Matt Hodges
Head of Marketing, Confluence, Atlassian
About
With 14 years experience building and leading marketing teams at Atlassian, Intercom, and Loom, I specialise in helping B2B SaaS companies build what they sell and sell what they build.
Content
Matt Hodges
Atlassian Head of Marketing, Confluence • November 1
We’ve developed a few of our own frameworks over the years based on jobs-to-be-done. It’s an approach that runs counterintuitive to classic, persona-based marketing, and does so purposefully. Focusing on customer attributes really means focusing on what you want to sell, rather than what your cus......Read More
8508 Views
Matt Hodges
Atlassian Head of Marketing, Confluence • November 1
For guidance on how to build messaging, see my answer to, What are good messaging framework resources that you use?. In terms of how to validate it, I’d recommend a combination of the following tactics: * Talk to your customers: Invest time talking to and learning from your prospective an......Read More
2080 Views
Matt Hodges
Atlassian Head of Marketing, Confluence • November 1
Great question–tough to answer without getting too specific about Intercom and what works for us based on our own situation and approach in general. But, here goes. :) For us, a product is a container for a set of mutually exclusive features that enable specific workflows to be completed. For......Read More
1603 Views
Matt Hodges
Atlassian Head of Marketing, Confluence • November 1
I can’t think of any one example I have received recently, but here’s my advice on what I think makes a good feature launch email: * It’s thoughtfully targeted and relevant: A poorly targeted email is about as effective as a love letter addressed “To whom it may concern” (credit: Des T......Read More
1587 Views
Matt Hodges
Atlassian Head of Marketing, Confluence • December 15
PM and PMMs are likely to have different goals when it comes to feedback from users with early access, but I think that both should at the very least seek to understand, "to what degree have we solved the problem for customers that we set out to solve with this feature/product/release?". If you p......Read More
1419 Views
Matt Hodges
Atlassian Head of Marketing, Confluence • November 1
I'm out of time, but real quick, Patagonia and Apple are favorites of mine. They both have brands that stand for something, and they continually demonstrate their commitment to their vision in their actions. On top of that, they both have high-quality products. I believe that product and mar......Read More
1358 Views
Matt Hodges
Atlassian Head of Marketing, Confluence • December 15
This all depends on both your pricing and company strategy, which together determine to what degree revenue opportunity should be weighted when making roadmap decisions. Are you currently focused on optimizing for usage, growth, or revenue? Only you can answer that. In my experience, instead o......Read More
1313 Views
Matt Hodges
Atlassian Head of Marketing, Confluence • December 15
At the stage before anything is handed over to eng for design. At Atlassian, we refer to this as the "Explore" phase–"Wonder" and "Make" come before and after, respectively. When you do this, be clear on the role PMM is playing and the type of feedback the design wants and needs to move forwa......Read More
1294 Views
Matt Hodges
Atlassian Head of Marketing, Confluence • December 15
Research * Competitor analysis to identify gaps to fill and opportunities to strengthen your unique value proposition * Customer research to understand needs and willingness to pay * Market and analyst research to inform how to strengthen your position in your category * Win/loss anal......Read More
1259 Views
Matt Hodges
Atlassian Head of Marketing, Confluence • December 15
Product roadmaps are, or at least they should be, always subject to change. At least that is what a PM will tell you when you want to share the roadmap with a customer. 🤣 So, use that to your advantage. tl;dr Make a case for change and back that case with hard evidence Longer answer I wou......Read More
1191 Views
Credentials & Highlights
Head of Marketing, Confluence at Atlassian
Top Product Marketing Mentor List
Lives In New South Wales, Australia
Knows About Competitive Positioning, Category Creation, Platform and Solutions Product Marketing,......more