Freshworks reach for the cloud

How Google helped Freshworks become a global powerhouse in cloud-based business software

Freshworks reach for the cloud

Goals

  • To launch products in a marketplace dominated by large incumbents
  • To serve companies of all sizes
  • To build a customer base in mature markets across the US and Europe

Approach

  • To use Google Search advertising
  • To provide a better on-boarding experience for customers
  • To filter leads back through Analytics and AdWords to optimise campaigns and improve ROI

Results

  • 60 markets currently worldwide, and growing
  • A customer base of over 130,000, and growing
  • 60% of business coming through Google products
  • 20% reduction in cost per acquisition YoY

Freshworks create cloud-based software solutions for businesses. Founded in Chennai, India, in 2010 as Freshdesk, they have a product suite ranging from sales CRM software to recruitment tools and customer support helpdesk software. They’ve grown quickly to 1,000+ employees globally across five offices, and their software is already being used by over 130,000 organisations around the world.

So, how was Indian start-up, Freshworks, able to successfully compete with huge, established competitors? Not only were Freshworks launching products in a marketplace dominated by large incumbents, they were aiming to achieve an ambitious mission to serve companies of all sizes, including the often hard-to-crack SMB segment.

From launch, Freshworks used Google Search advertising to build a customer base in mature markets across the US and Europe. With a unique global inside sales model that lowered the company’s cost of selling, Freshworks could put more into their digital marketing budget, and improve the customer on-boarding experience. This allowed them to compete directly with their biggest competitors.

Google and Freshworks worked together to filter leads back through Analytics and AdWords to optimise campaigns, and improve their ROI from Search, thus ensuring quality growth.

Although their primary marketing medium is Search, with the help of Google they’ve successfully expanded into other Google products too. YouTube played a key role in their branding strategy in 2016 and, since then, they’ve been experimenting with DoubleClick and YouTube to complement their AdWords campaigns.

Today, Freshworks is a global powerhouse in cloud-based business software with a majority of revenue coming from North America, followed by Europe. They now have a customer base of over 130,000 with 60% of their business coming through Google products.

The metrics and insights from Google have played a big part in understanding and continuing their growth, and managing their budget. As Ramesh Ravishankar, Marketing Director of Freshworks, explains: “Google tools are the most sophisticated for measuring a channel’s effectiveness. We are well-armoured when having to talk about the return on investment of Google products.”

Freshworks will use a range of Google tools to continue acquiring new customers and increase global brand awareness. Google Translation Services will also be used to expand their success into new global markets, with an expanding portfolio of Freshworks products.

There are no doubts here that Google’s contribution has been an integral part of our growth. Girish Mathrubootham, Founder & CEO at Freshworks

Google products are a great vehicle to expansion if you want to grow your business quickly. Ramesh Ravishankar, Marketing Director, Freshworks