Interview With Barun Mallick, Product Marketing Manager of Keka

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Aniruddh Parmar

Senior editor

Parul Saxena

Chief editor

Last updated: December 9, 2019

Keka, an all-in-one HR, payroll and attendance management software has emerged exponentially in the very competitive and crowded HR technology market. The journey has just started though, says their product marketing manager Barun Mallick, in a candid conversation with SoftwareSuggest. Here’s our full chit-chat with Barun on brand marketing, Keka‘s expansion plans and features of the future we can expect to arrive in 2020.

In conversation with Barun Mallick, Product Marketing Manager at Keka

How long have you been working with this product?

I started my journey in December 2016. Keka was a 17 people organization lead by Vijay Yalamanchili. In not more than 2.5 years, we onboard 2500+ clients. Keka is a bootstrap startup that is helping more than 2500+ clients pan across India. With a team of 150+ talented folks with the understanding of the problems in managing and nurturing talent, backed with technical expertise, makes us the killer team!

What is the most interesting thing about your job?

Marketing is a vital function that ensures that there is an intersection of consumer demand and product innovation. Marketing cannot be aggressive and is dependent on the time for your product to mature. The marketing strategies are designed in a way that matches the product’s maturity. Then you can deliver the needs of the consumer and increase the conversion. Getting leads without proper conversion would make your efforts go in vain. Hence as a marketer, one has to continually discuss with sales as well as product team so that he/she can create a bridge to have everyone in the same context.

I always believe marketing is a cross-functional operational domain, and they are known for making an impact on the organization.

Whenever things go haywire, I always tell my self that someone has to deal with this, and that person is you, and that is making my day enjoyable from the last 7 years.

Are there any ideological principles that your organization follows to maintain the brand value?

Our Ideology for brand value comes down to a fundamental principle that is to create excellent Employee Experience for employees and employers in India. Our brand value indicators are the 4lakhs+ employees and 2,500+businesses who are regularly saving a lot of time by gaining visibility, which helps them increase meaningful conversations across the organization using Keka as their HRMS Platform. 

Considering the pace at which the SaaS market is growing, how important is it to keep innovating to stay in the game?

Innovation is not a need but a necessity that is relative to market growth and dynamic change in people analytics. Industrial Revolution 4.0 is empowering businesses to implement changes now and paving the way for the future where smart machines improve their business graph.

SaaS market is going to evolve as a perfect companion for businesses on the go and is going to impact a bigger audience.

What is one thing that puts your product apart from the crowd?

We have always been obsessed with “User Experience.” It drove us to create a product that is not only aesthetically pleasing but also coherent and extremely relevant to human behavior.

At Keka, we work closely with our customers. We learn from their behavior and feedback continuously. This deep interaction with our customers helps us in discovering what they really want and value.

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Aniruddh is Blogger and Digital Marketing Specialist at SoftwareSuggest. Ready to grab a cup of coffee anytime if you want to talk about tech, cars, businesses or cricket.

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