AMA: Atlassian Director of Product Marketing, Jira, Marina Ben-Zvi on Messaging

Messaging development is highly cross-functional—while product marketing is the driver, success depends on strategic input, customer insights, validation, and cross-team ...

Messaging effectiveness is as much about internal and external activation as it is about developing compelling messages that lands with customers. Too often, messaging fa...

There’s no one-size-fits-all framework for messaging—it has to be tailored to the business, the audience, and how it will be activated. I have a loose message framework I...

Messaging is never truly perfected—it’s proven. If you’re waiting for perfection before putting it in front of customers, you’re waiting too long—the market may have shif...

If your messaging is good and resonates with customers, competitors will copy it. That’s just the reality of the market. Instead of getting frustrated, take it as a signa...

Successful messaging isn’t just about sounding good—it’s about driving the right action at every stage of the customer journey. The best messaging does three things:Moves...

Isn’t it the worst when marketing messages sound too … well … marketing-y? When we rely on words like leverage, empower, and innovate without grounding them in anything r...