Earning credibility in a market that did not know us

The situation

The recruitment software market is dominated by vendors with decades of brand equity and strong analyst relationships. For a newer entrant, appearing in industry reports and analyst conversations is not automatic. It requires deliberate effort, clear positioning, and consistent communication of product roadmap and differentiation.

My role

I worked closely with Zoho's analyst relations and PR teams, taking responsibility for preparing briefing materials, developing product narratives, and ensuring key differentiators were clearly articulated during analyst interactions.

What I did

• Prepared detailed briefing materials for leading recruitment technology analysts covering product capabilities, roadmap, and market positioning

• Developed product narratives that translated technical features into market-relevant differentiators

• Ensured consistent communication across analyst interactions, PR placements, and industry forums

• Collaborated with PR teams to secure placement in key industry discussions and media platforms

• Built educational content and product stories that reinforced analyst positioning externally with buyers and prospects

The results

• Featured in the Staffing Industry Analysts report as a recognised ATS vendor for three consecutive years

• Improved product credibility among recruitment organisations, industry stakeholders, and enterprise buyers

• Zoho's recruitment product began appearing consistently in conversations across recruitment communities and industry platforms

What it proved

Analyst credibility is not given to products that deserve it. It is built through consistent, well-prepared communication of what the product does, where it is going, and why it matters. Getting into that conversation is a marketing job as much as a product job.