JJ Xia

JJ Xia

Vice President Product Marketing, Zuora

Content

JJ Xia
JJ Xia
Zuora Vice President Product MarketingOctober 2
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......Read More
4312 Views
JJ Xia
JJ Xia
Zuora Vice President Product MarketingOctober 2
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......Read More
2785 Views
JJ Xia
JJ Xia
Zuora Vice President Product MarketingOctober 2
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......Read More
2480 Views
JJ Xia
JJ Xia
Zuora Vice President Product MarketingOctober 2
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......Read More
2464 Views
JJ Xia
JJ Xia
Zuora Vice President Product MarketingOctober 2
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......Read More
2051 Views
JJ Xia
JJ Xia
Zuora Vice President Product MarketingOctober 2
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......Read More
1704 Views
JJ Xia
JJ Xia
Zuora Vice President Product MarketingOctober 2
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......Read More
1641 Views
JJ Xia
JJ Xia
Zuora Vice President Product MarketingDecember 19

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. 

1180 Views
Credentials & Highlights
Vice President Product Marketing at Zuora
Formerly Deloitte
Product Marketing AMA Contributor
Studied at UCSD
Lives In Piedmont, CA
Knows About Building a Product Marketing Team, Category Creation, Enterprise Product Marketing, G......more