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

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: # of media ou...

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 ...

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 + ha...

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 bra...

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 id...

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 B2...

When I think of a successful feature launch, I think of a couple of aspects: Business value: Were customers asking for something like this? What problem does it solve f...

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 t...

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...

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 fou...