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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 is currently part of the strategic marketing team at Regalix. His expertise mainly lies in the account-based marketing and programmatic advertising space.
Priscilla is a content writer who has worked for Infosys Technologies and other technology startups in India and abroad.
Moulishree is a freelance journalist with over 7 years of experience, she writes research-based analytical stories on technology and business.
Avanish is a Bangalore-based journalist who writes on business with a specific focus on technology companies.
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.
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 is a Bangalore-based freelance journalist who writes on social issues, stories of human interest, and art and culture, among others.
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.
Priyokumar Singh Naorem
He is a passionate UI & UX designer who thrives on creating engaging creative solutions.
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.
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.
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 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 (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 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 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.
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
Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.
As Director of Content Marketing at Verint, Kelly Koelliker is responsible for the messaging and positioning of Verint Engagement Management, an omnichannel customer service solution designed to help highly complex organizations deliver optimized customer engagement. A part of Verint since 2008, Kelly has held key positions in both sales and marketing in the organization. She has extensive experience in the customer service industry, with specific focus on knowledge management, natural language search and CRM. Kelly holds a Bachelor’s degree in Linguistics and Computer Science from the University of California, Los Angeles.
Interviewed by Aishani Majumdar
/ / How has the product marketing function evolved in your company over the past few years?
At Verint, I transitioned from product marketing to solutions marketing, where the focus was on a combination of products and services, benefits and outcomes. More recently, there’s been another shift to content marketing, where the emphasis is on storytelling. With this effort, the product details move to the background, and the spotlight is on people and how they resolved a business problem. It was a challenge to make this shift at first because it requires a different skillset – a more creative style using everyday language rather than technical writing – but I have grown to like it a lot.
/ / How many product launches do you conduct in a year? What are the challenges that you face while designing a product marketing plan?
Like many companies, we are evolving to a more agile, cloud-friendly, continuous improvement approach to our launch structure. The result is we are launching products and updates more frequently, usually three to four launches a year for each product. With the many products we have, it would be unwieldy to do a marketing launch around each one. Instead, we launch “In-Focus Campaigns,” where we select a story we want to tell for the next six-to-eight weeks, showcasing a topic such as employee engagement, the new General Data Protection Regulation (GDPR) or a recent acquisition. My goal is to fit the new products we want to talk about within the framework of these stories.
/ / What tools and technologies do you use to run a successful product marketing campaign?
The nuts and bolts haven’t changed. Marketing automation software sends out messages and tracks responses to each campaign. We also use search engine optimization (SEO) tools to ensure we use the right words to get the views we want. For consistency, we create a message brief that is the “bible” for every new product and how we are going to tell its story. The brief is the source for all the components of a campaign – emails, blogs, videos, datasheets, etc. We’re also using a cool new tool called SalesTing that tracks how the sales team is distributing content and measures which parts of a campaign are getting the most attention.
/ / What are the different metrics you track for evaluation of product marketing program performance?
We use typical funnel-related metrics. From an internal enablement perspective, we train our sales teams on each campaign and measure how many people attended training and passed a closing assessment. In turn, our salespeople have goals for each campaign – number of contacts and conversations, how many meetings it took to close business on a particular opportunity, etc. We also have external awareness goals – how many people signed up for webinars, how many new leads we got as a result of the content we distributed, etc.
/ / Which digital content assets have you found to be most effective in your product marketing program?
Video, video, video. We are doubling down on video because it is the most important digital asset today. But it’s not just a matter of uploading something to YouTube and crossing your fingers. First, you create your assets and then you must find a way to get the optimal number of views. We have learned how to title, tag and describe a video with the right SEO language to get the most views, and where to target the spend to promote them in key areas. Social media such as LinkedIn and Twitter are also a vital part of our programs to ensure we reach the right audience. By doing this, we’ve seen a huge improvement in our VerintTV hits on YouTube.
/ / 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?
LinkedIn, Twitter and YouTube. We also are using our online community as an effective platform. Our community is still in its early stages, but we historically sell most of our products to existing customers, so the online audience is already prequalified with candidates interested in information about new products and services.
/ / Can you give an example of the most exciting product marketing campaign run by your company?
Our workforce engagement campaign last May was an incredible challenge. It dealt with approximately 15 products. To some, the launch seemed a bit daunting, because it was so broad from a product marketing perspective, but our team wasn’t worried. We didn’t talk about the product. We brought it up to a higher level and told stories about business challenges, mentioning the products along the way. We showed use cases that combined multiple products. We showed how outcomes improved when employees had all the tools they needed. The campaign had many components – video, blogs, articles, eBooks and more. We also were able to weave the story into messaging for our Engage customer event, so there was a live component, which you don’t always have with these campaigns. We also developed a variety of high-level and deep-dive videos to educate our sales team. Because we tracked the success of the campaign, we were able to credit it as a major influencer in Verint’s securing a seven-figure deal with a large financial institution.
/ / What are the three product marketing tips you would want to share with our readers?
/ / What are the trends/technologies that you think will drive product marketing in the future? How should businesses gear up for this?
About seven years ago, companies started talking about engaging with millennials in the workforce. What will happen in the next five to seven years is that millennials will be in charge and will be making the buying decisions. As a result, the only thing that will matter to marketers is how to engage with people who have been digitally savvy since day one. Their voices/opinions will be the only language that matters, and that will require some changes in how sales and marketing operate. There will be greater emphasis on video and digital channels. In addition, since studies have shown that there is a growing trend among consumers – especially younger ones – to consider a company’s position on social issues when making buying decisions, we will see this begin to impact company messaging. I also believe that we’ll see a greater blend between digital and content marketing teams in the coming years.
Essential tips for exceptional product marketing
Murthy Mathiprakasam, Director of Product Marketing, Splunk
Marketing products the social media way
For many product-centric businesses in the B2B space, a logical next step is always to develop complementary service offerings.
Product marketing in a modern B2B enterprise
Kirsten Jepson, Director of Product Marketing, TELUS International (TI)
Product marketing in high-growth companies
Diego Lomanto, Vice President of Product Marketing, UiPath
Remain curious and don’t lose sight of the customer
Scott Kolman, Vice President of Product and Corporate Marketing, Five9
Tools, talent and technology will unlock new growth for product marketers
John McIndoe, Executive Vice President & Chief Marketing Officer, IRI
Winning the modern enterprise consumer with product marketing
Irshad Raihan, Director of Product Marketing, Red Hat