May 9, 2019

How Atlassian Built its B2B Marketing Strategy

You might think the first step to asteroid mining is to get a rocket ship. Usually you would be right. But on this episode of Renegade Thinkers Unite, Sean Regan, Head of Product Marketing at Atlassian, is taking a different approach. To Sean, mining an asteroid speaks more to the idea that a portion of your marketing, or overall company strategy, has to seek out untapped, sometimes hard-to-reach areas, otherwise you’ll just be chipping away at coal in the same mines as everyone else, looking for small, incremental bumps in value. As Sean says about marketing, “if you’re not nervous about it—even a little bit—there’s a pretty good chance it doesn’t matter.”

At Atlassian, a software developer aimed at improving collaborative productivity for companies, Sean keeps asteroid mining front-and-center when formulating marketing strategies. On today’s episode, join in as he and Drew talk about how to bring emotion and creativity to science-driven marketing, how product development and marketing is contributing to Atlassian’s 100M monthly active user goals, how to get customers to become brand evangelists, and more.

Connect with Sean

Connect with Drew

Quotes from Sean Regan

We don't have a traditional sales force out selling our product. Our product is sold and distributed by our customers, through word of mouth and the actual adoption of using it.
Make smart decisions, but bring emotion and creativity to them. Otherwise, you just show up—and in all marketing you need to show up and stand out.