Creating a New SaaS Category with Storytelling & Marketing : The Unmetric Story with Lux Narayan
Lakshmanan (Lux) Narayan is an Author, TED speaker, marketer and a SaaS entrepreneur.After his stint in advertising, Lux joined Sekhar Vembu as a co-founder at Vembu Technologies, leading sales and marketing and thinking of ways to market ‘a data backup software company’ in a cool way. They went on to create probably the first rap song on SaaS, by the name Cloud, Cloud Baby. Lux later went on to start ‘Eyes and Feet’ – ‘From online eyeballs to offline footfalls’, a social media analytics firm with Joseph Varghese and Kumar Krishnasami, which then got rebranded as Unmetric, a social media benchmarking company for brands – ‘It will tell you right now, what five people need five days to do’. Unmetric provides competitive intelligence, based on the 150k brands which they index. Unmetric ended up creating the category of Social Analytics in the otherwise crowded space of Social Publishing and Social Listening tools. They eventually got acquired by Falcon.io.In his words ‘From the beginning of October, to the end of October, we moved from being an independent company to having a parent, grandparents, and great-grandparents in one stroke’Tune in to this episode to learn the Journey of Unmetric from a Bedroom in Chennai to Boardroom in Copenhagen.Here are other key takeaways from this episode.Cognitive dissonance and marketingHow to coin brand names and product narratives which leaves your brand memorableHow to pitch your product to customers in a way you never had thought of beforeHow to use business card for content marketingWhy category creation is fascinating and scary at the same timeContext Marketing : A secret sauce that many don’t shareBest practices to work with PR agenciesUsing Data & Art for Brilliant Storytelling Tune in for more insights, happy listening!