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JJ Xia

Senior Director of Customer Strategy, Previous Head of Product Marketing,
JJ Xia
Senior Director of Customer Strategy, Previous Head of Product Marketing, Zuora
Product LaunchesFollow JJ
After an initial product launch, how do you think about the subsequent, smaller launches/updates? How does the strategy/channels/process change? How do you identify where smaller launches can be bundled into a bigger story?
Senior Director of Customer Strategy, Previous Head of Product Marketing at Zuora
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 for that product line. We usually use every subsequent launch to highlight a different customer story, do another customer vide...more
Product MarketingProduct LaunchesFollow JJ
How do you roll out pricing and packaging for a new product launch?
Senior Director of Customer Strategy, Previous Head of Product Marketing at Zuora
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: * Product Readiness * Cross-functional Readiness * Internal Enablement * External Promotion There are two parts that to...more
Product LaunchesFollow JJ
How do you get creative in your product launch, and not feel too templatized?
Senior Director of Customer Strategy, Previous Head of Product Marketing at Zuora
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 is different. The story should dictate what’s included as part of the scope, not a template. Take these two launches for exam...more
Product LaunchesFollow JJ
How do you follow the "Big Bang" of a product launch to drive/nurture sustained growth?
Senior Director of Customer Strategy, Previous Head of Product Marketing at Zuora
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 additional education to get a buyer to commit resources to the sales cycle and effort to adopt a new software. That being said...more
Product LaunchesFollow JJ
What are some unique external (customer facing) activities you include for promoting a new product?
Senior Director of Customer Strategy, Previous Head of Product Marketing at Zuora
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 generate revenue? * Customer Adoption: Will it retain customers? Based on that, launch deliverables naturally fall into...more
Marketing OperationsProduct MarketingProduct LaunchesFollow JJ
What is the best partnership/process you have seen 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.
Senior Director of Customer Strategy, Previous Head of Product Marketing at Zuora
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 every bit as part of the Marketing team too. For any launch, I think of Product Marketers as the quarterback for the rest of t...more
Product LaunchesFollow JJ
How do you think about the scope or deliverables for various launches? Do you have a tiering system? What factors do you consider?
Senior Director of Customer Strategy, Previous Head of Product Marketing at Zuora
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 multiple product lines, we standardize on 2 seasonal product launches per year – Summer and Winter. Our engineering team is co...more
Market ResearchFollow JJ
I am currently interviewing competitive intelligence firms to conduct some win/loss analysis. Anyone here have an experience to share?
Senior Director of Customer Strategy, Previous Head of Product Marketing at Zuora

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/patterns that emerge from the customer interviews.