The Marketing Millennials

260 - The Marketing Funnel is Dead, Use This Instead, with Ashley Faus of Atlassian

May 30, 2024

43:18

Snipd AI

Ashley Faus, Head of Lifecycle Marketing at Atlassian, discusses the death of the marketing funnel and the shift towards a playground approach. She emphasizes understanding audience intent, creating modular content, and finding the right distribution channels. Ashley highlights the importance of treating content as a product, mastering problem and solution spaces, and ungating most content for wider reach.

AI Summary

AI Chapters

Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Focus on understanding audience intentions beyond buy and use intents.

Shift from the traditional marketing funnel to a more dynamic 'playground' approach for customer journeys.

Emphasize the importance of aligning content with diverse audience intentions like learn, help, trust, and affinity.

Deep dives

Content Depths Model: Conceptual, Strategic, and Tactical

The podcast episode introduces a new model for content depths, consisting of three levels: conceptual, strategic, and tactical. The conceptual level focuses on the 'what' and 'why' of ideas, helping the audience understand the problem space. Strategic dives into key knowledge components, tools needed to make ideas a reality, and tactical provides practical steps and everyday habits. This model differs from traditional funnel stages by emphasizing addressing audience problems, solutions, and knowledge.

Introduction

3min

Rethinking the Marketing Funnel: A Playground Approach

28min

Creating Platform-Specific Engaging Content

3min

Transitioning from Marketing Funnel to Playground Model for Customer Engagement

4min

Creating Exceptional Content and Removing Gated Restrictions for Better Engagement

3min

The funnel is dead, use the playground instead. Have I lost my mind— or has my latest guest finally convinced me to put the marketing funnel to eternal rest?

Ashley Faus, Head of Lifecycle Marketing at Atlassian and author of numerous published articles on TIME, Forbes, Marketing Profs, and The Muse has A LOT of thoughts on how marketers can more effectively reach their target audience. She’s got plenty of actionable tips for marketers who are struggling to find the right distribution channels for their content.

She chats with me about why it’s so important to understand your audience's intentions and how, by removing content barriers and creating modular content, you can easily elevate your strategy across multiple platforms.

00:00:02 - Marketing Millennials Podcast: Content Creation

00:01:38 - Funnel is Dead, Use Playground Instead

00:08:17 - Exploring Content Depths: Conceptual, Strategic, Tactical

00:10:46 - Focus on Buy and Use Intent

00:17:44 - Treat Your Content as Product

00:22:08 - Finding the Right Content Distribution

00:23:49 - Product Consumption Across Different Platforms

00:25:13 - Deepen Your Content Strategy Narrative

00:32:01 - Mastering Problem and Solution Spaces

00:37:11 - Mapping Content Depth and Intent

00:41:41 - Ungate 99% of Your Content

Follow Ashley: