Andrew Stinger

Sr. PMM, Outbound Communications, Amazon

Content

Do you create persona based messaging and or vertical based messaging for your product? What is the best format for your messaging document? And how do you get buy in and then distribute your messaging document across the organization?

Andrew Stinger

Amazon Sr. PMM, Outbound Communications • December 18

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

1836 Views

What are some testing frameworks that you use to know if messaging is resonating in market (i.e. with sellers, promotional campaign, etc.)

Andrew Stinger

Amazon Sr. PMM, Outbound Communications • December 18

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

1389 Views

Do you approach crafting overall product messaging differently than feature launch messaging?

Andrew Stinger

Amazon Sr. PMM, Outbound Communications • December 18

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

1167 Views

What are different messaging processes that you do? And which ones work best to help team/stakeholders come to consensus faster?

Andrew Stinger

Amazon Sr. PMM, Outbound Communications • December 18

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

Do you think there is any stage when a strategic narrative is too early for a startup?

Andrew Stinger

Amazon Sr. PMM, Outbound Communications • December 18

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

1042 Views

What's 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?

Andrew Stinger

Amazon Sr. PMM, Outbound Communications • December 18

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

768 Views

As a hiring manager, what do the best product marketing candidates have in common?

Andrew Stinger

Amazon Sr. PMM, Outbound Communications • June 2

I’m always wary of painting with too broad a brushstroke when it comes to hiring. Your job as a hiring manager is to spend time understand the super powers of the people you meet as part of your interview process, and to evaluate if those super powers have a place at your company. With that in......Read More

765 Views

What are some messaging courses you would recommend?

Andrew Stinger

Amazon Sr. PMM, Outbound Communications • December 18

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

740 Views

How much bearing does your competition have on your messaging?

Andrew Stinger

Amazon Sr. PMM, Outbound Communications • December 18

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

When do you stop iterating on messaging? How often should you revisit it?

Andrew Stinger

Amazon Sr. PMM, Outbound Communications • December 18

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

Credentials & Highlights

Sr. PMM, Outbound Communications at Amazon