EP. 37- INTENT is Not Intent! w/ Ashley Faus from Atlassian l Expert Quick Tips

Do This, NOT That: Marketing Tips with Jay Schwedelson l Presented By Marigold

GURU Media Hub

Growth, Education, Email, Business, Revenue, How To, Entrepreneurship, Marketing, Profit, B2b, B2c

5 • 715 Ratings

🗓️ 8 December 2023

⏱️ 18 minutes

🔗️ Recording | iTunes | RSS

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Summary

In this episode of Do This Not That, Jay chats with Ashley Faus, Head of Lifecycle Marketing at Atlassian, about the importance of capturing intent and using explicit CTAs in B2B marketing. They discuss common misconceptions around intent, how to design content and CTAs that attract high-intent leads, and why relying on marketing-qualified leads (MQLs) can hurt both marketing and sales teams. Key Discussion Points - The difference between inferred intent and explicit, stated intent - Titlin...

Transcript

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0:00.0	Welcome to Do This Not That, the podcast for marketers.
0:14.4	You'll walk away from each episode with actionable tips you can test immediately.
0:19.9	You'll hear from the best minds in marketing who will
0:22.5	share tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos
0:29.9	that is our everyday. I'm Jay Schwettleson. Let's do this, not that.
0:39.0	All right, thanks for being here.
0:40.5	Today, we're going to be talking with Ashley Foss.
0:43.3	She is the head of Lifecycle Marketing for Atlassian.
0:47.9	They're one of the biggest players on the planet for task management solutions and software and applications.
0:53.9	They have over 10,000 people.
0:56.0	And she really is exceptional of breaking down what is and what is not intent data.
1:04.8	And I think this is such an important topic because I think marketers get this confused a lot.
1:09.0	Super excited for you to hear from Ashley.
1:10.6	So here we go.
1:11.9	We are back for Do This, Not That, and it's going to be fun.
1:15.1	I know it's going to be fun because we have a special guest.
1:18.5	We have Ashley Foss here, who is the head of lifecycle marketing at Adelassian,
1:25.4	which I always have a hard time saying, which is an amazing company
1:29.8	that works with the overwhelming majority of the Fortune like 100 companies on the planet.
1:36.9	And Ashley could tell us more about that.
1:38.3	But how did Ashley wind up staring at me and I feel bad for her that she is on this thing?
1:42.5	And I'll tell you what.
	...

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