Communities
Sign Up / Sign In
Polomi Batra
Director of Product Marketing, Zendesk
Content
Polomi Batra
Zendesk Director of Product Marketing • October 27
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 ......Read More
1719 Views
Polomi Batra
Zendesk Director of Product Marketing • October 27
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:......Read More
1670 Views
Polomi Batra
Zendesk Director of Product Marketing • October 27
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 fr......Read More
1653 Views
Polomi Batra
Zendesk Director of Product Marketing • October 27
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:......Read More
1362 Views
Polomi Batra
Zendesk Director of Product Marketing • October 27
This is a good question and a very hard problem to solve in a saturated SaaS/Tech industry. Here are a couple of principles I typically try to follow when solving for this problem: * Develop a unique value proposition: Identify what makes your product different from the competition. It coul......Read More
1334 Views
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
849 Views
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
743 Views
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
680 Views
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
676 Views
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
642 Views
Credentials & Highlights
Director of Product Marketing at Zendesk
Lives In San Francisco, California, United States
Knows About Release Marketing, Messaging, Product Marketing 30/60/90 Day Plan, Platform and Solut......more