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Atlassian

Atlassian

Top Team Awards
Winter 2020
MessagingFollow Jessica
Brand marketing efforts usually get discredited because it's hard to measure revenue. How do you build a business case to invest in it, and what should you do first as a SaaS product?
PMM Sr. Team Lead (Trello) at Atlassian
This is always a challenge but in a lot of ways, I think it comes back to understanding that your brand isn't just what YOU say it's what the community says about you. Dave Gerhardt CBO at Drift has a ton of content around this, one thing he says that I wholeheartedly agree with is "What people s...more
MessagingFollow Jessica
What are short and sweet messaging templates or frameworks that you and your team use?
PMM Sr. Team Lead (Trello) at Atlassian
A great way to think about framing your messaging is by starting out with a short paragraph outlining who you are talking to and why they should care or need your solution/product. At Atlassian, we often start with these questions: Is this how you want your product or service to be represented? A...more
MessagingFollow Jessica
Should messaging/positioning change from release to release? Or should it be broad enough to carry you through at least a year?
PMM Sr. Team Lead (Trello) at Atlassian
I think it's essential to have some sort of lasting and broader messaging house for everybody internally to rely on. It's the only way to scale and maintain messaging across an organization. Internally for us, this looks like Confluence documentation https://www.atlassian.com/software/confluence/...more
MessagingFollow Jessica
How do you think about features, advantages and benefits in the context of messaging?
PMM Sr. Team Lead (Trello) at Atlassian
I think when it comes to features <> benefits in messaging you really can't have one without the other. Features are the what, benefits are the why - people need to be painted a picture of how you are going to help them solve their problems. A checklist alone doesn't make someone more productive,...more
MessagingFollow Jessica
We often talk about product messaging in the context of a new product launch. Can you share your perspective and best practices for repositioning a mature, market-leading product?
PMM Sr. Team Lead (Trello) at Atlassian
Research, research, research! This is something we embarked on a few years ago for Trello - we had been acquired by Atlassian and over time we needed to cement our place as a mission-critical tool for businesses. We had made our name in the space of being a loveable freemium product that many use...more
MessagingFollow Jessica
How do you test your messaging? How can you know what your target audience likes/doesn't like? Is interested in or finds boring?
PMM Sr. Team Lead (Trello) at Atlassian
One of my favorite ways to test messaging is to ask people outside of my team/company/and even industry to review content I create. You can do this on a grander scale with things like usertesting.com but you can also hack it together on different platforms like LinkedIn and Twitter. Sometimes I w...more
MessagingFollow Jessica
What are some common Messaging mistakes you see Product Marketers make?
PMM Sr. Team Lead (Trello) at Atlassian
One of the biggest mistakes I see when it comes to messaging in product marketing is trying to write to everybody at once. This comes back to the importance of who you are actually trying to reach with your content, if your language is too broad it won't land with anybody, better to be specific a...more
Product MarketingFollow Akshay
We're rolling out a new pricing model. How do you drive adoption from your existing customers when pricing variables change?
Head of Marketing, Cloud Enterprise at Atlassian
Few things to consider: 1] Your customer comms plan - when are you letting your customers know? Are you giving them a head's up? Are you letting them know why pricing is changing - e.g. new functionality that's drvcing additional value 2] Your internal enablement plan - for all teams that will ...more
Market ResearchProduct MarketingFollow Akshay
B2B Pricing question: In your role working as PM & GTM or working with PE/VC/pricing consulting firms on company valuation & market assessment, Whats your go-to resource with frameworks & examples to conduct B2B pricing power assessment for a product?
Head of Marketing, Cloud Enterprise at Atlassian
Figuring out the willingness-to-pay (WTP) by conducting research for your product with your target market/buyers is an effective approach. I've mentioned more details in a previous response. There are lots of good articles on WTP research (including HBR). Also checkout the Profitwell/PriceInte...more
Product MarketingSales EnablementFollow Akshay
I'm putting in my Product Marketing and Sales Enablement budget for next year. What line items should I consider?
Head of Marketing, Cloud Enterprise at Atlassian
A few other things to consider: * Your team's research needs (qual and/or quant)  * Any analyst-related spent (either for research reports or to engage w/ analysts) * Content-related needs -- always a good idea to work with a good content agency to flex your capacity when needed * And ...more