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AMA: Atlassian Marketing Director (Trello), Jessica Webb Kennedy on Messaging
November 18 @ 10:00AM PST
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Atlassian Marketing Director (Trello), Jessica Webb Kennedy on Messaging
Top Questions
What are short and sweet messaging templates or frameworks that you and your team use?
I am looking for messaging templates. Our team is looking for something short and sweet. If you have a template you can share, that would be great.
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • November 18
A great way to think about framing your messaging is by starting out with a short paragraph outlining who you are talking to and why they should care or need your solution/product. At Atlassian, we often start with these questions: Is this how you want your product or service to be represented? A......Read More
1980 Views
2 requests
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • November 18
This is always a challenge but in a lot of ways, I think it comes back to understanding that your brand isn't just what YOU say it's what the community says about you. Dave Gerhardt CBO at Drift has a ton of content around this, one thing he says that I wholeheartedly agree with is "What people s......Read More
526 Views
2 requests
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • November 18
One of the biggest mistakes I see when it comes to messaging in product marketing is trying to write to everybody at once. This comes back to the importance of who you are actually trying to reach with your content, if your language is too broad it won't land with anybody, better to be specific a......Read More
537 Views
8 requests
Can you share your perspective and best practices for repositioning a mature, market-leading product?
We often talk about product messaging in the context of a new product launch.
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • November 18
Research, research, research! This is something we embarked on a few years ago for Trello - we had been acquired by Atlassian and over time we needed to cement our place as a mission-critical tool for businesses. We had made our name in the space of being a loveable freemium product that many use......Read More
450 Views
4 requests
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • November 18
I think when it comes to features <> benefits in messaging you really can't have one without the other. Features are the what, benefits are the why - people need to be painted a picture of how you are going to help them solve their problems. A checklist alone doesn't make someone more productive,......Read More
510 Views
6 requests
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • November 18
I think it's essential to have some sort of lasting and broader messaging house for everybody internally to rely on. It's the only way to scale and maintain messaging across an organization. Internally for us, this looks like Confluence documentation https://www.atlassian.com/software/confluence/......Read More
398 Views
2 requests
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • November 18
One of my favorite ways to test messaging is to ask people outside of my team/company/and even industry to review content I create. You can do this on a grander scale with things like usertesting.com but you can also hack it together on different platforms like LinkedIn and Twitter. Sometimes I w......Read More
494 Views
5 requests
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