SaaS PR Done Right: How Asian Startups are Mastering Public Relations for Growth
In the fast-paced world of software-as-a-service (SaaS), public relations plays a pivotal role in shaping perceptions, driving customer acquisition, and establishing trust in a market saturated with innovation. In Asia, where the digital landscape is evolving at a rapid pace, SaaS startupsare using public relations in clever ways to differentiate themselves, gain media attention, and connect with their target audiences. However, standing out in a crowded market requires more than just securing media coverage — it requires a strategic SAAS PR approach that is authentic, targeted, and tailored to local nuances.
This op-ed will explore how several standout SaaS companies in Asia have leveraged PR effectively to build credibility, secure investment, and drive expansion. Specifically, we will focus on Freshworks, Zoho, and Trello, three companies that have successfully navigated the complex PR landscape to establish themselves as global leaders in the SaaS space.
I. Freshworks: A Story of Local Innovation, Global Success
Freshworks, a customer engagement platform based in Chennai, India, is a prime example of how effective PR can help an Asian SaaS company scale globally. Founded in 2010, Freshworks started as a small startup with a singular vision: to create a customer support platform that could deliver high-quality service with a simple, intuitive interface. Over the years, Freshworks grew to become a leader in the SaaS space, offering products for customer support, sales automation, and marketing automation.
The company’s PR success is rooted in a combination of strong local media relationships, consistent thought leadership, and an unwavering focus on customer stories. Freshworks has effectively used PR to establish itself as a trusted brand in the SaaS space, leveraging its Indian roots to emphasize innovation and agility.
Key Strategies:
- Local and Global PR Integration
Freshworks began with a strong emphasis on local PR. In India, the company made a concerted effort to engage with the technology and business media, building relationships with journalists who could write about the emerging SaaS sector in the country. This local push helped Freshworks build credibility and visibility within the Indian market, which is notoriously difficult for tech startups to penetrate.
However, Freshworks didn’t limit itself to local coverage. The company targeted global PR as well, with a particular focus on U.S.-based tech outlets. This was essential for Freshworks to gain traction in the competitive U.S. market, especially when it was trying to challenge established players like Zendesk and Salesforce. By consistently securing press coverage in leading technology publications such as TechCrunch, VentureBeat, and Forbes, Freshworks was able to establish a strong brand presence both locally and internationally.
- Effective Use of Thought Leadership
Thought leadership is another cornerstone of Freshworks’ PR strategy. The company’s founder, Girish Mathrubootham, has become a highly visible figure in the global tech ecosystem, frequently contributing to articles on topics such as entrepreneurship, SaaSgrowth, and technology trends. His articles in publications like Inc., Business Insider, and Entrepreneur have not only positioned Freshworks as an industry leader but also helped elevate the brand’s overall image.
In addition, Freshworks has been proactive in industry event participation, speaking at major tech conferences such as SaaStr Annual and Web Summit. This strategy has solidified the company’s reputation and allowed them to showcase their expertise to a global audience.
- Highlighting Customer Stories
Another crucial element of Freshworks’ PR strategy is their focus on customer stories. The company uses case studies and testimonials to showcase how businesses of all sizes — from small startups to large enterprises — use Freshworks’ software to drive success. By weaving these stories into press releases and media pitches, Freshworks has been able to present its product as an essential tool for companies looking to improve their customer experience.
For example, Freshworks highlighted how The Home Depot, one of the world’s largest home improvement retailers, used Freshworks to improve its customer support system. By emphasizing real-world customer success stories, Freshworks has been able to demonstrate the tangible benefits of its software, which has resonated with both media and potential customers.
II. Zoho: Building Trust Through Consistency and Local Relevance
Another SaaS company that has mastered the art of PR in Asia is Zoho, a comprehensive suite of business applications based in India. With more than 70 million users across the globe, Zoho has successfully expanded its reach through a well-crafted PR strategy that emphasizes local relevance, consistent messaging, and strategic media outreach.
Zoho’s journey to global prominence has been marked by a steadfast focus on product differentiation, community engagement, and local PR that connects with regional audiences.
Key Strategies:
- Emphasizing Product Uniqueness
Zoho’s PR strategy revolves around differentiating itself from competitors, particularly its more well-known U.S.-based counterparts, such as Salesforce and Microsoft. One way Zoho has done this is by positioning itself as a truly integrated platform, offering a full suite of applications that include everything from CRM and marketing automation to HR management and finance software.
Zoho has consistently highlighted the breadth and versatility of its platform through press releases, media outreach, and blog content. This consistent focus on product superiority has helped the company carve out a niche for itself in the crowded SaaS space.
- PR Focused on Local Success
While Zoho has expanded globally, the company has remained deeply committed to its roots in India. Zoho’s PR efforts in India have focused heavily on its role as a local innovator, using media outreach to emphasize its success as a homegrown tech company that has achieved international recognition. Zoho has also used its PR channels to support the Indian startup ecosystem, positioning itself as an advocate for innovation and entrepreneurship in the region.
In 2024, Zoho launched a high-profile campaign to highlight its efforts in creating affordable digital tools for small and medium-sized businesses in India. This campaign received widespread media attention, further establishing Zoho as a brand that understands the needs of local businesses while offering global solutions.
- Community Engagement and Content Marketing
Zoho has also excelled in content marketing and community engagement, leveraging its platform to provide valuable resources to both customers and journalists. The company regularly produces insightful blog posts, white papers, and customer interviews that not only highlight the product but also offer thought-provoking content on the broader tech landscape.
Zoho’s PR team also fosters relationships with influential bloggers and industry analysts, allowing the company to gain credibility among both customers and the press. These PR efforts are complemented by Zoho’s participation in regional and international conferences, where the brand is often featured as an expert in cloud-based business solutions.
- Strategic Global Expansion
While Zoho’s PR strategy is heavily localized, the company has also made a concerted effort to expand its global footprint through targeted media outreach in key international markets. For example, Zoho has worked with U.S.-based tech publications to emphasize its value proposition to companies looking for more cost-effective alternatives to traditional SaaS providers. This strategy has helped Zoho compete with established players like Salesforce, particularly in the SMB segment.
III. Trello: Using PR to Build an International Brand from Asia
Trello, now owned by Atlassian, is another excellent example of a SaaS company that has leveraged PR effectively in Asia. Founded in 2011 in the U.S., Trello expanded its reach to Asia by utilizing an agile PR strategy that balanced local market understanding with global brand-building efforts.
Key Strategies:
- Localized Content for Regional Audiences
Trello’s success in Asia can be attributed to its ability to localize content to suit the needs and preferences of regional users. Through localized PR campaigns, Trello has effectively resonated with users in countries like Japan, India, and Singapore by emphasizing howTrello can address regional business needs, from project management to team collaboration. - Collaboration with Local Influencers
Trello has strategically partnered with local influencers in Asia to expand its reach. By tapping into the Asian startup ecosystem and collaborating with local entrepreneurs, Trello was able to increase brand awareness among tech-savvy audiences. These partnerships helped position Trello as an essential tool for agile project management, especially in fast-growing markets like India and Indonesia. - Global Brand Building with Consistent Messaging
While Trello focused on local relevance in Asia, the company also ensured its global messaging remained consistent. By positioning Trello as a flexible, user-friendly tool for organizing anything from simple to complex projects, the company created a unified global image that allowed it to scale internationally without losing its core identity.
IV. Conclusion: The Future of SaaS PR in Asia
The success of Freshworks, Zoho, and Trello in the Asian market is proof that with the right PRstrategy, SaaS companies can carve out their space in a competitive landscape. By balancing local relevance with global aspirations, product differentiation, and community engagement, these brands have established themselves as leaders in the SaaS sector.
As the SaaS industry continues to evolve, so too will the strategies for building brand awareness, cultivating media relationships, and engaging customers. However, the lessons learned from these companies will remain valuable — SAAS PR in Asia will continue to be about authenticity, targeted communication, and an understanding of both local market nuances and global trends. For SaaS companies looking to succeed in Asia, the key lies in crafting a PR strategy that is as dynamic and adaptable as the technology they are promoting.
