Atlassian, a B2B workplace collaboration software company, was heading towards a cloud-first future where it needed to move its marketing processes from being focused on high-touch single product journeys to now self-serve (user onboards on their own), low-touch (light chat support based on bronze/silver status) and high-touch (gold status, enterprise customers) across many products and apps.

The technology, marketing and sales teams were misaligned, and looked for a partner who could speak marketing + sales + technology, which was the role I played. My responsibility was in leading product managers and program managers to enable strategies in lifecycle marketing (prospects growth, lead acquisition, nurture programming, conversion and retention) and move freemium users through the upgrade path, with the goal of activating low-CAC flywheel marketing.

We were tasked with uncovering potential audiences, testing messaging and visuals, as well as landing pages, to understand and project potential KPIs.

Once we had initial benchmarks, our goal was to improve the performance, polish the messaging, and help the client raise the necessary capital by showcasing initial achievements.

Maddle was launching their first product line and wanted a full-force digital marketing agency that could take the project to life.

Increase revenue and leads through innovative marketing strategies.