What happens when an Atlassian marketing veteran who decorates cakes and rides motorcycles decides the traditional marketing funnel is completely broken? You get Ashley Faus, Head of Lifecycle Marketing Portfolio at Atlassian, author of "Human-Centered Marketing," and today's guest on FutureCraft.
Ashley has spent 8+ years at Atlassian revolutionizing how B2B marketers think about customer journeys, replacing linear funnels with her "content playground" framework where audiences can go up, down, and sideways through your content—just like kids o...
What happens when an Atlassian marketing veteran who decorates cakes and rides motorcycles decides the traditional marketing funnel is completely broken? You get Ashley Faus, Head of Lifecycle Marketing Portfolio at Atlassian, author of "Human-Centered Marketing," and today's guest on FutureCraft.
Ashley has spent 8+ years at Atlassian revolutionizing how B2B marketers think about customer journeys, replacing linear funnels with her "content playground" framework where audiences can go up, down, and sideways through your content—just like kids on an actual playground.
In this episode, we get into:
- Why ChatGPT 5 might be getting worse for marketing professionals (and what to use instead)
- Erin's live demo of Gemini's deep research for account-based marketing that analyzes hundreds of sources
- Ashley's content playground framework that treats audiences like humans, not funnel steps
- How trust becomes your only defensible moat when AI can fake everything else
- Why organizational silos are killing your customer experience (and how to fix them)
- The "18-month rule" for career evolution in an AI-accelerated world
Whether you're a CMO fighting for budget, a product marketer drowning in requests, or a lifecycle specialist trying to prove ROI, Ashley breaks down how to keep humans at the center while leveraging AI as your creative co-pilot.
🛠 Tools & Mentions:
- ChatGPT 5 (improved memory but weaker professional responses)
- Gemini Pro (superior deep research capabilities)
- Atlassian Rovo (AI agents and integrations)
- Notebook LM (content analysis and mind mapping)
- CASINO Framework (Context, Audience, Scope, Intent, Narrator, Outcome)
- Content Playground Model (conceptual, strategic, tactical content depths)
🎯 Try This:
Map your existing content using Ashley's playground framework: sticky note brainstorm → group themes → classify by depth (conceptual/strategic/tactical) and intent (buy/use/trust/help/learn).
🧠 Learn More from Ashley:
Follow Ashley Faus on LinkedIn
Read "Human-Centered Marketing: How to Connect with Audiences in the Age of AI"
Explore Atlassian's Team Playbook
Timestamps:
00:00 Introduction and Disclaimer
02:15 Ken's ChatGPT 5 Reality Check
05:45 Erin's Gemini Deep Research Breakthrough
07:30 Live Demo: Account Research That Actually Works
18:20 Interview with Ashley Faus Begins
20:15 From Classical Singer to Marketing Revolutionary
25:40 Why She Wrote "Human-Centered Marketing" Now
32:10 Trust: The Thing You Can't Automate
38:25 Content Playground Framework Deep Dive
52:30 Breaking Down Marketing Silos Without Losing Your Mind
58:45 The 18-Month Rule for Career Evolution
01:02:15 Gladiator Round: AI-Powered Debate Prep
01:08:30 Lightning Round Rapid Fire
01:12:45 Key Takeaways and Episode Wrap
📥 Subscribe & Share:
New episodes drop weekly. If Ashley's playground framework changed how you think about customer journeys, leave a review, share it with a friend, and tag us with your biggest takeaway.
About our Guest:
Ashley Faus is the Head of Lifecycle Marketing Portfolio at Atlassian, author of "Human-Centered Marketing: How to Connect with Audiences in the Age of AI," and a Forbes contributor. In more than eight years at Atlassian, she's spanned corporate communications, product marketing, and lifecycle leadership. She's become known for replacing traditional marketing funnels with her content playground model, advocating for audience trust over vanity metrics, and showing how creativity—from musical theater to elaborate cakes—makes us better marketers.
Resources:
Ashley's Book: "Human-Centered Marketing: How to Connect with Audiences in the Age of AI"
LinkedIn: Ashley Faus
Stay tuned for more insightful episodes from the FutureCraft podcast, where we continue to explore the evolving intersection of AI and GTM. Take advantage of the full episode for in-depth discussions and much more.
To listen to the full episode and stay updated on future episodes, visit the website.
Disclaimer: This podcast is for informational and entertainment purposes only and should not be considered advice. The views and opinions expressed in this podcast are our own and do not represent those of any company or business we currently work for/with or have worked for/with in the past.
Music: Far Away - MK2
