Jeff Jewett
Head of Global Lifecycle Marketing, Work Management, Atlassian
Content
Jeff Jewett
Atlassian Head of Global Lifecycle Marketing, Work Management • 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
732 Views
Jeff Jewett
Atlassian Head of Global Lifecycle Marketing, Work Management • 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
1063 Views
Jeff Jewett
Atlassian Head of Global Lifecycle Marketing, Work Management • 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
962 Views
Jeff Jewett
Atlassian Head of Global Lifecycle Marketing, Work Management • 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
935 Views
Jeff Jewett
Atlassian Head of Global Lifecycle Marketing, Work Management • 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
855 Views
Jeff Jewett
Atlassian Head of Global Lifecycle Marketing, Work Management • July 7
As marketing and sales funnel definitions and awareness stage names/definitions can be different across different organizations, I'll describe the stage rather than try to label it first. In my experience, when a lead has, either by volume of activity or volume/strength of intent actions, indicat......Read More
782 Views
Jeff Jewett
Atlassian Head of Global Lifecycle Marketing, Work Management • 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
698 Views
Jeff Jewett
Atlassian Head of Global Lifecycle Marketing, Work Management • 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
656 Views
Jeff Jewett
Atlassian Head of Global Lifecycle Marketing, Work Management • 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
625 Views
Credentials & Highlights
Head of Global Lifecycle Marketing, Work Management at Atlassian
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Knows About Marketing Ops / Demand Gen Alignment, Sales / Demand Gen Alignment, Growth Marketing ......more