Content, Briefly Atlassian: Ashley Faus on human-centered marketing in the age of AI
11 snips
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.
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Content Marketing vs. SEO
- Content marketing teams often conflate content marketing with SEO, but SEO is just one distribution channel.
- Content fuels the audience journey across various marketing functions, like email, onboarding, and thought leadership.
Content and Audience Intent
- Content strategy should be based on audience intent (e.g., use, buy, help, learn, trust).
- Different marketing roles focus on different intents, but content remains the common thread.
From Startup to Enterprise SaaS
- Ashley Faus's prior experience at smaller companies involved simpler product structures.
- This contrasts with Atlassian's complex enterprise SaaS model with multiple products, personas, and editions.
