Freshworks Inc. and their flagship brands Freshservice and Freshdesk provides people-first, AI service software that organizations use to deliver exceptional customer and employee experiences. Born in India but operating internationally from day one, the company’s global growth ambitions is fuelling deeper expansion in the US where Freshworks has uncovered a large total addressable market.
Confident that there are ample opportunities for growth, including significant potential to acquire new customers, increase annual revenue and grow transaction value, Freshworks has been doubling down on marketing in the US with LinkedIn.
THE CHALLENGE
To support expansion in the US, Freshworks needed to build brand awareness and nurture brand trust while ensuring that its top-of-funnel investments contribute to bottom-of-funnel conversion goals.
THE SOLUTION
Freshworks refined its demand generation strategy on LinkedIn by extending its video marketing to include Connected TV (CTV) ads to scale targeted reach with ease.
- Targeted reach, amplified: Through CTV ads, Freshworks was able to engage its Ideal Customer Profiles outside a formal environment. This complemented its in-feed activity while extending in title-based targeting on LinkedIn.
- Compelling creatives, adapted: For CTV ads, Freshworks repurposed its existing video ads for large-screen and lean-back viewing. While its winning video formula of integrating powerful storytelling with data-driven insights, Freshworks adopted a test-and-learn mindset. This led to the discovery that 15-30 second CTV ads were optimal for driving view-through rate, building deeper connections and maximizing campaign impact.
THE RESULTS
Freshworks’ CTV campaign in the US generated:
“We believe that succeeding in global markets requires aligning our brand with local insights, tailoring our messaging, and selecting the optimal medium to reach and engage audience effectively.
Adding CTV ads to our LinkedIn campaigns has significantly scaled our reach in the US, enabling us to engage 500,000+ audiences, 60% of whom fit our Ideal Customer Profiles. We’ve been able to generate valuable brand awareness that we’re funnelling towards quality conversions.”
Founded Freshworks (NASDAQ: FRSH) provides people-first AI service software to deliver exceptional customer and employee experiences. Trusted by 68,000+ organizations worldwide. Headquartered in San Mateo, California, Freshworks operates around the world to serve more than 67,000+ customers, including American Express, Bridgestone, Databricks, Fila Nucor, and Sony. View Company page.
Headquarters: California, USA | No. of Employees: 5,001-10,000 | Industry: Software Development