Sales were decreasing over the last 5 years due to client not having much of a digital presence.

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.

The new website should serve various audiences: investors, journalists and other Pharma companies. It should deliver the information in a clear, accessible way, and help users easily understand what the company does.

This company provides virtual music lessons and courses with vetted instructors. Our challenge was cutting through the noise and differentiating the brand in a market that got much more crowded due to Covid-19.