bigger impact.
Her current role as the sole marketer for Fiddler certainly allows her that opportunity, but it comes with its own set of challenges.
“I just wish I had a lot more time to actually sit and write content,” she says. “I used to do a lot of this in my previous roles, especially at New Relic. … Developing an abstract and trying to reach out to a writer to help me write it — it’s hard because sometimes the topic means a lot of reading and knowledge and research, and that’s not always easy to come by in a writer. … That is something I’m figuring out.”
On this episode of Tech Qualified, Anusha discusses how she executes Fiddler’s marketing strategy as a one-person department. (Spoiler: She’s all about outsourcing to freelancers and agencies, although this process requires careful vetting.) She also shares how she navigates demand generation marketing with the help of ex-colleagues and industry experts that act as a sounding board.
Guest Profile
- Name: Anusha Sethuraman
- What she does: As Head of Marketing at Fiddler, a B2B startup/explainable AI platform that enables businesses to build transparent and responsible AI, Anusha develops and implements all of the company’s marketing strategies as a one-woman department.
- Company: Fiddler
- Noteworthy: “When I was at Microsoft, ... what you're doing becomes very focused, like really focused. So I think that was what made me think [about] what's next because I wanted a broader sort of impact where I could get more strategic projects, more visibility into product development … that's what brought me back to the startup world.”
Key Insights
- According to Anusha, it’s particularly important for a startup to test external partners to see if they have what you’re looking for before you contract with them. Whether it’s an agency or an individual, it’s also always better to try working with someone who’s been recommended to you within your network.
- You could have great content, but if you don’t know how to promote it, you won’t be successful. Anusha says promotion is one of her biggest areas of focus, especially through a lead gen marketing approach, and right now, one of the groups she’s targeting is data scientists.
- Anusha says it’s vital to heavily research the various groups you’re targeting through tools like quantitative surveys. This market research is necessary for finding out what each of your target segments cares about — from here, you can craft stronger and more tailored messaging.
Episode Highlights
- Finding what resonates with your audience
- When your industry is hot, don’t jump in without a multi-pronged strategy
- Test an agency or contractor before choosing them
- On testing and executing new marketing strategies