AMA: Atlassian Former Head of Product Marketing, New Products & Solutions, Claire Maynard on Self Serve Product Marketing
February 10 @ 10:00AM PT
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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?
Common Room VP of Marketing • 4y
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...
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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?
Common Room VP of Marketing • 4y
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...
5577 Views
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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?
Common Room VP of Marketing • 4y
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 meth...
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Common Room VP of Marketing • 4y
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 per...
772 Views
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Common Room VP of Marketing • 4y
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 pillar...
6642 Views
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Common Room VP of Marketing • 4y
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 p...
707 Views
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Common Room VP of Marketing • 4y
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 adja...
536 Views
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Common Room VP of Marketing • 4y
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 e...
989 Views
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Common Room VP of Marketing • 4y
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 cl...
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What is your process for collecting user feedback?
Do you use ever use NPS or any other survey style?
Common Room VP of Marketing • 4y
(copying this question from a previous answer) At Atlassian, we use many methods for understanding customers both qualitatively and quantitatively. The most standardized,...
1489 Views
3 requests
Common Room VP of Marketing • 4y
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...
573 Views
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