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

Our strategy begins with product marketing conducting a thorough competitive analysis to establish a clear point of view on how we differentiate in the market. From there, we collaborate closely with key stakeholders—such as product teams and competitive intelligence (if applicable)—to ensure alignment. If possible, it's also valuable to validate these differentiators with key accounts and sales leaders. By facilitating cross-functional discussions and securing buy-in from leadership, we create ...Read More

The key is to translate the complexity into clear, customer-focused value. You can use this approach: Focus on customer benefits: Highlight how the proprietary technology solves key customer problems more effectively than competitors, without overwhelming them with technical details. Tailor messaging to the audience: For technical audiences, emphasize key innovations, unique features, and performance metrics that demonstrate the algorithm's advanced capabilities. For non-technical stakeholders, ...Read More

Here are a few ways I would think about it -- Customer and stakeholder feedback: Collect feedback from customers, sales teams, and internal stakeholders to understand how well the story resonates. Do customers understand the value proposition? Are sales teams confidently using the messaging to win deals? Sales impact: Track key sales metrics—conversion rates, deal velocity, and win/loss ratios—before and after launching the story. These can indicate how well the story is influencing buyer decisi ...Read More

Here are a few other way you can build trust with audience: Use anonymized case studies: Instead of named logos, describe the customer in terms of their industry, size, or geographic location. For example, “a leading global retailer” or “a fast-growing tech startup” can add credibility while keeping the customer anonymous. Highlight measurable outcomes: Quantitative results, such as increased productivity, reduced costs, or faster time to resolution, build trust by showing real impact. Numbers t ...Read More

Ah yes, this is a tough one! Here are a few tips that could help: Focus on customer outcomes: Instead of just listing features, highlight the unique benefits and outcomes your product delivers. Show how your product improves customer experience, saves time, or solves pain points better than competitors. A focus on outcomes speaks to the impact on your customer’s business. Refine your positioning: Position your product based on a specific niche, industry, or audience need. Narrowing your focus on ...Read More