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In the latest episode of Game Changers, host Oana had the opportunity to sit down with Nivas Ravichandran, Head of Marketing at Spendflo. Nivas provided his keen insight into marketing strategies that have helped Spendflo succeed in its industry and shared his thoughts on future trends, making for an insightful conversation.
Hailing from a rich marketing background with significant experience in product and growth marketing from Freshworks, Nivas has led the marketing efforts for Spendflo from the ground up. Being part of a Series A company, they constantly find themselves challenged to compete with larger competitors and incumbent software. But the journey to setting the company up for success while striving to meet the expectations of a very specific audience in the finance sector is something Nivas relishes.
Underlying Spendflo’s success is a well-thought-out marketing strategy and the building of trust, especially as finance leaders are a challenging group to engage with. This trust-building began with the various dinners Spendflo has hosted. Nivas shared that the strategy of hosting intimate dinners, rather than large conferences, was a conscious one. The idea was to build trust first and ask for business later. The intimate dinners also had a silver lining: they gave the marketing team valuable insights into the finance leaders’ world, resulting in the team developing relevant and engaging content.
In 2024, Nivas emphasizes the importance of leaning into the channels that have worked for them, while also experimenting with new ones. Part of their strategy for the year ahead is building a community for finance leaders, fueled by content that resonates with this audience.
Harvesting content ideas from their in-person dinners and developing those into e-books, playbooks, and reports have helped the company stay on top in the minds of finance leaders. The idea is to be part of their educational journey throughout the year and not just at the point of their purchase.
Nivas also touches on the constant evolution in marketing trends, emphasizing the importance of adopting a fresh approach with each transition to ensure a brand’s relevance. From here, Nivas and Spendflo are excited to continue scaling their channels, building their community, and creating effective content for finance leaders in their quest to optimize the world of marketing.
It’s clear that marketing trends will continue to evolve, and thanks to leaders like Nivas Ravichandran, the landscape keeps shifting to more targeted, thoughtful strategies that engage specific audiences. As we keep a keen eye on the future, one thing is certain – the world of marketing will never be dull.
