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Atlassian: Ashley Faus on human-centered marketing in the age of AI

Feb 20, 2025

Ashley Faus, Head of Lifecycle Marketing Portfolio at Atlassian and author of 'Human-Centered Marketing,' shares her insights on how to connect with audiences in the AI era. She discusses the complexities of lifecycle marketing and its interplay with audience intent. The conversation also highlights the evolution of inbound marketing in SaaS and the significant shift from traditional sales to product-led growth. Moreover, Ashley gets candid about the emotional journey of writing her book, emphasizing the importance of structure in creative processes.

30:34

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Episode guests

Ashley Faus

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Episode notes

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Quick takeaways

Ashley Faus emphasizes the significance of human-centered marketing in an AI-driven landscape to foster consumer trust and engagement.

The lifecycle marketing strategy at Atlassian aims to enhance customer experiences by integrating upselling and retention efforts tailored to user needs.

Deep dives

Introduction of Co-Working Sessions at Superpath Pro

Superpath Pro recently introduced co-working sessions to enhance user engagement and productivity. These weekly calls allow community members to gather, share their intentions for the session, and work together in a focused manner. Attendees can tackle a variety of tasks, from starting projects to mundane chores, fostering a sense of accountability and collaboration. This initiative is part of a broader commitment to provide valuable resources, including monthly group calls and various Slack channels.

Intro

3min

Exploring Marketing Dynamics at Atlassian

7min

The Evolution of Inbound Marketing in SaaS

3min

Navigating Marketing Disciplines

12min

Navigating the Journey of Writing a Book

5min

In this episode of SuperPath, Jimmy interviews Ashley Faust, Head of Lifecycle Marketing Portfolio at Atlassian. They discuss Ashley’s role, her journey at Atlassian, the intricacies of lifecycle marketing, and the importance of content in various marketing functions.

This episode is brought to you by our friends at Tenspeed. Use this link to schedule a time to learn more, and don't forget to mention "SUPERPATH" to receive an exclusive offer of $1,000 off your first month.

Unlock the secrets to restoring consumer trust and creating impactful marketing journeys with "Human-Centered Marketing" - use code KOGANPAGE20 for an exclusive discount!

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Useful Links:

Website: https://www.atlassian.com/

Ashley on LinkedIn: https://www.linkedin.com/in/ashleyfaus/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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