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AMA: Atlassian Former Head of Product Marketing, New Products & Solutions, Claire Maynard on Self Serve Product Marketing
February 10 @ 10:00AM PST
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Atlassian Former Head of Product Marketing, New Products & Solutions, Claire Maynard on Self Serve Product Marketing
Top Questions
Claire Maynard
Magical Head Of Marketing • February 10
Great question! The goal of the new products team at Atlassian is to both expand our existing users and customers into new products and solutions and to reach new or adjacent audiences outside of Atlassian's customer base. Depending on the product and strategy, the product marketers on my team ma......Read More
406 Views
2 requests
Claire Maynard
Magical Head Of Marketing • February 10
At Atlassian, we've found that in-app feature announcements work really well as you have the ability to reach the user when they are in the context of your product vs perhaps checking email and thinking about something else. Here are some tips to make your in-product announcements more effective:......Read More
371 Views
2 requests
How do you approach building a land and expand strategy?
Let's say for a product like Slack, how would you leverage marketing, product, sales and CS functions to increase Slack adoption across the company. I read this article on how IBM adopted Slack (https://medium.com/design-ibm/listen-to-the-wild-ducks-how-ibm-adopted-slack-2bcfd3732680) and I was wondering how the product marketing team at Slack would formulate it?
Claire Maynard
Magical Head Of Marketing • February 10
I cannot speak to how the Slack team built their land and expand strategy but I can speak to how I understand and think about the strategy at Atlassian. We have two methods of land and expand. 1) Product expansion - a user, let's say a product manager, lands in one product, Jira, and finds a ......Read More
2159 Views
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How do you best structure and leverage beta releases to assist the product team (with iteration, feedback) and Product Marketing (positioning, messaging, enablement, onboarding)?
How do you collect information from users and disseminate between teams? What does an ideal timeline for a beta look like?
Claire Maynard
Magical Head Of Marketing • February 10
My team at Atlassian has a framework for how we launch new products that I would love to share. But before I dive into more detail I'll give you a few tl;dr tips for beta programs. * Create hypotheses that you want to test before your beta begins: Decide what you're trying to answer about y......Read More
1173 Views
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Claire Maynard
Magical Head Of Marketing • February 10
First off, is feature adoption the right KPI? In my opinion, focusing on feature adoption could be too narrow of a metric and doesn't shed light on what the end-user is experiencing. End users don't find value in features; they find value in getting their job to be done, done, and more effectivel......Read More
580 Views
2 requests
Claire Maynard
Magical Head Of Marketing • February 10
An age-old question: how do you get product marketing a seat at the table? Product marketing has a vital role in product and roadmap development even within a product-led organization. There are many reasons why product marketing deserves a seat at the table. Here are a few: * Product narrative......Read More
434 Views
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What is your process for collecting user feedback?
Do you use ever use NPS or any other survey style?
Claire Maynard
Magical Head Of Marketing • February 10
(copying this question from a previous answer) At Atlassian, we use many methods for understanding customers both qualitatively and quantitatively. The most standardized, larger-scale tool we use across all of our cloud products is our Happiness Tracking Survey known as HaTS (developed by Googl......Read More
690 Views
3 requests
Claire Maynard
Magical Head Of Marketing • February 10
I believe it's important to start out with how product marketing is the same across a self-serve/product-led motion and a sales-led motion. In my opinion, the core pillars of the product marketing responsibilities remain: * Target audience and buyer definition * Positioning and messaging * Pr......Read More
2668 Views
3 requests
Claire Maynard
Magical Head Of Marketing • February 10
I believe it may be important to start out with how product marketing is the same across a self-serve/product-led motion and a sales-led motion. In my opinion, the core product marketing responsibilities remain the same: * Target audience and buyer definition * Positioning and messaging * Pri......Read More
512 Views
4 requests
Claire Maynard
Magical Head Of Marketing • February 10
At Atlassian, we use many methods for understanding customers both qualitatively and quantitatively. The most standardized, larger-scale tool we use across all of our cloud products is our Happiness Tracking Survey known as HaTS (developed by Google). Our research teams sends out weekly emails ......Read More
644 Views
5 requests
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 Maynard
Magical Head Of Marketing • February 10
In my eyes, much of the time you spend and core fundamentals and responsibilities are the same. As a PMM for self-serve and sales-led motions, you need to be an expert on the product, customer, and market. Doing this well involves time with customers (and non-customers!), analyzing data, partneri......Read More
604 Views
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