AMA: Atlassian Director of Integrated Product Marketing, Ashley Faus on Messaging

First, messaging shouldn't be so focused on features. It should be about the unique value you provide to your customers. While features ARE part of that value, they're not the ONLY thing that adds value. This is particularly true in a saturated market with feature parity. A few additional differentiators that you might consider: Integrations with other owned products and/or lots of integrations with industry-leading products that your prospects likely have in their tech stack already Ease of onb ...Read More

You should have different types of messaging:- Overarching brand message- Product messaging- Campaign/event/launch messaging This^^ allows you to adapt to market and customer changes without scrambling or pivoting so often that your audience can't remember what you do. Too many teams try to create a single message house, meant to cover all use cases. But having messages tailored for the audience, offering, and time horizon helps you strike this balance.I'd say the overarching brand message and p ...Read More

If you speak the language of your audience, they will be engaged! I think it's a myth that technical topics are "boring" or "dry". These topics are VERY interesting to your technical audience, so mirroring their language on these topics is key.A few tips to help: Be specific. For example, I market to developers, so there's high overlap with interest in video games. The phrase "Level Up!" comes up as a marketing suggestion often. But what does "level up" actually mean? If you talk about leveling ...Read More

Step 1: Create a DACIDACI stands for:DriverApproverContributor InformedYou can grab a free template: https://www.atlassian.com/team-playbook/plays/daciThe Driver is responsible for making sure all stakeholders are aware of what’s happening, gathering information, getting questions answered and action items completed.The Approver is the one person who has the final say in approving the decision.The Contributors are people who have knowledge that will inform the decision-making process.The Informe ...Read More