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AMA: Coda Former Product & Company Marketing Lead, Andrew Stinger on Messaging
December 17 @ 10:00AM PST
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Coda Former Product & Company Marketing Lead, Andrew Stinger on Messaging
Top Questions
Andrew Stinger
Universe Head Of Marketing • December 17
Above all, meet your company where it is. If you’re a small team just getting started, you’re likely going to have nail a brand identity and core message, and then be flexible as you evolve from there. If you’re part of a 500 person marketing team, you’re going to navigate some different challeng......Read More
767 Views
1 request
What are different messaging processes that you do? And which ones work best to help team/stakeholders come to consensus faster?
A/B testing and spending on messaging research are ways that we can test out messaging, but if we don't have budget to do that, are there other ways to qualify it besides having team members or some stakeholders provide input and attempt to wordsmith until concensus is reached?
Andrew Stinger
Universe Head Of Marketing • December 17
Two-part question? Two-part answer :) Messaging Processes & Consensus The type of messaging we do varies depending on whether we’re looking at our entire product, a feature or set of features, or a campaign or sales motion. In most cases, we’re likely to draft up a mini-brief to make sure ......Read More
1120 Views
2 requests
Andrew Stinger
Universe Head Of Marketing • December 17
If things are going right, these should almost feel one-in-the-same: The product direction reinforces the story and brand promise, and the brand messages easily and thoroughly communicate the value of the product. But, this isn’t always the case, as timelines, teams and strategic visions shift. ......Read More
612 Views
2 requests
Andrew Stinger
Universe Head Of Marketing • December 17
You can find my thoughts on that in response to this question: https://sharebird.com/whats-the-best-way-to-ensure-that-messaging-evolves-at-the-pace-of-the-company-while-still-maintaining-some-consistency-should-i-give-up-any-hope-of-running-a-campaign-that-lives-more-than-a-few-weeks?answer=aWNA......Read More
684 Views
2 requests
How much bearing does your competition have on your messaging?
How do you tackle/counter theirs?
Andrew Stinger
Universe Head Of Marketing • December 17
In 2020, there has been major interest in workplace productivity software. Competition begets innovation, so it’s great that users have more choices than ever. Our role is to help potential users understand what Coda can offer in a sea of possibilities. Some of our guiding principles for competi......Read More
736 Views
1 request
Andrew Stinger
Universe Head Of Marketing • December 17
Anything from my friends at PMA, hands down. They have a great certification program, and they also offer one-off sessions. Their Narrative Design Masterclass is coming soon! https://productmarketingalliance.com/narrative-design-masterclass/ They've also got a great Slack community where Pr......Read More
738 Views
2 requests
Andrew Stinger
Universe Head Of Marketing • December 17
No. But I do think their value changes over the lifecycle of a product and company, and the narrative should be re-evaluated at regular intervals. It’s one thing to have a hypothesis and convicted story that gets you to an MVP, but once you have real users giving real feedback in a real marketpla......Read More
1022 Views
3 requests
Andrew Stinger
Universe Head Of Marketing • December 17
Yes! Persona-based messaging Before I joined Coda, the team already had a set of personas derived from shared observations about who uses different kinds of technology within a team, and how they use itーand with what expectations of the technology. Since then, my amazing colleague Elaine has ex......Read More
1808 Views
2 requests
Andrew Stinger
Universe Head Of Marketing • December 17
Yes! At Coda, I’m very lucky to have a wildly talented Brand Team that supports our company, and privileged to have worked on 100+ customer-facing feature launches in 2020. (Seriously. Over 100. Because Coda runs on Coda, our product team ships incredibly. You can count all the launches here if ......Read More
1145 Views
2 requests
Andrew Stinger
Universe Head Of Marketing • December 17
A few options we’ve employed recently: Data-based indicators * A/B testing marketing email subject lines, and evaluating click-to-open rates * Running multiple variants of ad copy and evaluating CTR & conversion rate * Making three variants of a landing page (usually a published Coda doc), t......Read More
1366 Views
2 requests
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