Episode 8: Rewriting the Marketing Playbook for 2020 & Beyond | Dhananjay Yadav

Episode 8: Rewriting the Marketing Playbook for 2020 & Beyond | Dhananjay Yadav

About This Episode

Dhananjay Yadav is the AVP of Growth and Marketing at HomeLane – a home interior company that helps buyers do their home interiors in a personalized way. He has extensive experience in digital and outdoor advertising. Previously, Dhananjay worked as the Head of Marketing at ClearTax – India’s #1 Tax and Investment platform.

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In this episode:

Ashana: How is the work from home situation going for you?

Dhananjay: Practically speaking, it is turning out to be a lot hectic than usual. The work time has extended and it is a challenge to manage time and develop efficiency altogether.

→ However, we are trying to adapt to this situation as it eventually is going to be a new normal for a long time to come ahead.

Ashana: How has COVID impacted the home improvement and real estate industry?

Dhananjay: It has impacted the industry big time. The market demand slowed down and the operational aspect of the work also saw bigger challenges.

→ We, at HomeLane, are trying hard to manage the flow of work efficiently though. We are adopting in-house tools to present the visual 3D designs for better understanding of our clients.
There is rather a surge in the demand for us given the technological solutions we’ve built.

→ We’ve jumped on to virtual presentations instead of in-person meetings and that is working well for us.

Ashana: How have your marketing strategies changed as compared to the pre-COVID world?

Dhananjay: For us, the organic channels are the key focus areas now. Earlier, we were running after the SEM and other paid channels, which are not the right paths during this time.

→ We are working hard on building the SEO pipeline and productizing the website and any query that comes ahead.

→ WebEngage journeys are paving the way for retention led marketing that we are looking for. We have crafted a campaign to nudge the inactive leads to schedule virtual meetings with them and carry the funnel position ahead. The multichannel outreach ability of the tool has heightened the conversions to a great extent.

Ashana: Is there a different communication strategy that you’ve adopted now?

Dhananjay: It is very important for any business to be compassionate towards the consumers especially during this time.

→ We are adopting a more sympathetic tone in our communications and trying to be a helping figure for the users.
All the focus is on virtual channels, which is delivering the message of social distancing and moving live virtually ahead.

Listen to the full episode to understand how HomeLane has adopted new ways to engage and retain customers during the pandemic!

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Speaker

Dhananjay Yadav AVP - Growth and Marketing, HomeLane

Dhananjay Yadav is the AVP of Growth and Marketing at HomeLane - a home interior company that helps buyers do their home interiors in a personalized way. He has extensive experience in digital and outdoor advertising. Previously, Dhananjay worked as the Head of Marketing at ClearTax - India's #1 Tax and Investment platform.

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Host

Ashana Jha Community Manager, WebEngage

Ashana Jha is the Community Manager at WebEngage. She is always on the lookout for new things to learn and is constantly in conversation with thought leaders across the globe.