Meet Crystel Rynne, Head of Product Marketing at HRLocker - a people management solution that enables organizations to manage people, whether they are on-site or working remotely. Crystel is a creative marketing leader and business strategist with experience leading several teams at HRLocker.

In this episode, you'll hear about the 14-year journey of HRLocker and its transition to a SaaS company. You'll learn how the pandemic has caused HRLocker to shift their thoughts on their ICP, when and how to rethink brand messaging, and how to launch a research report to become a thought leader. And finally, you'll learn what is the first thing you have to do when you're doing a PR campaign, and how to use storytelling. Another fantastic episode, enjoy!

Notes:

- 02:40 Automating HR Processes For Businesses

- 04:45 Transitioning To a Saas Company To Solve Their Pain Point

- 05:50 Being The Bridge Between The Marketing Team And The Product Team

- 07:30 Survey: Figuring Out The ICP's Needs And Challenges During The Pandemic

- 11:10 Changing Brand Messaging To Push An Empathy Message

- 14:50 Leveraging Research As A Content Strategy

- 18:00 Leveraging Webinars To Show How To Solve Pandemic Pain Points Using Their Product

- 19:45 A Small Change To The Product That Turned Into A Big Selling Point

- 20:20 Getting The Whole Team Excited About How They Could Help Their Customers

- 22:45 PR: The First Thing You Have To Do When You're Doing A Campaign

- 25:55 Lesson: Focus On The Original Problem And Capture It Really Well At The Beginning

- 29:15 2021: Planning, Staying Agile And Getting Your Share Of Voice In The Marketplace

- 33:15 Lightning Questions