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How to Plan and Execute a Go-to-market Campaign for an Atlassian Add-on

The document outlines a comprehensive guide on planning and executing a go-to-market campaign for an Atlassian Marketplace add-on, emphasizing the importance of understanding buyer personas and creating a unique value proposition. It details the stages of a marketing campaign, including pre-release groundwork, awareness, consideration, decision, and results, as well as providing actionable strategies for each phase. Key elements include building awareness through content, generating demand, conducting private beta tests, and optimizing for conversion post-launch.

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How to Plan and Execute
 a Go-to-Market Campaign for an Atlassian Marketplace Add-on DAVIN PUKULIS | DIRECTOR OF MARKETING | K15T SOFTWARE | @DAVINDOES
Howdy. I’m Davin.
Growth experts Gabriel Weinberg and Justin Mares Spend half of your time on product, and half on getting traction.
Agenda Pre-release groundwork Awareness stage Solution stage Decision stage Results
Pre-release groundwork Build a great launchpad
It’s not about the product, it’s about who it offers value to. RAW MATERIALS
Roles Who are they in their organization? Example: Implementing IT Manager Goals What are they trying to achieve? Example: Tool performance; Usability; Uptime Challenges What are their blockers and pain points? Example: Pressure from MGMT; Budget constraints; Buggy tools; Blame for failure Buyer Personas
Roles Who are they in their organization? Example: Implementing IT Manager Goals What are they trying to achieve? Example: Tool performance; Usability; Uptime Challenges What are their blockers and pain points? Example: Pressure from management; Budget constraints; Buggy software; Blame for failure Buyer Personas
Roles Who are they in their organization? Example: Implementing IT Manager Goals What are they trying to achieve? Example: Tool performance; Usability; Uptime Challenges What are their blockers and pain points? Example: Pressure from management; Budget constraints; Buggy software; Blame for failure Buyer Personas
Roles Who are they in their organization? Example: Implementing IT Manager Goals What are they trying to achieve? Example: Tool performance; Usability; Uptime Challenges What are their blockers and pain points? Example: Pressure from management; Budget constraints; Buggy software; Blame for failure Buyer Personas
Unique value proposition (UVP) How do you meet persona needs better than competitors or the status quo? Benefits and features ‘Why’ do you make life better? = Benefit ‘How’ do you do it? = Feature Search terms (keywords) What will personas search to help solve their problems? Use long tail and competitive analysis Core Messaging
Unique value proposition (UVP) How do you meet persona needs better than competitors or the status quo? Benefits and features ‘Why’ do you make life better? = Benefit ‘How’ do you do it? = Feature Search terms (keywords) What will personas search to help solve their problems? Use long tail and competitive analysis Core Messaging
Unique value proposition (UVP) How do you meet persona needs better than competitors or the status quo? Benefits and features ‘Why’ do you make life better? = Benefit ‘How’ do you do it? = Feature Search terms (keywords) What will personas search to help solve their problems? Use long tail and competitive analysis Core Messaging
Unique value proposition (UVP) How do you meet persona needs better than competitors or the status quo? Benefits and features ‘Why’ do you make life better? = Benefit ‘How’ do you do it? = Feature Search terms (keywords) What will personas search to help solve their problems? Use long tail and competitive analysis Core Messaging
RAW MATERIALS Your product is your baby, name it well Balance SEO value with brand ‘stickiness’
Build demand while you build your add-on GENERATE PRE-RELEASE DEMAND
Landing page Hub for traffic; Include your core messaging; use ‘Get updates’ call-to-action (CTA) Reach out Communicate 1-to-1 with existing contacts and customers in a way that is valuable to them Blog early, blog often Great content brings in solution seekers; Appeal to persona needs and speak with expertise Establish an engaged contact list
Landing page Hub for traffic; Include your core messaging; use ‘Get updates’ call-to-action (CTA) Reach out Communicate 1-to-1 with existing contacts and customers in a way that is valuable to them Blog early, blog often Great content brings in solution seekers; Appeal to persona needs and speak with expertise Establish an engaged contact list
Landing page Hub for traffic; Include your core messaging; use ‘Get updates’ call-to-action (CTA) Reach out Communicate 1-to-1 with existing contacts and customers in a way that is valuable to them Blog early, blog often Great content brings in solution seekers; Appeal to persona needs and speak with expertise Establish an engaged contact list
Landing page Hub for traffic; Include your core messaging; use ‘Get updates’ call-to-action (CTA) Reach out Communicate 1-to-1 with existing contacts and customers in a way that is valuable to them Blog early, blog often Great content brings in solution seekers; Appeal to persona needs and speak with expertise Establish an engaged contact list
RECENT BACKBONE BLOG POSTS Keeping 1st Level and 2nd Level IT Support Teams in Sync Making IT Support Process Easier for Key Accounts Consolidate Multiple JIRA Service Desk Instances Backbone Cloud-to- Cloud JIRA Sync Workaround Synchronize JIRA Instances with Backbone Issue Sync for Data Center 1/2017 2/2017 2/2017 2/2017 3/2017
Private beta test Offers them a new way to be a hero, gives you valuable feedback and early installations Priority access Provide them your best possible service and prioritize their feedback Engage the community Give the Partner community first notice and insider information Partner up with Solution Partners
Private beta test Offers them a new way to be a hero, gives you valuable feedback and early installations Priority access Provide them your best possible service and prioritize their feedback Engage the community Give the Partner community first notice and insider information Partner up with Solution Partners
Private beta test Offers them a new way to be a hero, gives you valuable feedback and early installations Priority access Provide them your best possible service and prioritize their feedback Engage the community Give the Partner community first notice and insider information Partner up with Solution Partners
Private beta test Offers them a new way to be a hero, gives you valuable feedback and early installations Priority access Provide them your best possible service and prioritize their feedback Engage the community Give the Partner community first notice and insider information Partner up with Solution Partners
PRIVATE BETA Private betas are valuable for both sides.
Backbone allows us to greatly improve the support experience for both our team and our customers. PRIVATE BETA USER, 1ST MARKETPLACE REVIEW
Blast off 
 like a boss PREP AND GO LIVE
Launch list Atlassian Marketplace listing • Unique value proposition • Key benefits • Key features • Search terms • Professional screenshots • Professional UPM banner Website content • Landing page • Promo (banners, etc) • Blog post • Documentation Other collateral • Email • Social media posts • Press release • Live event material: • Print • Roll-up banner • Clever swag
Launch list Atlassian Marketplace listing • Unique value proposition • Key benefits • Key features • Search terms • Professional screenshots • Professional UPM banner Website content • Landing page • Promo (banners, etc) • Blog post • Documentation Other collateral • Email • Social media posts • Press release • Live event material: • Print • Roll-up banner • Clever swag
Launch list Atlassian Marketplace listing • Unique value proposition • Key benefits • Key features • Search terms • Professional screenshots • Professional UPM banner Website content • Landing page • Promo (banners, etc) • Blog post • Documentation Other collateral • Email • Social media posts • Press release • Live event material: • Print • Roll-up banner • Clever swag
Take flight! Coordinate your release across all channels and remember to include Marketplace approval times. With all the launch prep you’ve done, going live should be smooth sailing.
PREP AND GO LIVE You’re airborne! . . . now what?
Awareness stage I have a sore throat, fever, and collaborating with my team makes me achy all over. What’s wrong with me? Consideration stage Aha! I have strep throat! What are my options for relieving or curing my symptoms? Decision stage I can see my primary care physician, go to a clinic, or go to the ER. The ER costs a lot, but I have health insurance. Buyer’s journey
Awareness stage I have a sore throat, fever, and collaborating with my team makes me achy all over. What’s wrong with me? Consideration stage Aha! I have strep throat! What are my options for relieving or curing my symptoms? Decision stage I can see my primary care physician, go to a clinic, or go to the ER. The ER costs a lot, but I have health insurance. Buyer’s journey
Awareness stage I have a sore throat, fever, and collaborating with my team makes me achy all over. What’s wrong with me? Consideration stage Aha! I have strep throat! What are my options for relieving or curing my symptoms? Decision stage I can see my primary care physician, go to a clinic, or go to the ER. The ER costs a lot, but I have health insurance. Buyer’s journey
Awareness stage I have a sore throat, fever, and collaborating with my team makes me achy all over. What’s wrong with me? Consideration stage Aha! I have strep throat! What are my options for relieving or curing my symptoms? Decision stage I can see my primary care physician, go to a clinic, or go to the ER. The ER costs a lot, but I have health insurance. Buyer’s journey
Awareness stage Top-of-funnel – it’s about education
Make them aware of their problem – and of your expertise.
Desired action: Increase page views and convert viewers to contacts AWARENESS STAGE
Landing page Still main hub for web traffic; Keep core messaging; Add features; Keep ‘Get updates’ CTA Blog more Drive your website’s SEO authority with a relentless stream of high-quality content Distribute across channels • Email • Social media • LinkedIn • Twitter • Xing Website content • Professional communities • Product Hunt • LinkedIn groups • Relevant professional forums
Landing page Still main hub for web traffic; Keep core messaging; Add features; Keep ‘Get updates’ CTA Distribute across channels • Email • Social media • LinkedIn • Twitter • Xing Website content • Professional communities • Product Hunt • LinkedIn groups • Relevant professional forums Blog more Drive your website’s SEO authority with a relentless stream of high-quality content
Landing page Still main hub for web traffic; Keep core messaging; Add features; Keep ‘Get updates’ CTA Distribute across channels • Email • Social media • LinkedIn • Twitter • Xing Website content • Professional communities • Product Hunt • LinkedIn groups • Relevant professional forums Blog more Drive your website’s SEO authority with a relentless stream of high-quality content
2035 unique visitors to Backbone blog posts
AWARENESS STAGE Introductory webinars 
 for groups
Consideration stage Middle-of-funnel – it’s about solutions
Make them consider the potential solutions (yours included) to the problem.
Desired action: Request a demo or product trial CONSIDERATION STAGE
Losses loom larger [in the mind] than gains. KAHNEMAN & TVERSKY, 1979
Landing page Additional CTA: Request a demo Don’t stop the blogging Address problems of the status quo, and speak to specific challenges of specific groups, e.g.: • Keeping 1st Level and 2nd Level IT Support Teams in Sync • Best Tool for Creating Employee Handbooks – Confluence vs. Word Stories of success Seeing is believing – tell customer success stories on your site and with press releases Website content
Landing page Additional CTA: Request a demo Don’t stop the blogging Address problems of the status quo, and speak to specific challenges of specific groups, e.g.: • Keeping 1st Level and 2nd Level IT Support Teams in Sync • Best Tool for Creating Employee Handbooks – Confluence vs. Word Stories of success Seeing is believing – tell customer success stories on your site and with press releases Website content
Landing page Additional CTA: Request a demo Don’t stop the blogging Address problems of the status quo, and speak to specific challenges of specific groups, e.g.: • Keeping 1st Level and 2nd Level IT Support Teams in Sync • Best Tool for Creating Employee Handbooks – Confluence vs. Word Stories of success Seeing is believing – tell customer success stories on your site and with press releases Website content
EMAIL Demonstrate Expertise Draw an engaged audience to your high-quality blog content Nurture Drip email campaigns keep information flowing and interested contacts warm Continuous improvement Roll out feature enhancements as your add-ons evolve
EMAIL Demonstrate Expertise Draw an engaged audience to your high-quality blog content Nurture Drip email campaigns keep information flowing and interested contacts warm Continuous improvement Roll out feature enhancements as your add-ons evolve
EMAIL Demonstrate Expertise Draw an engaged audience to your high-quality blog content Nurture Drip email campaigns keep information flowing and interested contacts warm Continuous improvement Roll out feature enhancements as your add-ons evolve
EMAIL Demonstrate Expertise Draw an engaged audience to your high-quality blog content Nurture Drip email campaigns keep information flowing and interested contacts warm Continuous improvement Roll out feature enhancements as your add-ons evolve
Live events Take your message on the road and go to where your personas are, e.g. trade shows and AUGs Crash course videos Show how to dive in and achieve success quickly with your add-on Evolve social media use Fight the status quo and address specific persona needs while expanding reach with paid social Other tactics
Live events Take your message on the road and go to where your personas are, e.g. trade shows and AUGs Crash course videos Show how to dive in and achieve success quickly with your add-on Evolve social media use Fight the status quo and address specific persona needs while expanding reach with paid social Other tactics
Live events Take your message on the road and go to where your personas are, e.g. trade shows and AUGs Crash course videos Show how to dive in and achieve success quickly with your add-on Evolve social media use Fight the status quo and address specific persona needs while expanding reach with paid social Other tactics
Decision stage Bottom-of-funnel – it’s about persuasion
Convince them that your solution is the right one.
Desired action: Product trial or purchase DECISION STAGE
Evaluation nurture drip Help those who try your add-on achieve a speedy, successful liftoff Onboarding success drip Make your customers heroes, and convert them into evangelists Make time for one-to-one This stage can be very ‘high touch’ – be sure there are team resources in place Email
Evaluation nurture drip Help those who try your add-on achieve a speedy, successful liftoff Onboarding success drip Make your customers heroes, and convert them into evangelists Make time for one-to-one This stage can be very ‘high touch’ – be sure there are team resources in place Email
Evaluation nurture drip Help those who try your add-on achieve a speedy, successful liftoff Onboarding success drip Make your customers heroes, and convert them into evangelists Make time for one-to-one This stage can be very ‘high touch’ – be sure there are team resources in place Email
Evaluation nurture drip Help those who try your add-on achieve a speedy, successful liftoff Onboarding success drip Make your customers heroes, and convert them into evangelists Make time for one-to-one This stage can be very ‘high touch’ – be sure there are team resources in place Email
WEBSITE Alternate
 landing pages Speak more specifically to the needs of your target personas White papers Provide enough in-depth information to convince the whole team Call to action ‘Try it free’ – They’re now ready for a one-click option
WEBSITE Alternate
 landing pages Speak more specifically to the needs of your target personas White papers Provide enough in-depth information to convince the whole team Call to action ‘Try it free’ – They’re now ready for a one-click option
WEBSITE Alternate
 landing pages Speak more specifically to the needs of your target personas White papers Provide enough in-depth information to convince the whole team Call to action ‘Try it free’ – They’re now ready for a one-click option
Topical webinars Focus on specific functionality or solving problems for a vertical One-to-one webinars Find your ‘big fish’ evaluators and customers and offer them personal webinars Enablement portal Create a group of evangelists outside your org who get special access to marketing material Other tactics
Topical webinars Focus on specific functionality or solving problems for a vertical One-to-one webinars Find your ‘big fish’ evaluators and customers and offer them personal webinars Enablement portal Create a group of evangelists outside your org who get special access to marketing material Other tactics
Topical webinars Focus on specific functionality or solving problems for a vertical One-to-one webinars Find your ‘big fish’ evaluators and customers and offer them personal webinars Enablement portal Create a group of evangelists outside your org who get special access to marketing material Other tactics
Results How has this gone for Backbone Issue Sync?
Smart launch planning Use the resources you have wisely and realistically Backbone Issue Sync 
 go-to-market campaign 3-person team used approximately 20% of manpower resources over one year Marketing staff ROI From 1.5 to 3.5 staff in 2016; 90% increase in web traffic, 42% increase in evals, 43% in sales Be strategic about your go-to-market
Smart launch planning Use the resources you have wisely and realistically Backbone Issue Sync 
 go-to-market campaign 3-person team used approximately 20% of manpower resources over one year Marketing staff ROI From 1.5 to 3.5 staff in 2016; 90% increase in web traffic, 42% increase in evals, 43% in sales Be strategic about your go-to-market
Smart launch planning Use the resources you have wisely and realistically Backbone Issue Sync 
 go-to-market campaign 3-person team used approximately 20% of manpower resources over one year Marketing staff ROI From 1.5 to 3.5 staff in 2016; 90% increase in web traffic, 42% increase in evals, 43% in sales Be strategic about your go-to-market
Smart launch planning Use the resources you have wisely and realistically Backbone Issue Sync 
 go-to-market campaign 3-person team used approximately 20% of manpower resources over one year Marketing staff ROI From 1.5 to 3.5 staff in 2016; 90% increase in web traffic, 42% increase in evals, 43% in sales Be strategic about your go-to-market
52,158 pageviews Total of Atlassian Marketplace plus k15t.com 1,017 engaged contacts Email contacts known to be interested in Backbone 49% open rate 14% click rate Software industry averages: 21% open rate 2% click rate Backbone top-of-funnel results
52,158 pageviews Total of Atlassian Marketplace plus k15t.com 1,017 engaged contacts Email contacts known to be interested in Backbone 49% open rate 14% click rate Software industry averages: 21% open rate 2% click rate Backbone top-of-funnel results
52,158 pageviews Total of Atlassian Marketplace plus k15t.com 1,017 engaged contacts Email contacts known to be interested in Backbone 49% open rate 14% click rate Software industry averages: 21% open rate 2% click rate Backbone top-of-funnel results
832 evaluations Total evaluations for server and cloud 270 active installations Total active installations for server and cloud 187 add-on purchases Total purchases for server and cloud Backbone bottom-of-funnel results
832 evaluations Total evaluations for server and cloud 270 active installations Total active installations for server and cloud 187 add-on purchases Total purchases for server and cloud Backbone bottom-of-funnel results
832 evaluations Total evaluations for server and cloud 270 active installations Total active installations for server and cloud 187 add-on purchases Total purchases for server and cloud Backbone bottom-of-funnel results
832 evaluations Total evaluations for server and cloud 270 active installations Total active installations for server and cloud 187 add-on purchases Total purchases for server and cloud Backbone bottom-of-funnel results
References Just a few favorites Strategy and tactics http://okdork.com/blog/ http://www.coelevate.com/essays/ https://blog.intercom.com/category/marketing/ https://blog.hubspot.com/marketing Traction, Gabriel Weinberg and Justin Mares, 2015 SEO https://moz.com/blog http://searchengineland.com/ Atlassian Marketplace https://developer.atlassian.com/market/how-to- market-your-add-on
Thank you! DAVIN PUKULIS | DIRECTOR OF MARKETING | K15T SOFTWARE | @DAVINDOES

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How to Plan and Execute a Go-to-market Campaign for an Atlassian Add-on

  • 1.
    How to Planand Execute
 a Go-to-Market Campaign for an Atlassian Marketplace Add-on DAVIN PUKULIS | DIRECTOR OF MARKETING | K15T SOFTWARE | @DAVINDOES
  • 2.
  • 3.
    Growth experts GabrielWeinberg and Justin Mares Spend half of your time on product, and half on getting traction.
  • 4.
  • 5.
  • 6.
    It’s not aboutthe product, it’s about who it offers value to. RAW MATERIALS
  • 7.
    Roles Who are theyin their organization? Example: Implementing IT Manager Goals What are they trying to achieve? Example: Tool performance; Usability; Uptime Challenges What are their blockers and pain points? Example: Pressure from MGMT; Budget constraints; Buggy tools; Blame for failure Buyer Personas
  • 8.
    Roles Who are theyin their organization? Example: Implementing IT Manager Goals What are they trying to achieve? Example: Tool performance; Usability; Uptime Challenges What are their blockers and pain points? Example: Pressure from management; Budget constraints; Buggy software; Blame for failure Buyer Personas
  • 9.
    Roles Who are theyin their organization? Example: Implementing IT Manager Goals What are they trying to achieve? Example: Tool performance; Usability; Uptime Challenges What are their blockers and pain points? Example: Pressure from management; Budget constraints; Buggy software; Blame for failure Buyer Personas
  • 10.
    Roles Who are theyin their organization? Example: Implementing IT Manager Goals What are they trying to achieve? Example: Tool performance; Usability; Uptime Challenges What are their blockers and pain points? Example: Pressure from management; Budget constraints; Buggy software; Blame for failure Buyer Personas
  • 11.
    Unique value proposition(UVP) How do you meet persona needs better than competitors or the status quo? Benefits and features ‘Why’ do you make life better? = Benefit ‘How’ do you do it? = Feature Search terms (keywords) What will personas search to help solve their problems? Use long tail and competitive analysis Core Messaging
  • 12.
    Unique value proposition(UVP) How do you meet persona needs better than competitors or the status quo? Benefits and features ‘Why’ do you make life better? = Benefit ‘How’ do you do it? = Feature Search terms (keywords) What will personas search to help solve their problems? Use long tail and competitive analysis Core Messaging
  • 13.
    Unique value proposition(UVP) How do you meet persona needs better than competitors or the status quo? Benefits and features ‘Why’ do you make life better? = Benefit ‘How’ do you do it? = Feature Search terms (keywords) What will personas search to help solve their problems? Use long tail and competitive analysis Core Messaging
  • 14.
    Unique value proposition(UVP) How do you meet persona needs better than competitors or the status quo? Benefits and features ‘Why’ do you make life better? = Benefit ‘How’ do you do it? = Feature Search terms (keywords) What will personas search to help solve their problems? Use long tail and competitive analysis Core Messaging
  • 15.
    RAW MATERIALS Your productis your baby, name it well Balance SEO value with brand ‘stickiness’
  • 16.
    Build demand while youbuild your add-on GENERATE PRE-RELEASE DEMAND
  • 17.
    Landing page Hub fortraffic; Include your core messaging; use ‘Get updates’ call-to-action (CTA) Reach out Communicate 1-to-1 with existing contacts and customers in a way that is valuable to them Blog early, blog often Great content brings in solution seekers; Appeal to persona needs and speak with expertise Establish an engaged contact list
  • 18.
    Landing page Hub fortraffic; Include your core messaging; use ‘Get updates’ call-to-action (CTA) Reach out Communicate 1-to-1 with existing contacts and customers in a way that is valuable to them Blog early, blog often Great content brings in solution seekers; Appeal to persona needs and speak with expertise Establish an engaged contact list
  • 19.
    Landing page Hub fortraffic; Include your core messaging; use ‘Get updates’ call-to-action (CTA) Reach out Communicate 1-to-1 with existing contacts and customers in a way that is valuable to them Blog early, blog often Great content brings in solution seekers; Appeal to persona needs and speak with expertise Establish an engaged contact list
  • 20.
    Landing page Hub fortraffic; Include your core messaging; use ‘Get updates’ call-to-action (CTA) Reach out Communicate 1-to-1 with existing contacts and customers in a way that is valuable to them Blog early, blog often Great content brings in solution seekers; Appeal to persona needs and speak with expertise Establish an engaged contact list
  • 21.
    RECENT BACKBONE BLOGPOSTS Keeping 1st Level and 2nd Level IT Support Teams in Sync Making IT Support Process Easier for Key Accounts Consolidate Multiple JIRA Service Desk Instances Backbone Cloud-to- Cloud JIRA Sync Workaround Synchronize JIRA Instances with Backbone Issue Sync for Data Center 1/2017 2/2017 2/2017 2/2017 3/2017
  • 22.
    Private beta test Offersthem a new way to be a hero, gives you valuable feedback and early installations Priority access Provide them your best possible service and prioritize their feedback Engage the community Give the Partner community first notice and insider information Partner up with Solution Partners
  • 23.
    Private beta test Offersthem a new way to be a hero, gives you valuable feedback and early installations Priority access Provide them your best possible service and prioritize their feedback Engage the community Give the Partner community first notice and insider information Partner up with Solution Partners
  • 24.
    Private beta test Offersthem a new way to be a hero, gives you valuable feedback and early installations Priority access Provide them your best possible service and prioritize their feedback Engage the community Give the Partner community first notice and insider information Partner up with Solution Partners
  • 25.
    Private beta test Offersthem a new way to be a hero, gives you valuable feedback and early installations Priority access Provide them your best possible service and prioritize their feedback Engage the community Give the Partner community first notice and insider information Partner up with Solution Partners
  • 26.
    PRIVATE BETA Private betasare valuable for both sides.
  • 27.
    Backbone allows usto greatly improve the support experience for both our team and our customers. PRIVATE BETA USER, 1ST MARKETPLACE REVIEW
  • 28.
    Blast off 
 likea boss PREP AND GO LIVE
  • 29.
    Launch list Atlassian Marketplace listing •Unique value proposition • Key benefits • Key features • Search terms • Professional screenshots • Professional UPM banner Website content • Landing page • Promo (banners, etc) • Blog post • Documentation Other collateral • Email • Social media posts • Press release • Live event material: • Print • Roll-up banner • Clever swag
  • 30.
    Launch list Atlassian Marketplace listing •Unique value proposition • Key benefits • Key features • Search terms • Professional screenshots • Professional UPM banner Website content • Landing page • Promo (banners, etc) • Blog post • Documentation Other collateral • Email • Social media posts • Press release • Live event material: • Print • Roll-up banner • Clever swag
  • 31.
    Launch list Atlassian Marketplace listing •Unique value proposition • Key benefits • Key features • Search terms • Professional screenshots • Professional UPM banner Website content • Landing page • Promo (banners, etc) • Blog post • Documentation Other collateral • Email • Social media posts • Press release • Live event material: • Print • Roll-up banner • Clever swag
  • 32.
    Take flight! Coordinate yourrelease across all channels and remember to include Marketplace approval times. With all the launch prep you’ve done, going live should be smooth sailing.
  • 33.
    PREP AND GOLIVE You’re airborne! . . . now what?
  • 34.
    Awareness stage I havea sore throat, fever, and collaborating with my team makes me achy all over. What’s wrong with me? Consideration stage Aha! I have strep throat! What are my options for relieving or curing my symptoms? Decision stage I can see my primary care physician, go to a clinic, or go to the ER. The ER costs a lot, but I have health insurance. Buyer’s journey
  • 35.
    Awareness stage I havea sore throat, fever, and collaborating with my team makes me achy all over. What’s wrong with me? Consideration stage Aha! I have strep throat! What are my options for relieving or curing my symptoms? Decision stage I can see my primary care physician, go to a clinic, or go to the ER. The ER costs a lot, but I have health insurance. Buyer’s journey
  • 36.
    Awareness stage I havea sore throat, fever, and collaborating with my team makes me achy all over. What’s wrong with me? Consideration stage Aha! I have strep throat! What are my options for relieving or curing my symptoms? Decision stage I can see my primary care physician, go to a clinic, or go to the ER. The ER costs a lot, but I have health insurance. Buyer’s journey
  • 37.
    Awareness stage I havea sore throat, fever, and collaborating with my team makes me achy all over. What’s wrong with me? Consideration stage Aha! I have strep throat! What are my options for relieving or curing my symptoms? Decision stage I can see my primary care physician, go to a clinic, or go to the ER. The ER costs a lot, but I have health insurance. Buyer’s journey
  • 38.
  • 39.
    Make them awareof their problem – and of your expertise.
  • 40.
    Desired action: Increase pageviews and convert viewers to contacts AWARENESS STAGE
  • 42.
    Landing page Still mainhub for web traffic; Keep core messaging; Add features; Keep ‘Get updates’ CTA Blog more Drive your website’s SEO authority with a relentless stream of high-quality content Distribute across channels • Email • Social media • LinkedIn • Twitter • Xing Website content • Professional communities • Product Hunt • LinkedIn groups • Relevant professional forums
  • 43.
    Landing page Still mainhub for web traffic; Keep core messaging; Add features; Keep ‘Get updates’ CTA Distribute across channels • Email • Social media • LinkedIn • Twitter • Xing Website content • Professional communities • Product Hunt • LinkedIn groups • Relevant professional forums Blog more Drive your website’s SEO authority with a relentless stream of high-quality content
  • 44.
    Landing page Still mainhub for web traffic; Keep core messaging; Add features; Keep ‘Get updates’ CTA Distribute across channels • Email • Social media • LinkedIn • Twitter • Xing Website content • Professional communities • Product Hunt • LinkedIn groups • Relevant professional forums Blog more Drive your website’s SEO authority with a relentless stream of high-quality content
  • 45.
    2035 unique visitors toBackbone blog posts
  • 46.
  • 47.
  • 48.
    Make them considerthe potential solutions (yours included) to the problem.
  • 49.
    Desired action: Request ademo or product trial CONSIDERATION STAGE
  • 50.
    Losses loom larger [inthe mind] than gains. KAHNEMAN & TVERSKY, 1979
  • 51.
    Landing page Additional CTA:Request a demo Don’t stop the blogging Address problems of the status quo, and speak to specific challenges of specific groups, e.g.: • Keeping 1st Level and 2nd Level IT Support Teams in Sync • Best Tool for Creating Employee Handbooks – Confluence vs. Word Stories of success Seeing is believing – tell customer success stories on your site and with press releases Website content
  • 52.
    Landing page Additional CTA:Request a demo Don’t stop the blogging Address problems of the status quo, and speak to specific challenges of specific groups, e.g.: • Keeping 1st Level and 2nd Level IT Support Teams in Sync • Best Tool for Creating Employee Handbooks – Confluence vs. Word Stories of success Seeing is believing – tell customer success stories on your site and with press releases Website content
  • 53.
    Landing page Additional CTA:Request a demo Don’t stop the blogging Address problems of the status quo, and speak to specific challenges of specific groups, e.g.: • Keeping 1st Level and 2nd Level IT Support Teams in Sync • Best Tool for Creating Employee Handbooks – Confluence vs. Word Stories of success Seeing is believing – tell customer success stories on your site and with press releases Website content
  • 55.
    EMAIL Demonstrate Expertise Draw an engagedaudience to your high-quality blog content Nurture Drip email campaigns keep information flowing and interested contacts warm Continuous improvement Roll out feature enhancements as your add-ons evolve
  • 56.
    EMAIL Demonstrate Expertise Draw an engagedaudience to your high-quality blog content Nurture Drip email campaigns keep information flowing and interested contacts warm Continuous improvement Roll out feature enhancements as your add-ons evolve
  • 57.
    EMAIL Demonstrate Expertise Draw an engagedaudience to your high-quality blog content Nurture Drip email campaigns keep information flowing and interested contacts warm Continuous improvement Roll out feature enhancements as your add-ons evolve
  • 58.
    EMAIL Demonstrate Expertise Draw an engagedaudience to your high-quality blog content Nurture Drip email campaigns keep information flowing and interested contacts warm Continuous improvement Roll out feature enhancements as your add-ons evolve
  • 59.
    Live events Take yourmessage on the road and go to where your personas are, e.g. trade shows and AUGs Crash course videos Show how to dive in and achieve success quickly with your add-on Evolve social media use Fight the status quo and address specific persona needs while expanding reach with paid social Other tactics
  • 60.
    Live events Take yourmessage on the road and go to where your personas are, e.g. trade shows and AUGs Crash course videos Show how to dive in and achieve success quickly with your add-on Evolve social media use Fight the status quo and address specific persona needs while expanding reach with paid social Other tactics
  • 61.
    Live events Take yourmessage on the road and go to where your personas are, e.g. trade shows and AUGs Crash course videos Show how to dive in and achieve success quickly with your add-on Evolve social media use Fight the status quo and address specific persona needs while expanding reach with paid social Other tactics
  • 62.
  • 63.
    Convince them thatyour solution is the right one.
  • 64.
    Desired action: Product trialor purchase DECISION STAGE
  • 65.
    Evaluation nurture drip Helpthose who try your add-on achieve a speedy, successful liftoff Onboarding success drip Make your customers heroes, and convert them into evangelists Make time for one-to-one This stage can be very ‘high touch’ – be sure there are team resources in place Email
  • 66.
    Evaluation nurture drip Helpthose who try your add-on achieve a speedy, successful liftoff Onboarding success drip Make your customers heroes, and convert them into evangelists Make time for one-to-one This stage can be very ‘high touch’ – be sure there are team resources in place Email
  • 67.
    Evaluation nurture drip Helpthose who try your add-on achieve a speedy, successful liftoff Onboarding success drip Make your customers heroes, and convert them into evangelists Make time for one-to-one This stage can be very ‘high touch’ – be sure there are team resources in place Email
  • 68.
    Evaluation nurture drip Helpthose who try your add-on achieve a speedy, successful liftoff Onboarding success drip Make your customers heroes, and convert them into evangelists Make time for one-to-one This stage can be very ‘high touch’ – be sure there are team resources in place Email
  • 69.
    WEBSITE Alternate
 landing pages Speak morespecifically to the needs of your target personas White papers Provide enough in-depth information to convince the whole team Call to action ‘Try it free’ – They’re now ready for a one-click option
  • 70.
    WEBSITE Alternate
 landing pages Speak morespecifically to the needs of your target personas White papers Provide enough in-depth information to convince the whole team Call to action ‘Try it free’ – They’re now ready for a one-click option
  • 71.
    WEBSITE Alternate
 landing pages Speak morespecifically to the needs of your target personas White papers Provide enough in-depth information to convince the whole team Call to action ‘Try it free’ – They’re now ready for a one-click option
  • 72.
    Topical webinars Focus onspecific functionality or solving problems for a vertical One-to-one webinars Find your ‘big fish’ evaluators and customers and offer them personal webinars Enablement portal Create a group of evangelists outside your org who get special access to marketing material Other tactics
  • 73.
    Topical webinars Focus onspecific functionality or solving problems for a vertical One-to-one webinars Find your ‘big fish’ evaluators and customers and offer them personal webinars Enablement portal Create a group of evangelists outside your org who get special access to marketing material Other tactics
  • 74.
    Topical webinars Focus onspecific functionality or solving problems for a vertical One-to-one webinars Find your ‘big fish’ evaluators and customers and offer them personal webinars Enablement portal Create a group of evangelists outside your org who get special access to marketing material Other tactics
  • 75.
    Results How has thisgone for Backbone Issue Sync?
  • 76.
    Smart launch planning Usethe resources you have wisely and realistically Backbone Issue Sync 
 go-to-market campaign 3-person team used approximately 20% of manpower resources over one year Marketing staff ROI From 1.5 to 3.5 staff in 2016; 90% increase in web traffic, 42% increase in evals, 43% in sales Be strategic about your go-to-market
  • 77.
    Smart launch planning Usethe resources you have wisely and realistically Backbone Issue Sync 
 go-to-market campaign 3-person team used approximately 20% of manpower resources over one year Marketing staff ROI From 1.5 to 3.5 staff in 2016; 90% increase in web traffic, 42% increase in evals, 43% in sales Be strategic about your go-to-market
  • 78.
    Smart launch planning Usethe resources you have wisely and realistically Backbone Issue Sync 
 go-to-market campaign 3-person team used approximately 20% of manpower resources over one year Marketing staff ROI From 1.5 to 3.5 staff in 2016; 90% increase in web traffic, 42% increase in evals, 43% in sales Be strategic about your go-to-market
  • 79.
    Smart launch planning Usethe resources you have wisely and realistically Backbone Issue Sync 
 go-to-market campaign 3-person team used approximately 20% of manpower resources over one year Marketing staff ROI From 1.5 to 3.5 staff in 2016; 90% increase in web traffic, 42% increase in evals, 43% in sales Be strategic about your go-to-market
  • 80.
    52,158 pageviews Total of Atlassian Marketplaceplus k15t.com 1,017 engaged contacts Email contacts known to be interested in Backbone 49% open rate 14% click rate Software industry averages: 21% open rate 2% click rate Backbone top-of-funnel results
  • 81.
    52,158 pageviews Total of Atlassian Marketplaceplus k15t.com 1,017 engaged contacts Email contacts known to be interested in Backbone 49% open rate 14% click rate Software industry averages: 21% open rate 2% click rate Backbone top-of-funnel results
  • 82.
    52,158 pageviews Total of Atlassian Marketplaceplus k15t.com 1,017 engaged contacts Email contacts known to be interested in Backbone 49% open rate 14% click rate Software industry averages: 21% open rate 2% click rate Backbone top-of-funnel results
  • 83.
    832 evaluations Total evaluationsfor server and cloud 270 active installations Total active installations for server and cloud 187 add-on purchases Total purchases for server and cloud Backbone bottom-of-funnel results
  • 84.
    832 evaluations Total evaluationsfor server and cloud 270 active installations Total active installations for server and cloud 187 add-on purchases Total purchases for server and cloud Backbone bottom-of-funnel results
  • 85.
    832 evaluations Total evaluationsfor server and cloud 270 active installations Total active installations for server and cloud 187 add-on purchases Total purchases for server and cloud Backbone bottom-of-funnel results
  • 86.
    832 evaluations Total evaluationsfor server and cloud 270 active installations Total active installations for server and cloud 187 add-on purchases Total purchases for server and cloud Backbone bottom-of-funnel results
  • 87.
    References Just a few favorites Strategyand tactics http://okdork.com/blog/ http://www.coelevate.com/essays/ https://blog.intercom.com/category/marketing/ https://blog.hubspot.com/marketing Traction, Gabriel Weinberg and Justin Mares, 2015 SEO https://moz.com/blog http://searchengineland.com/ Atlassian Marketplace https://developer.atlassian.com/market/how-to- market-your-add-on
  • 88.
    Thank you! DAVIN PUKULIS| DIRECTOR OF MARKETING | K15T SOFTWARE | @DAVINDOES