Atlassian Partner Marketing recently launched a new webinar series to enable partners with effective marketing strategies and best practices to drive app adoption and business growth.
The series kicked off on May 10, 2023, with the introduction of a framework that partners can use to create effective and thoughtful assets that reflect the buyer's journey.
Step 1: Define your audience and goals
There are key considerations when creating marketing assets. The first step is identifying your audience and goals. Doing so will ensure the assets produced intentionally align with your business objectives.
A) New Customers → Potential buyers have a short attention span and want high-level, quick, and engaging information. The goal is to build awareness and convert them to customers. Suggested assets for this audience are social media posts, 30 second elevator pitch demos, and easy-to-digest infographics.
B ) Existing Customers → Customers want a quick, easy and frictionless experience when getting started with a new app. The goal is to retain existing customers and increase their expenditure. A suitable option is offering a quick start guide to get them ramped up and as they mature as a customer, offering a premium version of your app.
Step 2: Create content that converts new customers
Aligning the buyer’s journey with the marketing funnel is vital to guide potential customers through each stage from building awareness, to educating potential buyers about your app, and ultimately converting them into a paying customers. That's why it's important to create tailored content for each stage.
A) Awareness → Create content that captures attention, provides intuitive value and builds trust with potential buyers.
- Suggested assets include educational resources and use cases that can be shared via blogs, videos and infographics
B) Consideration → Address customer pain points directly with your app's features
- Suggested assets include how-to guides, app demos and customer stories of how your app solved a specific customer's business need
C) Conversion → Convert potential buyers into paying customers
- Suggested assets include building app reviews to boost customer confidence (and responding to any negative reviews), and limited time promo codes to drive urgency
Learn how to get plugged into Atlassian Channels:
Atlassian Community
Atlassian Community is a place for customers, admins, partners, and employees to come together and share best practices, ask questions, and connect with one another. Here is how you can start sharing content:
- Make sure you've created an account on www.community.atlassian.com
- Before you can post an "article" in the community, you need to achieve level 3 status. Learn how to reach level three.
- Follow community guidelines when writing your article.
- Click on "Ask the Community +" in the top banner. Then click on "write an article"
- Ensure you are posting in the right groups per the community guidelines above
Atlassian Socials
The Share it With Atlassian program allows partners to submit their published content (non-gated only) to be shared on Atlassian’s social channels.
- Evaluate your content to see if it matches guidelines/topics above
- Open a ticket via the partner service desk to submit your content (Drop down: Partner Marketing support>Share it with Atlassian)
- Please be patient and monitor your ticket for status updates
Appy Hours
During quarterly App Hours, 4 Marketplace Partners go head-to-head for the title of Best App Demo. Partners will have 5 minutes to share their app demo, and customers will be able to vote for the app demo they liked best and ask questions to get more information. Sign up to be considered for a future Appy Hours event.
Atlassian Community Events
Atlassian Community Events are free, user-led meetups happening in cities all over the world. Learn how you can become an ACE leader and host events.
Session Q&A
Q: How can you sign up to host a Community event?
A: You can sign up to host community events on Atlassian Community Events (ACE) by signing up to be a leader in your city. Partners are welcomed to speak on relevant best practices but sales pitches are not permitted. Learn how to become an ACE leader
Q: I'm not sure I'm getting the Partner newsletter you mentioned. How do we subscribe?
A: Marketplace partners have a couple of options for receiving the latest news from Atlassian. The Tech Insider newsletter is delivered straight to your inbox and is focused on best practices for marketing your app. The Marketplace Partner Skim is published monthly on Partner Portal, and covers broader updates like product and platform changes, billing, journey to cloud, etc.
Q: How does Atlassian promote Marketplace apps today?
A: There are numerous ways in which we help promote Marketplace apps, including:
- Blogs about apps in our Work / Life Product & News section
- Quarterly Appy Hours events
- Various community posts, such as Marketplace Partner Spotlights and New Cloud Apps Roundups
- Our Apps & Integrations Digest newsletter
- Atlassian Marketplace Twitter
- Staff Picks & Collections page featuring
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