Matt Hodges

Matt HodgesShare

Head of Product Marketing Craft, Atlassian
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Matt Hodges
Matt Hodges
Head of Product Marketing Craft, AtlassianOctober 31
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 marketing are two sides of the same coin–you can't be a successful, sustainable business without one or the other.
Matt Hodges
Matt Hodges
Head of Product Marketing Craft, AtlassianOctober 31
What's the saying, "imitation is the best form of flattery"? It's impossible to prevent competitors from copying your messaging (and product to some extent even).   Instead of worrying about those that are copying you, I'd instead encourage you to focus on building the best product to best solve your customers' problems and in doing so ensure you're correctly articulating the value your product can deliver in the most effective way possible way.   Companies with best products AND brands are the ones that will be successful in the long-term, because they are defensible. Copy-cats won't s...
Matt Hodges
Matt Hodges
Head of Product Marketing Craft, AtlassianOctober 31
Tell a compelling story. A story that resonates with your target audience. Something that speaks directly to the pain they are experiencing and/or describes a future state they want to be in.   You should aim for the right balance of cleverness, clarity, and cheekiness. That balance all depends on your brand and target customer. It's easy to stand out, but less easy to stand out in a way that's a positive reinforcement of your brand.    Grabbing attention is step one, ultimately you must be able to deliver on the promises and hard claims you make. There's no point spending a bunch of ti...
Matt Hodges
Matt Hodges
Head of Product Marketing Craft, AtlassianOctober 31
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 Traynor). It frustrates me when I get emails about a new Android app, or update to an Android app, when a business should know I use their product exclusively on iOS. Make sure your audience can, and would be compelled to, take action on the news you are sharing. * It’s clear, concise, and ...
Matt Hodges
Matt Hodges
Head of Product Marketing Craft, AtlassianOctober 31
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 and existing customers. Specifically, listen to how they describe the problems they have, the pain points they experience, and what a better world would look like for them (in their minds). * Partner with your sales team: Your sales team are on the frontlines and spend a lot of time talking ...
Matt Hodges
Matt Hodges
Head of Product Marketing Craft, AtlassianOctober 31
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 example, our Engage product has a set of core features (available on Engage Lite) that make it possible to send targeted messages to leads and customers. Some of these features are audience targeting, auto messages (email, in-app, and push), and smart campaigns to name a few. There is an optional a...
Matt Hodges
Matt Hodges
Head of Product Marketing Craft, AtlassianOctober 31
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 customers actually need. Those customers come from a variety of backgrounds, industries, and verticals, but their one commonality is their motivation, the Job-to-be-Done. I had to fundamentally change my approach when I joined Intercom. For me, the easiest way to grok the Jobs-to-be-Done methodology...
Credentials & Highlights
Head of Product Marketing Craft at Atlassian
Product Marketing AMA Contributor
Lives In New South Wales, Australia
Knows About Brand Strategy, Platform and Solutions Product Marketing, Messaging
Work With Matt
Product Marketing Manager, Trello (Monetization)
Remote - US
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