In this episode, we chat with Stella Garber, former Head of Marketing at Trello. This episode is fantastic to learn more about bottoms-up adoption, what worked for Trello, what changed when Atlassian acquired them, and how Stella led the team to build a fantastic product.
Why is messaging important in marketing strategies? And how did Trello manage to become such a horizontal product? (4:30)
The importance of focusing your marketing strategy on verticals. (8:00)
How did Trello monetize with their bottoms-up strategy? (10:10)
Brand vs. Demand at Trello? (12:40)
Content at Trello (14:00)
Acquisition by Atlassian and what changed (16:30)
How did the marketing team at Trello operate (18:50)
Blockchain, NFTs, and new tech (20:30)
Stella´s experience as an investor/advisor (25:50)
What is the one thing people get wrong about marketing (26:30)
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Conversation: Bottoms-up marketing with Stella Garber