AMA: Atlassian Head of Product Marketing, Jira and the Jira suite, Claire Drumond on SMB Product Marketing
August 16 @ 10:00AM PST
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Atlassian Head of Product Marketing, Jira and the Jira suite, Claire Drumond on SMB Product Marketing
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Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • August 17
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......Read More
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Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • August 17
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......Read More
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What do self-serve product marketers spend their time doing, given that they don't have sales enablement responsibilities?
Where does all that time get repurposed in self-serve PMM? What are some of the big categories of work where you over-invest in self-serve vs. traditional B2B PMM?
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • August 17
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: * Metr......Read More
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Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • August 17
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 lev......Read More
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Are PLG and ABM compatible?
If targeting entreprise customers requires ABM and a heavy sales movement, is it still possible to do PLG?
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • August 17
"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......Read More
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