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Zendesk Director of Product Marketing
AMA: Zendesk Director of Product Marketing, Polomi Batraon Messaging
October 26 @ 11:00AM PST
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Zendesk Director of Product Marketing, Polomi Batra on Messaging
In your opinion, how much time and effort does messaging & positioning for a product take?
Assume you're starting from scratch, as a new hire or launching a new product
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:......Read More
How to test messaging properly and convince leaders to change messaging that is not resonating?
Sometimes leaders fall in love with a phrase they've heard and it's hard to get them to use the agreed upon messaging. What proof points can you share that messaging resonates or not?
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 fr......Read More
How would you tackle the issue when there are conflicting opinions on which key features to highlight in messaging?
For an upcoming product release Product Management/Product Marketing/GTM partners all have differing ideas on which features are the most important.
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 ......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:......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 coul......Read More
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