Polomi Batra

Ah, if you're going through this right now, I feel you. This one is tough and it's because messaging can be so subjective sometimes. If you can, try to take the conversation back to two things: 1. Data-driven insights: Emphasize the importance of data-driven decision-making. Use concrete data from A/B testing, customer feedback, and performance metrics as much as you can to showcase how the two options are performing. 2. Customer-centric focus: Highlight the significance of aligning messaging wi ...Read More

In the initial weeks as a Product Marketing Manager, your focus should be on deeply immersing yourself in the product and GTM strategy to learn, absorb and build a strong foundational understanding of what you are tasked to market. This can involve key activities like: Engage with the product: Gaining a comprehensive understanding of the product you'll be marketing is crucial. This can be achieved by exploring an internal demo environment, setting up a trial account, collaborating with a technic ...Read More

This can really depend on what the product is, how large and complex it is, how well defined the challenges and use cases are. In terms of thinking about messaging and positioning of a product from scratch (in an ideal world), you should think about giving yourself time to go through a few steps:  Market research to understand your target audience, their needs, pain points, and preferences. This often involves customer surveys, 1:1 interviews, focus group, competitor analysis, and analyst report ...Read More

Yeah, this is always tough, especially because all the above roles usually have a point of view on this (as they should). Few things to consider:  Set clear goal alignment: Ensure everyone understands and agrees on the overarching objectives of our messaging strategy to create a common foundation for discussions  Customer-centric focus: Prioritize understanding your target audience by developing detailed buyer personas and gathering insights into their needs and preferences so you can be a voice ...Read More

This is a good question and one that is likely debate-able. I don’t think I’ve seen evidence to prove this one way or the other. However, being part of a global software company with a widely international customer base, my observation has been that certain markets like data sheets over others. Typically a data sheet is useful to provide an overview of the product’s features, specifications, and benefits. They help customers make informed decisions by offering detailed and relevant information a ...Read More

When it comes to thinking about how to launch something differently, I look to the main target audience I am trying to cater to and that can create inspiration for new ideas in itself. For example, a couple of years back at Zendesk we launched our WhatsApp integration. One unique part of this launch was the type of channel this was and its target audience. WhatsApp is known to be huge in countries like Brazil and India. Instead of announcing this product at our annual customer event in San Franc ...Read More

Breaking into product marketing as a recent graduate requires a strategic approach: Build a strong foundation: Supplement your degree with certifications in product marketing (Product marketing alliance and Pragmatic Institute are two good spots to start), digital marketing, product management, or data analysis. Gain practical experience: Seek internships, entry-level roles, or work on side projects that require similar skills to product marketing (skills like messaging, positioning, research on ...Read More

Few things to keep in mind now with AI in the picture: Master AI prompting: Know how to craft effective prompts to get the best outputs from AI tools for messaging, content creation, and brainstorming. Build and customize AI assistants: Set up custom GPTs or AI models tailored to review and improve your messaging, copy writing, and campaign materials. Leverage AI for competitive analysis: Use custom GPTs to gather, synthesize, and summarize competitor insights quickly and accurately. This is goi ...Read More

I think transitioning from consulting to product marketing is a natural move, as many of the skills you’ve developed in consulting are highly relevant to product marketing. Here’s how you can make that transition and demonstrate your transferable skills: 1. Leverage analytical and strategic skills Showcase problem-solving: Highlight your ability to analyze complex problems and develop strategic solutions. Product marketing often involves understanding market challenges and crafting strategies to ...Read More

Measuring the success of your product messaging is crucial to understanding how well it resonates with your audience and drives your business goals. Here are a few different ways to measure how successful your messaging is on the different channels it’s shared on at a micro-level and macro-level:  More pin-pointed ways to measure success of messaging and how it’s resonating on certain channels like email, and in-product messages, websites and social media:  Click-through rate (CTR): How many peo ...Read More