Paresh Mandhyan, Digital Marketing Director, VWO
Speaking at Growth Stage
Time slot: 4:30 PM – 4:50 PM
Paresh has over 12 years of experience working in India, the UK, and the US in various aspects of the marketing mix and has been focused on executing effective growth strategies with integrated GTM and personalized omnichannel marketing.
He has been instrumental in setting up marketing processes and functional teams from scratch for various B2B SaaS companies including RateGain, Cvent (acquired for $1.83B), BirdEye, and is now the Global Head of Marketing at VWO.
As the head of marketing at VWO, a Martech SaaS player in the experience optimisation space, Paresh is responsible for the global GTM, branding and demand generation to scale VWO’s growth. Leading a team of 20 marketers, Paresh is responsible for directing the overall marketing spends and delivering ROI along with the achievement of key marketing KPIs.
Julia – Having such rich experience in building marketing products, what are the key criteria for successful building marketing strategy?
1) Absolute clarity in what you are chasing would be the top criteria in my mind. At any given point of time as a marketer, you should be able to answer, what exactly you are selling and who exactly you want to sell to. Ideally, this should cascade down to the marketing group from the company-wide strategy and goals (if it does not or is not clear, go back to the drawing board). Any deviation in the growth/scale years should be seen as a red flag. And if this is not working for the organisation from a growth perspective, go back to the above two questions and recalibrate.
2) Positioning can make or break your growth. Unless you have built a compelling positioning that speaks to the ‘who you want to sell to’ audience both emotionally and from a business standpoint, you can have the best go-to-market strategy but it is more likely to fail. A lot of work needs to be done on the positioning as a part of the marketing strategy and NOT after.
Julia – Three important metrics every marketer needs to check while running the campaign and why?
Often marketers alienate their goals/KPIs from the overall organisation goals. We get so focused on vanity metrics such as traffic, clicks, downloads, etc. that we miss measuring if our efforts are moving the needle. The top three metrics that marketers need to follow while running campaigns:
Julia -Coming to marketing processes and its optimisation – do you have any case study to share with our audience?
Julia: Assuming the marketer is running a campaign and wants to test a few ideas – how can VWO help?
Paresh: For those of you who are not familiar with us, VWO is an experience optimisation platform that enables marketers to understand the visitor behaviour on their site, easily run tests via visual or code editor and finally send push notifications to visitors that drop off.
VWO Testing supports A/B tests, Multivariate test and Split URL tests. Even marketers with no coding experience can simply load the page they want to run tests on and make changes based on their ideas. With VWO Testing you can:
All of this and more from one integrated platform which comes with an in-built program management layer to make experimentation a program and not a one-off activity.
Julia: The feature you are proud of the most in VWO?
Paresh: While there are many amazing features that marketers leverage throughout our platform, my personal favourite is ‘Form Analytics’. It is a known fact that a lower number of form fields leads to a higher conversion rate. However, we never look at data to substantiate this and more importantly, we don’t ever consider the type of field, order of fields, or even try to understand which fields are causing the most friction. This is where Form Analytics comes in. For every form on VWO website, I exactly know the time spend on each field, completion rate of each individual field (irrespective of the form submitted or not), % of users dropping off on each field (read: friction) and also test results of swapping the order/placement of fields. Combine this and you have powerful data with the potential to improve your form completion rate by double digits easily. Every website, B2B or B2C has a form today (checkout or lead gen) and given that this the most important step in the journey, it definitely requires a little more attention and love than we give it today!
Julia: We’re really excited to host you as a speaker of SEMrush Marketing Show, what would your advice to all attendees be and will it be possible to catch up with you during the conference?
Julia: Connect with Paresh online on Linkedin.
Interview was taken by Julia Aslamova, Country Marketing Head (India) at SEMrush.