Claire Maynard

Head Of Marketing, Magical

Content

How do you define product marketing differently in a product-led growth company vs. a traditional company with a normal sales and marketing funnel?

Claire Maynard

Magical Head Of Marketing • February 11

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

2659 Views

How do you approach building a land and expand strategy?

Claire Maynard

Magical Head Of Marketing • February 11

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

2142 Views

How do you best structure and leverage beta releases to assist the product team (with iteration, feedback) and Product Marketing (positioning, messaging, enablement, onboarding)?

Claire Maynard

Magical Head Of Marketing • February 11

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

1165 Views

What is your process for collecting user feedback?

Claire Maynard

Magical Head Of Marketing • February 11

(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

689 Views

What tools do you use to survey your customers and how do you extract qualitative vs quantitative insights from it?

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

643 Views

What do self-serve product marketers spend their time doing, given that they don't have sales enablement responsibilities?

Claire Maynard

Magical Head Of Marketing • February 11

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

602 Views

How should product marketing split feature adoption KPIs with the product team (for B2B self-serve SaaS)

Claire Maynard

Magical Head Of Marketing • February 11

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

579 Views

How does self-serve product impact product marketing function?

Claire Maynard

Magical Head Of Marketing • February 11

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

508 Views

How to make sure the voice of our consumer is heard when product marketing may not be involved during the product roadmap development process.

Claire Maynard

Magical Head Of Marketing • February 11

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

How much emphasis is put on creating messaging/driving adoption for a new product with existing clients versus focusing on using that product to drive new business?

Claire Maynard

Magical Head Of Marketing • February 11

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

Credentials & Highlights

Head Of Marketing at Magical