Jeff Jewett
Head of Enterprise Demand Generation, Atlassian
Content
Jeff Jewett
Atlassian Head of Enterprise Demand Generation • July 7
Buyer personas and segmentation is a crucial part of any demand generation strategy to understand who to market to and what messages to deliver to that person. However, I find that the most difficult part of the strategy isn't defining the persona(s) themselves. Rather, making sure you have the c......Read More
487 Views
Jeff Jewett
Atlassian Head of Enterprise Demand Generation • April 13
Lead scoring is an integral part of my demand gen strategy to help gauge intent and engagement. It should be used along with other programs, like 3rd party intent data, contact and account enrichment, and 1st party data from sales teams to determine when a lead is highly engaged and likely ready ......Read More
634 Views
Jeff Jewett
Atlassian Head of Enterprise Demand Generation • April 13
We track our spend and pipeline influence (multi-touch pipeline attribution by marketing activity) and by marketing channel to determine the pipeline ROI. We can then extrapolate bookings ROI by applying our win rate to understand which marketing channels are most effective in generating pipeline......Read More
590 Views
Jeff Jewett
Atlassian Head of Enterprise Demand Generation • April 13
I believe the simplest solution to misalignment is to make sure that both the sales and marketing teams' OKRs align with the same company objectives and to make sure that front-line managers in both organizations have regular touchpoints to communicate what campaigns and programs are running and ......Read More
576 Views
Jeff Jewett
Atlassian Head of Enterprise Demand Generation • July 7
I think there are additional considerations to understand before determining whether to stop, start, or continue either of these. Specifically, what is the goal of the specific event itself. Live events can provide a great opportunity for awareness building and pipeline acceleration. Virtual even......Read More
545 Views
Jeff Jewett
Atlassian Head of Enterprise Demand Generation • July 7
I don't think the customer journey stages change if you're prioritizing existing customer revenue, but the tactics and channels used to reach your customers would definitely focus on continuous education and solution marketing. Specifically, from a "Marketing" perspective, I would make sure that......Read More
486 Views
Jeff Jewett
Atlassian Head of Enterprise Demand Generation • July 7
From a messaging standpoint I don't think there would be too much variation between a net-new vs. expansion/upsell as you're attempting do educate both prospects and customers how your solution can help them solve a problem they are facing. So the determining factor is is the company objective of......Read More
468 Views
Jeff Jewett
Atlassian Head of Enterprise Demand Generation • July 7
This is a deceptively difficult question to answer. Simply speaking, assuming you have the data to know the answers to the following, I would use the following factors to determine the mix of channels/tactics to include in a campaign strategy: 1. ROI - what is the return on the investment of ......Read More
445 Views
Jeff Jewett
Atlassian Head of Enterprise Demand Generation • July 7
Generally speaking your demand generation strategy isn't a single wouldn't have a distinct beginning and end so I believe you need to build into your strategy a set of regular check points to audit for resources and buy in. I would audit my strategy for infrastructure quarterly. For buy-in I beli......Read More
436 Views
Credentials & Highlights
Head of Enterprise Demand Generation at Atlassian
Knows About Demand Generation Strategy, Enterprise Demand Gen, Demand Generation KPI's, Growth Ma......more