Ashley Faus

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.

Ashley Faus, Gwen Lafage, Spud Rule, and Jane Serra discuss the future of content marketing and how to become a thought leader. They cover establishing credibility, the importance of profile, challenges in content categorization, selecting thought leaders within an organization, and refining personal branding for thought leadership.

Ashley Faus, an expert from Atlassian and author of Human-Centered Marketing, delves into why founder-led brands often stumble in thought leadership. She challenges the notion that executives are always the best thought leaders, urging a more nuanced understanding of expertise. The conversation covers the importance of genuine engagement over high-profile postings, the role of employee advocacy on LinkedIn, and the vital link between trust and effective marketing strategies. Faus emphasizes identifying diverse thought leaders within organizations for impactful content creation.

Ashley Faus, Head of Lifecycle Marketing at Atlassian and a B2B content marketing expert featured in TIME and Forbes, shares her insights on the changing landscape of B2B content. She introduces the concept of a 'content playground' for non-linear engagement and challenges traditional sales funnels. Their discussion includes the need to understand varying content intents, the rise of authenticity in content creation, and the evolving role of AI while stressing the importance of human creativity in marketing strategies.

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.