AMA: Zendesk Director of Product Marketing, Polomi Batra on Messaging

Ah, if you're going through this right now, I feel you. This one is tough and it's because messaging can be so subjective sometimes. If you can, try to take the conversation back to two things: 1. Data-driven insights: Emphasize the importance of data-driven decision-making. Use concrete data from A/B testing, customer feedback, and performance metrics as much as you can to showcase how the two options are performing. 2. Customer-centric focus: Highlight the significance of aligning messaging wi ...Read More

This can really depend on what the product is, how large and complex it is, how well defined the challenges and use cases are. In terms of thinking about messaging and positioning of a product from scratch (in an ideal world), you should think about giving yourself time to go through a few steps:  Market research to understand your target audience, their needs, pain points, and preferences. This often involves customer surveys, 1:1 interviews, focus group, competitor analysis, and analyst report ...Read More

Yeah, this is always tough, especially because all the above roles usually have a point of view on this (as they should). Few things to consider:  Set clear goal alignment: Ensure everyone understands and agrees on the overarching objectives of our messaging strategy to create a common foundation for discussions  Customer-centric focus: Prioritize understanding your target audience by developing detailed buyer personas and gathering insights into their needs and preferences so you can be a voice ...Read More

Measuring the success of your product messaging is crucial to understanding how well it resonates with your audience and drives your business goals. Here are a few different ways to measure how successful your messaging is on the different channels it’s shared on at a micro-level and macro-level:  More pin-pointed ways to measure success of messaging and how it’s resonating on certain channels like email, and in-product messages, websites and social media:  Click-through rate (CTR): How many peo ...Read More

This is a good question and a very hard problem to solve in a saturated SaaS/Tech industry. Here are a couple of principles I typically try to follow when solving for this problem:  Develop a unique value proposition: Identify what makes your product different from the competition. It could be a unique feature, better pricing, superior customer service, or a focus on a specific niche. Your value proposition should be clear and compelling. Tell a compelling story: Craft a compelling product narra ...Read More