Communities

AMA's

Job Board

Polomi Batra

Director of Product Marketing, Zendesk

Subscribers

Content

How do you make room for new ideas in your launch campaigns vs following a tried-and-true playbook?

Polomi Batra

Zendesk Director of Product Marketing • November 15

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 lau......Read More

683 Views

What type of goals do you define for product launches?

Polomi Batra

Zendesk Director of Product Marketing • November 15

Typically, I think about goals throughout the funnel for a big product launch, for example: * At the Awareness level you might want to track goals around: 1. # of media outlets covering the announcement 2. # of impressions (aggregating email, blog view, etc.) 3. # of social impressions *......Read More

566 Views

How do you measure the success of product messaging on and after product launches and iterate on it?

Polomi Batra

Zendesk Director of Product Marketing • November 15

First, I think it’s completely acceptable to not have the perfect messaging ready in time for your launch. It’s ok, and actually, very advisable to keep iterating on your product launch messaging. In order to help you measure the success of product messaging on and after product launches, here......Read More

532 Views

When you go from a single product company to a multi-product company, how do you successfully launch a cohesive narrative?

Polomi Batra

Zendesk Director of Product Marketing • November 16

Great question. At some point in your career you will likely encounter this as your company grows its portfolio of products. Couple of tips that might help in this case that have helped me in the past: 1. Use a consistent messaging template across the different products in your company’s po......Read More

528 Views

What is is the single most indispensable tool in regards to product launches? Why?

Polomi Batra

Zendesk Director of Product Marketing • November 15

For me this has always been what we call the Messaging Source Doc (MSD) at Zendesk, but it can also be called other things depending on where you work. The MSD is the foundation upon which a product launch is built - it holds information about what the product does and how it works, its value pro......Read More

518 Views

How do you think of product launches for Software? Are new features considered product launches? How do you thinking of the various tiers of Product launches associated with Software (i.e. product, feature, function. update, bug patch)

Polomi Batra

Zendesk Director of Product Marketing • November 15

At Zendesk we use a launch tiering system to determine the level of effort and support we put behind a new product launch. * A Tier 1 product launch typically is for a brand new offering, add-on or a major product enhancement that has a substantial revenue, customer or strategic impact *......Read More

504 Views

What are the core elements of every good feature launch?

Polomi Batra

Zendesk Director of Product Marketing • November 15

When I think of a successful feature launch, I think of a couple of aspects: 1. Business value: Were customers asking for something like this? What problem does it solve for them? Are customers adopting the feature - why or why not? 2. Clear positioning: Is the feature being positioned in ......Read More

498 Views

Have you built a beta program? What's the best way to get customer feedback -- in-product questions, surveys, live conversations, or other?

Polomi Batra

Zendesk Director of Product Marketing • November 16

Generally at Zendesk, we like to do a mix for beta programs. Depending on the size and goal of the beta program, we’ve conducted a mix of surveys through the product + had some live conversations with a select number of customers (or you could even do a focus group by interviewing 2-3 different c......Read More

488 Views

Can you share the key differences between a B2C product launch vs a B2B product launch? It would also be helpful to get tips on executing the two launches

Polomi Batra

Zendesk Director of Product Marketing • November 15

In my career as a product marketer, I have been always marketed B2B products, but I can outline a few differences that I think exist between a B2C product launch vs. a B2B product launch: * The audience: One is targeting consumers (and there can be millions of them!) and the other is targeti......Read More

441 Views

What are the different teams that come together for product launches at your company? as a % significance through the launches, how important is sales/field enablement?

Polomi Batra

Zendesk Director of Product Marketing • November 15

Oh, it takes a village to go to market with a new product launch! At Zendesk, there are many teams invovled in product launches with Product Marketing quarterbacking the entire effort. Here's a breakdown of the teams PMM works with at Zendesk for product launches: 1. Product: Product Managers,......Read More

356 Views

Credentials & Highlights

Director of Product Marketing at Zendesk