👋 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
Content
When you're selling to multiple audiences, the only way to keep your stories sharp is to anchor each one to a specific hero persona. You might have one corporate narrativ...
7572 Views
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...
5533 Views
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: ...
4459 Views
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...
3626 Views
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 ...
3176 Views
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...
2687 Views
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...
2336 Views
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 ...
2302 Views
We used Clozd, and so far they are fantastic. Every interview transcript is immediately available, and they offer a dashboard for us to start visualizing the trends/patte...
1763 Views
There's two place I usually go to for inspiration:The customer baseGreat storytelling examples far away from SaaS marketingYour customers are going to have very specific ...
958 Views
Credentials & Highlights
Head of Product Marketing at Arcade
Formerly Zuora
Studied at UCSD
Lives In Oakland, CA
Knows About Product Launches, Building a Product Marketing Team, Category Creation, Customer Mark...more