AMA: New Relic Director, Product Marketing, John Withers on Messaging
June 19 @ 10:00AM PT
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Atlassian Head of Product Marketing, Bitbucket • 1y
I’m going to split my answer into two parts, using the following (loose) definitions:Positioning: An internal-only description of what the product is, who it’s for, the p...
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Atlassian Head of Product Marketing, Bitbucket • 1y
Your messaging should show up everywhere, including within any of the following marketing tactics you may choose to employ:InternalInternal announcements (eg, Slack, othe...
12992 Views
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Atlassian Head of Product Marketing, Bitbucket • 1y
It depends. But first, let’s align on the purpose behind all of this work: We want to drive conversion, simple as that. And by conversion, I mean: We want users (or buyer...
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How to develop messaging for a mature company entering a new market with a huge brand recall vs a new company?
How would you approach the two different scenarios? Is there difference in the messaging frameworks that you'd use to ideate, evaluate and promote messaging within organizations? How would you go about it and what would be your exact approach?
Atlassian Head of Product Marketing, Bitbucket • 1y
I’m going to expand my answer to include the entire GTM strategy as well as the product strategy itself. For a mature company, I can think of at least a couple of scenari...
5023 Views
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Atlassian Head of Product Marketing, Bitbucket • 1y
PR and AR are really important GTM channels, and having strong leaders/ICs in both of those functions is crucial to reaching customers and prospects with the right messag...
971 Views
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When crafting B2B messaging, what is your approach for mixing functional vs emotional benefits and why?
How do you leverage the emotional, personal benefits for the B2B buyer knowing that they also have to sell the product internally based on rational, company benefits?
Atlassian Head of Product Marketing, Bitbucket • 1y
First, let’s start with the following premise: Behavioral science tells us that the vast majority of decisions are made using emotional factors (Customer Brand Preference...
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Atlassian Head of Product Marketing, Bitbucket • 1y
Broadly speaking, as it relates to messaging adoption, there are two categories of stakeholders: Sales and everyone else.Let’s start with “everyone else,” which is far si...
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