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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.
Diego Lomanto is the Vice President of Product Marketing for UiPath. In this role, he develops the framework for positioning, market strategy and go-to-market delivery of UiPath’s products and services.
Diego has led both product and marketing organizations, most recently as VP of Product Strategy for Verint Systems, where he guided the strategy and development of products with over $200 million in revenue. Prior to that, he built marketing teams as CMO of Talent Inc and Vice President of Marketing for Work Market, which was recently acquired by ADP.
He is passionate about helping enterprise software companies create product-to-market fit and crafting marketing narratives that drive exponential growth.
Diego holds an MBA from the Leonard N Stern School of Business, New York University, as well as a BS in Marketing with Honors from Saint John's University. He resides on Long Island, New York, and lives for the excitement of startup culture. Additionally, he is the founder of Tournament Poker Edge, a subscription-based, poker-training community, which he founded in 2010.
Interviewed by Shwetha Mahesh
/ / How has the product marketing function evolved in your company over the past few years?
Well, at my company, it’s relatively new. UiPath is experiencing rapid growth. We surged to a valuation of $3 billion in less than three years with annual recurring revenue from $1 million to $100 million from 2014 to 2017. I joined in the summer of 2018 to build up the company’s product marketing.
As a successful enterprise software company, UiPath has been into product marketing in some way, shape or form. However, it was being done across many different teams (product, sales, pre-sales, other marketing teams, etc.) without a dedicated team. We have come in and built a team and framework around product marketing that creates consistency and elevates our positioning and overall story.
/ / How many product launches do you conduct in a year? What are the challenges that you face while designing a product marketing plan?
We do four major enterprise releases a year but also have monthly community releases. The challenge is coordinating across two difference cadences and synchronizing the messaging. If something comes out in April for the community, it’s harder to create a buzz for it in May for the enterprise because it is already out there. So, we’re adapting to situations such as that. Fortunately, the product is so compelling and users love it so much that we can continually have a drumbeat from not only product releases but also from user stories.
/ / What tools and technologies do you use to run a successful product marketing campaign?
We maintain marketing calendars and work closely with our campaign teams and the tools they use, such as marketing automation. In addition, we leverage sales enablement tools to help the customer-facing organizations position the differentiated value across use cases, industries and functional domains.
/ / What are the different metrics you track for evaluation of your product marketing program performance?
Product marketing is one of the hardest marketing disciplines to measure. How do you know if your story is resonating and if you are helping sales position effectively? They are rudimentary but surveys are helpful. In addition, we track sales cycle metrics, such as opportunity size and sales velocity, to see if we are making an impact with sellers.
/ / Which digital content assets have you found to be most effective in your product marketing program?
I love webinars, especially with customer panels. So much content comes from one good webinar. You can break a webinar down into several assets – white papers, e-books, slide decks, customer stories, etc.
/ / 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?
We are very active on LinkedIn and Twitter, but honestly, our own forum/community is one of the best channels. We have had over 200,000 people go through our academy and have an active forum with over 24,000 users. It has just snowballed into the community for RPA and we create a lot of word-of-mouth through the community.
/ / Can you give an example of the most exciting product marketing campaign run by your company?
We just recently launched our online RPA marketplace, Go! We launched it at our customer event in London and held a contest to drive users to build automation components for the marketplace. At the event, we awarded 10 of our top users as MVPs. We created a ton of buzz around the marketplace as a result and were able to launch with hundreds of pre-built automations with free downloads.
/ / 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?
The biggest trend is no-fluff marketing. Customers don’t want to hear marketing messages, they want to learn about your product and hear about how others are using it. You must have a great product and a strategy to educate customers about it. I would focus on creating great products, reducing friction when it comes to getting started with your product, helping users connect to each other and telling great customer success stories.
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 a modern B2B enterprise
Kirsten Jepson, Director of Product Marketing, TELUS International (TI)
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