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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.
Kirsten Jepson is Director of Product Marketing at TELUS International (TI), where she leads the research, development and communication of TI’s global product and service offerings. For the past 25 years, she has held senior product roles with companies like Citibank, FIS and SYKES. She gets satisfaction from being deeply involved with evolving and refining product programs for B2B and B2B2C organizations. Her main domains include financial services, fintech, customer experience and digital transformation.
About TELUS International
TELUS International (TI) is a customer experience innovator with over 32,000 team members. The company designs, builds and delivers next-gen digital solutions for global and disruptive brands. TI’s industry expertise includes travel and hospitality, fintech, fast-growing technology, games, healthcare and communications. The company’s integrated DX and CX solutions focus on building human connections without ever losing sight of what matters most – the value of corporate culture and its impact on engagement and innovation.
Interviewed by Shwetha Mahesh
/ / How has the product marketing function evolved in your company over the past few years?
TELUS International added the product marketing function about two-and-a-half years ago to support the company’s rapid growth and innovation. This move focused resources to help us differentiate ourselves in a saturated market with oftentimes similar offerings. Since the addition of our global product marketing team, we have helped elevate our position in the industry as a leader in digital customer experience.
/ / How many product launches do you conduct in a year? What are the challenges that you face while designing a product marketing plan?
Typically, our team will execute seven to 10 new product launches per year, but this number can vary based on the type of product/solution/offer. In addition, we iterate and re-launch existing products in our portfolio. This new product/existing product launch pattern and cadence helps us attract new growth opportunities as well as organic growth. This is different from other companies I’ve worked for where we would launch one massive, new-to-the-world product per year.
One challenge we face is the initial identification of which product we should launch by looking at market-based research and tapping into our team’s industry knowledge and expertise. Based on all of the data that is now available, coming to an agreement internally on “the next-best offer” is sometimes more and not less difficult as the challenge of correctly combining both qualitative and quantitative data comes down to art and science, which is at the core of a top-notch product marketing team.
Another challenge we face is our short launch and relaunch cycles that can be weeks and months versus years. In our industry, we know that the speed of change, innovations and shifting requirements demands this level of flexibility. We use agile product marketing – an approach that enables us to pivot, add and adapt quickly. We still do long-term planning, but it is around the broader, enterprise-wide strategic goals that help guide the selection of product launches throughout the year.
/ / What tools and technologies do you use to run a successful product marketing campaign?
We use Salesforce as our primary CRM. Our product marketing team works closely with marketing communications, product development, and sales and operations to gather feedback as well. We also rely on the research done by our corporate strategy team, which leverages analyst feedback and insights, as well as analyst databases. To date, I have not found one tool or resource that provides what we need to drive product marketing decisions. We need a combination of inputs. As the product marketing function matures, there are opportunities for vendors in this arena to build tools and platforms that better assemble and blend the various sources of information and data in order to support better outcomes.
/ / What are the different metrics you track for evaluation of product marketing program performance?
/ / Which digital content assets have you found to be most effective in your product marketing program?
Our B2B audience includes organizations that are making multi-million-dollar decisions when they work with us. We provide assets that are high quality, buyer-centric and contain information they can’t get from other places, such as industry benchmarks, case studies, and research – assets that are focused on their specific business needs.
We often develop iterations and variations with our digital assets based on consumption. This keeps our content relevant and timely. Once we discover what resonates, we repurpose it and use it across various channels. We do this in conjunction with our sales and client relations teams.
/ / Which online channels have you found to be most effective in meeting your product marketing goals?
We find LinkedIn and Twitter to be very effective for us.
/ / Can you give an example of the most exciting product marketing campaign run by your company?
I would say the rapid evolution in an organization that helps the shift to a digital customer experience model is the most exciting initiative. This effort is not exactly done in one campaign, rather it is a series of campaigns.
/ / 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?
Broadly, product marketing is a nascent profession that is becoming more recognized, fueled by the focus on digital transformation across all industries.
Product marketing brings a honed approach to an organization. As digital transformation becomes the norm in organizations that offer software, platforms or skilled people, product marketing teams will make the difference between success and failure. Product marketers have the ability to identify and highlight those aspects of the organization and make it stand out from the crowd.
Oftentimes, product marketers will leverage the tools used by marketing, communications, sales and other parts of the organization, and tune them for their own use. In addition, product marketers in many enterprises, especially mid-size companies, have a bit of an identity crisis in that they have to continually challenge or defend their contributions in the short term. There is often a blurred line between marketing, product development and product management. This can make it hard to validate how product marketing fits in. Instead, for the reasons I described, businesses need to re-assess the way they invest in product marketing teams.
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.
In product marketing, the emphasis should be on storytelling
Kelly Koelliker, Director of Content Marketing, Verint
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