AMA: Zuora VP Product Marketing, JJ Xia on Product Launches
October 1 @ 10:00AM PT
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👋 JJ Xia
Just wrapped up 10+ years in product marketing at Zuora, from 200 employees to IPO and beyond.
Leading Product Marketing at Arcade, an AI platform that empowers GTM teams to be better storytellers.
👋 Based in: Oakland, CA
💬 Ask me about: Product launches, PMM org design, creating great demos, storytelling
🎥 Favorite movie: The Before Trilogy
Leading Product Marketing at Arcade, an AI platform that empowers GTM teams to be better storytellers.
👋 Based in: Oakland, CA
💬 Ask me about: Product launches, PMM org design, creating great demos, storytelling
🎥 Favorite movie: The Before Trilogy
What is the best partnership process between product marketing and marketing when it comes to a product launch?
We have these as two distinct teams in our organization and we're seeing some confusion when we do product launches. Any documentation or words of wisdom would be helpful.
See answer below on “How do you think about the scope or deliverables for various launches?” Our Product Marketing org rolls into Product on the org chart, but we are ev...
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We roll out new pricing and packaging in conjunction with our seasonal launch cadence. (See context in question below). There are 4 milestones in every seasonal launch: ...
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Good question. For Zuora - which is a B2B enterprise software product - a “Big Bang” product launch usually drives awareness, not necessarily immediate adoption. It takes...
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We break down external launch activities into one of three categories: Market Awareness: Will it generate market buzz and/or leads? Field Enablement: Will it help sales ...
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We haven't gotten big enough as a company to feel templatized, thankfully :) Our approach is – Every product launch should be a bit different because each product story i...
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First, every small subsequent launch is another chance to make noise for that buyer persona. So, it's a great thing that the product team continues to ship more features ...
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How do you think about the scope or deliverables for various launches?
Do you have a tiering system? What factors do you consider?
Over the years, we’ve evolved the launch process at Zuora. When we were a smaller company, we launched products whenever they became generally available. Now that we have...
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