Effective Marketing for Property Licensing Success | Harshita Gupta from Kamma

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us out on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Harshita from Kamma, Demand Generation Manager with them. How are you doing today, Harshita?

Harshita Gupta: I’m doing great, thanks. I’m excited to talk to you and have this conversation about trends, what’s happening in the market, and of course, about Kamma.

Ernesto: It’s great to have you on today’s show with us. Let’s kick it off so our listeners can get a little bit more about Kamma. In your own words, Harshita, can you tell us?

Harshita: Yeah, sure. To kick off and allow our listeners to learn more about what Kamma does, Kamma is the leading UK project solving property’s toughest and most complex challenges. We offer two solutions: one in the field of licensing in the UK property landscape, which is complex and a common headache for letting agents, and another to help market lenders and banks achieve their net zero targets. Particularly talking about the solution I head marketing for at Kamma, licensing, we build products that make compliance an absolute breeze and easy. I’d love to talk more about the problem we’re solving and how we solve it as we go further.

Ernesto: Okay, perfect. Awesome. So our listeners can get a good understanding of Kamma, what is the key problem you guys solve for clients?

Harshita: We hear our clients say that Kamma is a 24/7 compliance guardian. It takes care of the portfolio so they don’t have to worry about the complex regulations and laws that keep coming in the UK every single day. They can get fined if they are non-compliant. Essentially, Kamma is a tool that solves compliance for letting agents. Our clients love us; we have about 100+ letting agents working with us. If I talk about the benefits, Kamma automates compliance, delivers deal-winning reports so they have the insights they need to win more business, and provides a hazard pre-licensing application solution, which is a lot of hassle to manage. Kamma solves that as well.

Ernesto: Perfect. Awesome. Great to hear that. Is there a certain vertical you target? Is there an ideal ICP for you guys?

Harshita: Yeah, like I said, Kamma is building two solutions. For licensing, we have a very clear ICP, which is letting agents. We talk to letting agents every single day, and they are our target. While there are other personas we target, including conveyancers, landlords, and receivers, our primary ICP is letting agents.

Ernesto: Perfect. How would someone usually find out about Kamma? Is there a top client acquisition channel for you guys?

Harshita: That’s an interesting bit and also a challenge. When I joined Kamma about nine months ago, licensing was a mature product for Kamma. The key challenge was which channels to target to get people because the problem exists, but there aren’t many tech players solving it. So, where do we find people? The three channels we use to acquire more clients are the organic channel (website), people look for products like Kamma on Google and Bing, so we are always there on the top. The other channel is advertisements on LinkedIn because we target big letting agents as well as SMEs, and LinkedIn is where we find them promoting their business. Lastly, there are associations where they are part of communities, and we market and partner with them. So, to summarize, it’s organic, advertisements, website content, and partner channels.

Ernesto: Awesome. For our listeners who are tuned in, you can check them out at kammadata.com. What role does the website play for client acquisition, Harshita?

Harshita: A very important role. Actually, not just for acquisition, but also for solving our current client needs and as an upselling opportunity. We’ve built our website to support our existing customers with an academy that answers all their questions so our customer success team doesn’t have to call back every single client. For acquisition, our solutions and products are listed there, making it much easier to acquire clients. This channel works wonders for us and is one of our top-performing channels. So, the website is definitely a priority for us when it comes to marketing.

Ernesto: On that note, Harshita, are there any tools or tips you would recommend to our listeners for website lead generation?

Harshita: Yes, I would prioritize two. I really like how forms can do wonders for any SaaS website. When I say forms, it could be a chat widget because that’s an interactive form. The chatbot form should be as interactive as it can be, and one should experiment and do A/B testing on different pages to see what messaging works. Exit intent forms are another crucial conversion tactic I’ve used, and they help with visitors who are about to leave the website. Additionally, experimenting with landing pages and tools like Hello Bar or updating CTAs can give better conversions. That’s what we do at Kamma, and it works.

Ernesto: Definitely important. Great to hear that. Let’s switch gears a little, Harshita, and talk about you as a leader. What are some key tasks you focus on in your day-to-day work?

Harshita: My day-to-day is all about scaling up what has worked and experimenting with what we haven’t done yet. It involves strategy, planning to grow the pipeline, and demand planning with my team, whether it’s on the website, LinkedIn, or ads we want to run. Being the demand gen head, cross-functional roles are crucial, so I have day-to-day interactions with our field to ensure everyone is on the same page and monitoring the numbers. It’s about juggling many hats, but all the important ones to ensure business growth. An aspect that gets missed often is having a grip on the numbers and budget. That’s an important role of mine.

Ernesto: Great. It sounds like you have everything under control. Let’s jump into our next section, which is our rapid-fire question round. Harshita, are you ready for them?

Harshita: Ready!

Ernesto: Awesome. First off, what is the last book that you read?

Harshita: Can I answer with the current book I’m reading? It’s “Think Again,” a very interesting book. One key concept is the rethinking cycle, which starts with curiosity, discovery, humility, and then doubting what you already know. This cycle prevents too much conviction and overconfidence. As a marketer, it’s important to rethink what I have done, experiment, and challenge my own concepts.

Ernesto: That’s interesting. If there were no boundaries in technology, what would be one thing you want to fix for your role as a marketer today?

Harshita: I wish there was a perfect data integration platform that integrates everything, so I don’t have to juggle between customer data, campaigns, analytics, and insights from each channel and tool.

Ernesto: That sounds interesting. If there is one repetitive task you could automate, what would that be?

Harshita: Qualifying leads and scoring. It’s a manual effort but very important. I wish we could automate this.

Ernesto: Definitely helpful for both marketing and sales teams. Lastly, what is one piece of advice you would give yourself if you were to restart your journey as a marketer today?

Harshita: Embrace the chaos. Chaos exists in scale-ups and enterprises. Keep learning, never stop experimenting, and remember that marketing is like a marathon, not a sprint. Keep going and stay caffeinated.

Ernesto: Awesome advice. Thank you so much for sharing, Harshita. Before we end, if someone forgets everything about the interview today, what is one thing they should remember about Kamma?

Harshita: Property licensing. Solved. Kamma is one solution that solves any property licensing headaches.

Ernesto: Great to hear that. Thank you so much for being on with us today, Harshita. To our listeners, thank you for tuning in. I’m looking forward to our next episode on Pathmonk Presents.

Harshita: Thanks. Pleasure to be here. Thanks for having me. Have a good day.