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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

Scott Kolman is the Vice President of Product and Corporate Marketing at Five9, with responsibility for the overall messaging and promotion of the Five9 product portfolio. In this role, Scott oversees corporate marketing functions, including media relations and branding, analyst relations, customer marketing, partner and channel marketing, and portfolio marketing. Scott has an extensive background in the marketing of enterprise solutions and is a recognized professional with expertise in the contact center, cloud and customer experience industries. Prior to Five9, Scott held leadership positions at Genesys, Synchronoss Technologies, SpeechCycle, Amdocs, Lucent Technologies and Octel Communications. Scott is a frequent speaker at industry conferences and events as well as a prolific blogger.

 

Interviewed by Shwetha Mahesh

 


 

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

The biggest change to Five9 product marketing directly parallels the company’s overall growth and our move from initially servicing the SMB market to today, where we provide cloud contact center solutions, scaling from three agents to several thousand. We have also moved from a North American focus to now serving customers globally. All of this increased the focus on developing and communicating company and industry thought leadership, increased the importance of engaging with industry analysts and other influencers, and helped to work more closely with sales to support new business opportunities.

 

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

 

In the past, we would typically launch a major release once every 12-18 months. The speed of the cloud and agile development changed all of that. Last year, we rolled out three major software releases and expect a similar frequency moving ahead. What has also changed is that, with the cloud, all your customers immediately have access to the new capabilities. From a product marketing perspective, this has required a more formalized launch process that allows for faster cycle times.

 

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

 

One thing that has really helped us is the use of a number of collaboration tools – be it keeping current plans and schedules by managing from a shared server such as Google spreadsheets, the use of project planning tools such as Asana or even the use of Slack to create tailored launch channels.  All of this has really helped us to keep everyone informed even with rapid changes, while simultaneously elevating the degree of collaboration.

 

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

 

I have always found it challenging to identify metrics unique to product marketing as most product marketing programs are closely intertwined with other marketing functions, such as digital marketing, events and analyst relations, and as such, they share common metrics. A few that come to mind that we closely track:

  • Product launches: Number of analyst and media briefings, number of positive articles/reports, total media and social impressions, rank and percentage of share of voice, demand generation, LinkedIn impressions, webinar registrants and attendees, web visits, customer communications and more. From an internal perspective, we measure training by recording the number of attendees for launch/product training or messaging, for example.
  • On regular basis: Obtain hard data on the effectiveness of content and messaging, including how much new content is created, number of downloads (internally and externally), analyst briefings, social tweets and posts, and for competitive, number of new field alerts and battle cards.

The key to all of this is to pull as much data as possible to determine what actually works, and if it doesn’t, fix it or stop doing it.

 

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

 

It really depends on the topic. However, it is clear that there is a growing interest in video and other short-form assets.  This directly parallels the changes in consumer behavior. Target buyers have less time to spend reviewing a lengthy white paper or comprehensive report. So any way marketing can break up the information into more “bite-sized” assets, such as infographics, short video clips or tip sheets, the better.

 

/ / 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?

 

For social media, the top three platforms we use are LinkedIn, Twitter and Facebook.

 

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

 

Last year, we launched our Spring Release 2018 highlighted by the introduction of Five9 Genius – a new artificial intelligence layer to our platform. What was exciting about the launch was the way the entire marketing organization came together to leverage all programs to maximize the impact of the launch. A few critical success factors in the launch were

(1) upfront planning and messaging testing with key audiences, including the leading industry analysts, to ensure our message was clear, compelling and believable; and

(2) engagement across all parts of marketing and sales on what we were announcing, our point of view and why it mattered.

 

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

 

  • Don’t get too caught up in what you know, or think you know: Focus on obtaining the data to validate your assumptions.
  • Voice of the customer: Map messaging to what it means to your customer. If you can’t articulate a tangible and compelling benefit, it doesn’t matter.
  • Remain curious: Never stop asking questions, be it to analysts, your product organization or customers.

 

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

 

A key trend not only in product marketing, but in marketing overall, is the continued explosion of data and information. We have more information available to us than ever before. While this is good, it is only valuable if actionable, and that places a lot of pressure on product marketing professionals to dig through the data and pull out the gems. It also means resisting the urge to just collect data and instead stick to what generates actionable insights. Customers continue to be more knowledgeable about the industry, companies and offerings. By the time they engage with you at an industry event or with a sales representative, they know more than ever before. That means we must create provocative points of view and to develop compelling insights that challenge the status quo and general assumptions to show value and cut through the noise.