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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 9632549324

shwetha.mahesh@regalix-inc.com

Know when a new article is published

Irshad Raihan is Director of Product Marketing at Red Hat and is responsible for strategy, thought leadership and go-to-market execution. Previously, he held senior product marketing and product management positions at HPE and IBM for big data and data management products. Irshad holds an MBA from Carnegie Mellon University and a Master’s in Computer Science from Clemson University. He is based in Northern California and can be reached on Twitter @irshadraihan.

 

Interviewed by Shwetha Mahesh

 


 

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

 

The biggest difference is changing from an inside-out to an outside-in model. We focus on customer pain points and work our way backwards into the solutions we present to them to solve those problems. Given the complex and varied nature of product lines at Red Hat, it is important to put customers first.

 

/ / 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 up to eight different product/service lines, each with their own schedule of major and minor launches through the year. Given the pace of growth at the company, the biggest challenges are around coordinating launches to optimize share of voice and demand-generation efforts.  

 

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

 

We use a mixture of third-party and in-house tools to manage various aspects of a campaign. From lead generation to event execution to product planning, we rely on cloud-based tools for greater access and availability for our internal stakeholders.

 

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

 

  • Share of voice measured through digital channels
  • Number of attendees at marquee events related to a program
  • Response rates of ABM and customer-focused events/workshops
  • Heat maps and return visitors for web properties
  • Engagement in thought leadership webinars and online events

 

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

 

It varies by type of program but we usually find a mixture of thought leadership or analyst-driven content rated very highly from early funnel audience. For late funnel acceleration, any online tools that demonstrate the tangible value of our products, including product demos and ROI tools, are effective.

 

/ / 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?

 

It varies by product line but we usually target the key decision-maker audience for each product line, followed by the key influencer audience. In many cases, those two could be quite varied in the type and frequency of marketing collateral consumed.

The top three social media platforms to drive awareness and demand generation are LinkedIn, Facebook and Twitter.

 

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

 

It has got to be Red Hat Summit 2019.

 

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

 

  • Understand and segment your target audience carefully
  • Align product marketing message to the pain points of your customers and optimize according to their industry vertical
  • Use the agile model to iterate and course-correct based on quantifiable results from your campaign

 

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

 

  • Many customers demand a try-and-buy experience on the vendor’s website
  • The line between decision-makers and influencers is blurring
  • Creating content for mobile platforms should be a core design principle
  • Artificial intelligence is starting to make its way into product marketing to help measure and optimize success