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AMA: Zendesk Director of Product Marketing, Polomi Batra on Product Launches
November 15 @ 10:00AM PST
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Zendesk Director of Product Marketing, Polomi Batra on Product Launches
Top Questions
Polomi Batra
Zendesk Director of Product Marketing • November 15
When it comes to thinking about how to launch something differently, I look to the main target audience I am trying to cater to and that can create inspiration for new ideas in itself. For example, a couple of years back at Zendesk we launched our WhatsApp integration. One unique part of this lau......Read More
848 Views
4 requests
Polomi Batra
Zendesk Director of Product Marketing • November 15
Generally at Zendesk, we like to do a mix for beta programs. Depending on the size and goal of the beta program, we’ve conducted a mix of surveys through the product + had some live conversations with a select number of customers (or you could even do a focus group by interviewing 2-3 different c......Read More
678 Views
2 requests
Polomi Batra
Zendesk Director of Product Marketing • November 15
Oh, it takes a village to go to market with a new product launch! At Zendesk, there are many teams invovled in product launches with Product Marketing quarterbacking the entire effort. Here's a breakdown of the teams PMM works with at Zendesk for product launches: 1. Product: Product Managers,......Read More
393 Views
1 request
Polomi Batra
Zendesk Director of Product Marketing • November 15
When I think of a successful feature launch, I think of a couple of aspects: 1. Business value: Were customers asking for something like this? What problem does it solve for them? Are customers adopting the feature - why or why not? 2. Clear positioning: Is the feature being positioned in ......Read More
623 Views
2 requests
Polomi Batra
Zendesk Director of Product Marketing • November 15
For me this has always been what we call the Messaging Source Doc (MSD) at Zendesk, but it can also be called other things depending on where you work. The MSD is the foundation upon which a product launch is built - it holds information about what the product does and how it works, its value pro......Read More
641 Views
3 requests
Polomi Batra
Zendesk Director of Product Marketing • November 15
In my career as a product marketer, I have been always marketed B2B products, but I can outline a few differences that I think exist between a B2C product launch vs. a B2B product launch: * The audience: One is targeting consumers (and there can be millions of them!) and the other is targeti......Read More
538 Views
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Polomi Batra
Zendesk Director of Product Marketing • November 15
At Zendesk we use a launch tiering system to determine the level of effort and support we put behind a new product launch. * A Tier 1 product launch typically is for a brand new offering, add-on or a major product enhancement that has a substantial revenue, customer or strategic impact *......Read More
630 Views
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Polomi Batra
Zendesk Director of Product Marketing • November 15
Great question. At some point in your career you will likely encounter this as your company grows its portfolio of products. Couple of tips that might help in this case that have helped me in the past: 1. Use a consistent messaging template across the different products in your company’s po......Read More
585 Views
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Polomi Batra
Zendesk Director of Product Marketing • November 15
Typically, I think about goals throughout the funnel for a big product launch, for example: * At the Awareness level you might want to track goals around: 1. # of media outlets covering the announcement 2. # of impressions (aggregating email, blog view, etc.) 3. # of social impressions *......Read More
739 Views
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Polomi Batra
Zendesk Director of Product Marketing • November 15
First, I think it’s completely acceptable to not have the perfect messaging ready in time for your launch. It’s ok, and actually, very advisable to keep iterating on your product launch messaging. In order to help you measure the success of product messaging on and after product launches, here......Read More
676 Views
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