AMA: Atlassian Head of Enterprise Demand Generation, Jeff Jewett on Demand Generation Strategy
July 6 @ 10:00AM PST
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Atlassian Head of Enterprise Demand Generation, Jeff Jewett on Demand Generation Strategy
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Jeff Jewett
Atlassian Head of Global Lifecycle Marketing, Work Management • July 7
I don't think the customer journey stages change if you're prioritizing existing customer revenue, but the tactics and channels used to reach your customers would definitely focus on continuous education and solution marketing. Specifically, from a "Marketing" perspective, I would make sure that......Read More
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Jeff Jewett
Atlassian Head of Global Lifecycle Marketing, Work Management • July 7
Buyer personas and segmentation is a crucial part of any demand generation strategy to understand who to market to and what messages to deliver to that person. However, I find that the most difficult part of the strategy isn't defining the persona(s) themselves. Rather, making sure you have the c......Read More
735 Views
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Jeff Jewett
Atlassian Head of Global Lifecycle Marketing, Work Management • July 7
This is a deceptively difficult question to answer. Simply speaking, assuming you have the data to know the answers to the following, I would use the following factors to determine the mix of channels/tactics to include in a campaign strategy: 1. ROI - what is the return on the investment of ......Read More
629 Views
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Jeff Jewett
Atlassian Head of Global Lifecycle Marketing, Work Management • July 7
As marketing and sales funnel definitions and awareness stage names/definitions can be different across different organizations, I'll describe the stage rather than try to label it first. In my experience, when a lead has, either by volume of activity or volume/strength of intent actions, indicat......Read More
819 Views
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Jeff Jewett
Atlassian Head of Global Lifecycle Marketing, Work Management • July 7
Generally speaking your demand generation strategy isn't a single wouldn't have a distinct beginning and end so I believe you need to build into your strategy a set of regular check points to audit for resources and buy in. I would audit my strategy for infrastructure quarterly. For buy-in I beli......Read More
556 Views
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Jeff Jewett
Atlassian Head of Global Lifecycle Marketing, Work Management • July 7
From a messaging standpoint I don't think there would be too much variation between a net-new vs. expansion/upsell as you're attempting do educate both prospects and customers how your solution can help them solve a problem they are facing. So the determining factor is is the company objective of......Read More
660 Views
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Jeff Jewett
Atlassian Head of Global Lifecycle Marketing, Work Management • July 7
I think there are additional considerations to understand before determining whether to stop, start, or continue either of these. Specifically, what is the goal of the specific event itself. Live events can provide a great opportunity for awareness building and pipeline acceleration. Virtual even......Read More
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