AMA: Atlassian Head of Product Marketing, Jira and the Jira suite, Claire Drumond on SMB Product Marketing

Customer proof. The real question you're asking is how do you get consensus around a lot of opinions. Getting messaging approved can feel like being stuck in a wave pool. It's because messaging uniquely forces uncomfortable reflections like what do we stand for and why will anyone care? You can't know the answers without deeply understanding your customer. And that deep customer empathy is what makes a great PMM. I always go back to the customer's pain points when trying to drive exec alignment, ...Read More

My PMM team is built like a funnel. Our focus is to land new customers, which we only count when those customers start to pay. Therefore, the job of my PMM team ranges from raising awareness of our brand to getting new customers to upgrade to our paid editions. I have three groups focused on the following parts of the funnel: Buyer Journey: This team focuses on connecting our marketing efforts at the top of the funnel through to the product. This team is goaled on Day1-6 Daily Active Instances t ...Read More

You have a very tall order ahead of you! These two motions aren't nuanced differences -- they are completely different playbooks. Most of my AMA questions are about comparing the two, so I'll summarize the key differences here: The buyer Often a self-serve buyer is a team lead/director level or an end-user, looking to try out the product to see if it could work for themselves or their team. They are rarely thinking about their entire company's needs. These buyers want to validate the product fas ...Read More

A lot of questions about self-serve PMM vs enterprise PMM activities, so I'll summarize here! A self-serve PMM's day looks very different from an enterprise PMM. Some might even call you a cross between a growth marketer and a product marketer. Here are three of the biggest differences: MetricsSelf-serve PMMs look at funnel metrics. Funnel metrics can (and should) include things like website traffic, sign-ups w/ activation, and purchase (especially in Freemium, your job isn't done with a signup, ...Read More

"If targeting entreprise customers requires ABM and a heavy sales movement, is it still possible to do PLG?"It's possible, but it's hard. PLG requires a company commitment to how you build products. A PLG product is focused on user experience for the end-user first and foremost. In a Sales-led company, your product is focused on meeting requirements for your buyer, getting them to install, and keeping them happy (less about the end-user). Think Workday vs. Trello. When it comes to ABM vs. Self-s ...Read More