Atlassian is a company that many of you may know by name. They make Jira, Confluence and have added great tools like Trello and Loom to their portfolio. Atlassian’s amazing success has been powered by Product-Led Growth (PLG) and, more recently, community-led growth that focuses on empowering practitioners and advocates. The customer education team, as part of the larger Community team within marketing, has evolved from a narrowly focused P&L selling hands-on training to a scaled success engine that creates value at every stage of the customer's journey. To date, the Atlassian team has: - Collaborated with data science to show learning’s impact on business metrics - Built a headless tech stack and modularized content for greater accessibility - Integrated learning with community, advocacy, and customer-led programs - Expanded social learning, event-based education, and global partner reach During this webinar, discover how Atlassian is designing learning interventions that meet customers where they are—from scaled self-serve to tailored live experiences—all to support a more collaborative, productive future of work.
Tearing Down the Walls: The Next Stage of Customer Learning at Atlassian
During this webinar, discover how Atlassian is designing the future of learning interventions.
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About this Session
Atlassian is a company that many of you may know by name. They make Jira, Confluence and have added great tools like Trello and Loom to their portfolio. Atlassian’s amazing success has been powered by Product-Led Growth (PLG) and, more recently, community-led growth that focuses on empowering practitioners and advocates. The customer education team, as part of the larger Community team within marketing, has evolved from a narrowly focused P&L selling hands-on training to a scaled success engine that creates value at every stage of the customer's journey. To date, the Atlassian team has: - Collaborated with data science to show learning’s impact on business metrics - Built a headless tech stack and modularized content for greater accessibility - Integrated learning with community, advocacy, and customer-led programs - Expanded social learning, event-based education, and global partner reach During this webinar, discover how Atlassian is designing learning interventions that meet customers where they are—from scaled self-serve to tailored live experiences—all to support a more collaborative, productive future of work.
Webinar Recap & Notes
Revolutionizing Customer Education: Atlassian's Bold Efforts
The webinar "Tearing Down the Walls" highlighted Atlassian's ambitious initiative to transform their customer education programs. It, led by Marshall Lee, Director of Customer Education, aims to break down traditional barriers and democratize their learning ecosystem. As Marshall aptly stated, "By tearing things down, we've been able to rebuild our learning ecosystem with community at its core."
A Community-centric Approach to Learning
Atlassian sheds light on intertwining education with community networks, thus ensuring that learning isn't confined but reach millions, aligning with user needs. Their proactive integration empowers users to engage in co-creating educational content—an endeavor that has boosted community-led classes exponentially. This shift underscores their commitment to creating a vibrant learning community.
"We're really seeing what happens when we empower our community members to co-create with us."
— Marshall Lee
From Fee-barriers to Free-access
A bold move by Atlassian was transitioning from charging for courses to making them free, dramatically enhancing engagement. Marshall emphasized the impact: "Removing the paywall was necessary; $1 would still pose a barrier." The shift facilitated greater access and participation, aligning with the company’s mission to enhance user engagement and adoption.
Leveraging Social Media for Improved Learning Experiences
In an innovative stride, Atlassian utilizes social media for distributing learning resources. Kevin's YouTube-first strategy led to exceptional engagement, showcasing the synergy between social platforms and educational outreach. This fresh approach helped clarify initial confusions, thus preparing users for a more in-depth learning experience.
"Our content on social platforms wasn't designed for those spaces. We learned that a 'YouTube-first' approach significantly boosted our engagement and reached new users."
— Marshall Lee
Strategic Partnerships to Scale Learning
Forging strategic partnerships allows Atlassian to scale its training reach without diluting the quality, crucially bridging global educational demands. Working with external training partners has become an effective way for Atlassian to manage a globally dispersed user base, thus scaling the educational impact significantly.
Designing for Scalable Impact
The session concluded with a forward-looking approach, envisaging learning as a scalable, interruptible experience tailored to user needs. Their focus remains on ensuring that users can control and customize their learning pathways, thereby increasing the overall educational impact and fostering a robust community education ecosystem.
Summit Schedule
