5 Key Takeaways:
– When building a go-to-market team from the ground up, don’t go straight to demand gen. If your messaging is wrong, you’re just burning cash. Instead follow Harsh’s roadmap: product marketing -> content -> field marketing -> campaigns.
– The best strategy for SaaS Marketing 2.0 is blending product-led growth with account-based marketing.
– SaaS Marketing has evolved from consumerization to humanization. Marketers must delight users and speak to their humanity.
– The most effective leaders are “T-shaped” or “pi-shaped”: They have broad knowledge combined with one or two areas of deep specialization.
– “What you want people to say is, ‘I’m going to miss this when it’s gone and I’m going out of my way to figure out how to bring it back.'” – Harsh Jawharkar
Bio:
Harsh Jawharkar (LinkedIn | Twitter) is currently Head of Enterprise Cloud, Platform, & Ecosystem Marketing at Atlassian. He also has experience in product and marketing at PayPal, Zendesk, and Slack, among other leading technology firms.
For full notes and show notes, click here: http://bit.ly/2XzHPHv
Harsh’s Twitter: twitter.com/hjawharkar
Harsh’s LinkedIn: linkedin.com/in/harsh/
Atlassian: atlassian.com
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