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Contributors

Writers

Susan Joseph

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Susan is an independent digital communications and user experience strategist. She helps companies discover their brand voice and grow their business.

Shubharthi Ghosh

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Shubharthi is currently part of the strategic marketing team at Regalix. His expertise mainly lies in the account-based marketing and programmatic advertising space.

Priscilla Thomas

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Priscilla is a content writer who has worked for Infosys Technologies and other technology startups in India and abroad.

Moulishree Srivastava

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Moulishree is a freelance journalist with over 7 years of experience, she writes research-based analytical stories on technology and business.

Avanish Tiwary

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Avanish is a Bangalore-based journalist who writes on business with a specific focus on technology companies.

Priyanka Bhatacharya

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Priyanka has covered every aspect of the IT industry as a tech journalist since its early days. She is now an independent writer, working on subjects like digital marketing, enterprise technology and high-performance computing, among others. 

S.Sahu

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A freelance content writer, S. Sahu was the former editor of TCS's house magazine at Tata Consultancy Services. He developed tech marketing collateral for the company and helped compile and edit books and journal articles on TCS's technology innovations. He also ghostwrites print and online publications. 

Prajwala Hegde

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Prajwala is a Bangalore-based freelance journalist who writes on social issues, stories of human interest, and art and culture, among others. 

Rajesh Nanarpuzha

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Rajesh Nanarpuzha is an Assistant Professor of Marketing at IIM Udaipur. Previously, he has worked as a brand manager in Dabur, and as a business consultant in the retail and consumer goods domains at Cognizant and Tata Consultancy Services. Rajesh has an MBA from IIM Indore and a doctorate in marketing from IIM Ahmedabad.

Designer

Priyokumar Singh Naorem

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He is a passionate UI & UX designer who thrives on creating engaging creative solutions.

Artists

Dyuti Mittal

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A freelance illustrator, artist, graphic novelist and designer. She has designed and illustrated several book covers. Her personal illustrations so far have attempted to seize the fleeting absurdity and mood of places, things and people she encounters in a childlike, intuitive and expressive manner with closure, beauty and innocence – the things that she desires.

Sumakshi Singh

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She is an artist and an educator who has taught and lectured at The School of the Art Institute of Chicago, Oxford University, the Victoria and Albert Museum among other institutions. Her installations, paintings, thread work and sculptures have been exhibited in Saatchi Gallery - London, C24 Gallery - New York, and Museum of Contemporary Art – Lyon, among other notable galleries and museums from around the world.

Parul Gupta

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A commerce graduate from Delhi University, Parul pursued a masters in fine arts from Nottingham Trent University in the UK. As an artist, she is interested in line as a subject which has led her to follow architectural lines in built environments. She says she is also interested in how we perceive the environment that we inhabit and what happens when a subtle shift is made in things which we have been used to seeing in a certain way. We present six of her artworks here.

Shweta Malhotra

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Shweta Malhotra is a graphic artist and designer from Mumbai, based in New Delhi.
After working with ad agencies and design studios for close to 8 years, she branched out on her own and currently works independently.s Her overall design aesthetic is minimal, bold and graphic, a response to the maximalist visual language prevalent in India.

Rithika Merchant

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Rithika Merchant (b.1986) received her Bachelor’s Degree in Fine Arts from Parsons the New School for Design, New York in 2008. She has exhibited extensively since her graduation. Recent exhibitions include a duo show “Reliquaries: The Remembered Self” at TARQ, Mumbai; “Language of the Birds: Occult and Art” at 80WSE Gallery, New York; and group shows at Summerhall, Edinburgh and Artry Gallery, Kochi. Her work has been included in multiple group shows at Stephen Romano Gallery and The Morbid Anatomy Museum, New York. Born in Mumbai, she now divides her time between Mumbai and Barcelona.

Aniruddh Mehta

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Aniruddh Mehta is an artist based out of Mumbai, India. Trained in graphic design from the London College of Communications, Aniruddh is a self-taught illustrator and currently works as an independent freelance designer. He believes in finding the right balance between art and graphic design. He has worked closely in collaboration with Bhavishyavani Future Soundz, Qilla Records, Taxi Fabric, Adidas, Dell and United Colours of Benetton. He also goes by the moniker, ‘thebigfatminimalist’ and his style ranges from bold minimal forms to more intricate pieces exploring patterns and geometry.

Paramesh Jolad

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Paramesh is an artist who enjoys working in both the realistic and abstract style of painting. He loves working with water color. Featured in this issue are a set of water color works that he has created exclusively for us on the subject of digital transformation.

Chandrashekhar Thakur

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Based in Mumbai, Chandrashekhar Thakur is a Senior Art Director and Illustrator at Truebil.com and the Founder of HAPPiNESS For You. He loves working with new styles of art and considers illustration to be his forte. Chandrashekhar has completed his BFA from DY Patil College of Applied Art.

Concept and Direction

Nimish Vohra

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Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.

Enquiry

+91 9560509289

aishani.majumdar@regalix-inc.com

Know when a new article is published

Lindsay Bayuk is the VP, Product Marketing at Pluralsight. She is passionate about technology, marketing, entrepreneurship, and is an avid connector. She resides in Salt Lake City and in her free time (likely with iPhone in hand), you can find her taking in cultural and culinary delights.

 

Interviewed by Shwetha Mahesh

 


 

/ / How has the product marketing function evolved in your company over the past few years?

Our team started from scratch a little over two years ago. We were lucky enough to start with a blank slate and full support from our CMO. We’ve grown from one person to 12 people. At Pluralsight, our product marketing function includes four pillars – market intelligence, positioning and messaging, product launch and sales assets. Our global product marketing team executes on all four pillars across all personas, geographies, segments and products/features. In addition, I recently introduced analyst relations and customer advocacy to our team so we can more closely work with industry analysts on shaping the tech skills development space as well as telling the stories of our customers.

 

/ / How many product launches do you conduct in a year? What are the challenges that you face while designing a product marketing plan?

 

We have a four-tier launch framework. We’ll execute one or two Tier 1 launches, a few Tier 2 launches, and many Tier 3 and Tier 4 launches in any given year. We are very fortunate to have a product team that uses Directed Discovery and has fully embraced continuous integration and delivery. They are improving experiences and shipping to production continuously. And while this is great, it can also make it difficult for sales and marketing to understand all the changes and effectively communicate them to our customers at the pace they are delivered. To bring a clear, value-driven message to our customers and the market, we find the stories in the features, bundle similar stories together and create cohesive go-to-market strategies.

 

/ / What tools and technologies do you use to run a successful product marketing campaign?

 

Our marketing teams are highly integrated and collaborative, so there isn’t a type of campaign specific to product marketing. All of our campaigns use tools across the mar-tech landscape – from design tools that visually bring our brand to life to analytics platforms for measuring impact.

 

/ / What are the different metrics you track for evaluation of your product marketing program performance?

 

Our marketing team is accountable for our B2B business pipeline. So our primary metric is pipeline attribution. We also look at pipeline influence, velocity, deal size, close rates, initial feature usage and usage of collateral by the sales team.

 

/ / Which digital content assets have you found to be most effective in your product marketing program?

 

Any time we can build assets for the sales team that they can customize without losing any brand integrity or formatting, it’s a win! We use Seismic as our sales enablement tool, which makes it really easy to distribute documents and slides that can be customized.

 

/ / Which online channels have you found to be most effective in meeting your product marketing goals? Which are your top three social media platforms for a product launch?

 

Our own platform is our best performing channel. We have a product that our users love and recommend to their friends. Other vehicles we use to get our message into the market include our sales and digital marketing teams.

 

/ / Can you give an example of the most exciting product marketing campaign run by your company?

 

In the last two years, we have launched and announced two major freemium products, Role IQ and Skill IQ, that feed the marketing funnel in a substantial way. These products, which include a social-sharing component, have also contributed to brand awareness. Since the launch of Skill IQ, more than 1.6 million technology skills have been benchmarked worldwide.

 

/ / What are the three product marketing tips you would want to share with our readers?

 

  • Product marketing is data-informed storytelling. It’s a craft, not a job. And it requires creating clarity from ambiguity. My advice is to talk to as many product marketers as possible. Even then, the only way to learn product marketing is to do it.
  • Product marketing is #12 on Linkedin’s list of “The most promising jobs of 2019.” If you’ve considered joining the field, now is the time! And if you’re a CMO or VP of Marketing and you don’t have a product marketing team, you’re doing it wrong. Product marketing is essential to building a data-informed, focused and persona-based go-to-market strategy.
  • Product marketing has been and will continue to evolve dramatically as the processes and tools to build products and deliver messages to market change rapidly. The old world of product marketing (writing market requirement docs and building one-sheets) is dying. The new era of product marketing is focused on market and customer research, and has a fluid organizational structure that can quickly respond to market and company demands.

 

/ / What are the trends/technologies that you think will drive product marketing in the future? How should businesses gear up for this?

 

Customer obsession and, for technology businesses, continuous delivery are the two mega-trends impacting product marketing today. Product marketing is the “tip of the spear” for a go-to-market strategy. So as businesses continue to move faster, product marketing needs to maintain the lead out front.