How do you tailor messaging for technical vs. non-technical Atlassian audiences?

[Elena_Communardo Products]

Hi Marketing Folks!

I’m curious to learn how you approach messaging when targeting different audiences within the Atlassian ecosystem.

Whether it’s Jira, Confluence, Trello, or other tools, our content often needs to speak to both technical users (such as developers and administrators) and non-technical roles (like project managers, team leads, or executives).

How do you handle that balance in your campaigns? Do you create separate assets for each persona? Or do you keep the content unified and segment your distribution instead?

Are there specific messaging tactics or formats that have worked particularly well (or not at all)?

I’d love to hear your strategies, tips, or lessons learned.

Thanks in advance for sharing!

Elena

[Salome ivaniadze]

Hi ✨

In my experience, it’s not just about the persona, but about the persona's journey itself.

I always prefer to create individual assets tailored for each stage of the buyer journey and then map out which persona sits where within that journey. That way, the messaging is not only persona-relevant but also context-aware.

As for broader, more general content — I find it works well for brand awareness and top-of-funnel engagement. But when it comes to conversion or retention, segmentation and customisation win every time.

[Elena_Communardo Products]

@Salome ivaniadze Thanks so much for this thoughtful reply!
I love how you framed it: not just thinking in terms of personas, but considering where they are in their journey. That really resonates.

It makes total sense to tailor assets by both persona and stage — I imagine it helps avoid generic messaging and drives relevance. I’m especially curious how you map personas across the journey — do you use any specific framework or tools to help with that?

Also, I totally agree on broader content for brand awareness, but once you're aiming for deeper engagement, personalization feels like the way to go. Thanks again for sharing your approach!