AMA: Atlassian Head of Product Marketing, Platform & Pricing, Shana Iles on Storytelling

Great question! Most of the storytelling frameworks I go back to repeatedly are focused on:Identifying audience challenges and needsStructuring your ideas clearly - the b...

You’re right that attention spans are low, which makes communicating a breakthrough message and grabbing your audience’s attention challenge. This means your message must...

This depends on the channel and format you are using to tell your story. What you are looking for is data on resonance and persuasiveness, which can be either quantitativ...

This is a classic PMM challenge. You have to get a bit creative in your you source social proof. Here are a few options:See if you can get the customer to agree to an ano...

You’ll need to do two things:To gain internal alignment, identify who your stakeholders are and how you want to bring them along in your process. Do you need to involve t...

Having a very technical and proprietary differentiator is great! To craft a message around this, the key is understanding for whom you are telling the story around this d...

This is a great question because it’s actually combining two different topics - brand archetypes and storytelling.Brand marketing absolutely involves storytelling - but b...