Andrew Stinger

Product & Company Marketing Lead, Coda

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Coda Product & Company Marketing Lead, Andrew Stinger on Messaging

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Andrew Stinger

Product & Company Marketing Lead

Video: Adventures in Messaging S02E02: With Andrew Stinger, Product & Corporate Marketing Lead at Coda

Andrew Stinger

Product & Company Marketing Lead

Andrew Stinger

Product & Company Marketing Lead

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

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...more

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Andrew Stinger

Product & Company Marketing Lead

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

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...more

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Andrew Stinger

Product & Company Marketing Lead

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

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...more

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Andrew Stinger

Product & Company Marketing Lead

What role should your brand story have in product roadmap planning?

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. ...more

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Andrew Stinger

Product & Company Marketing Lead

How much bearing does your competition have on your messaging? How do you tackle/counter theirs?

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...more

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Andrew Stinger

Product & Company Marketing Lead

What are some messaging courses you would recommend?

Anything from my friends at Product Marketing Alliance, 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 S...more

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Andrew Stinger

Product & Company Marketing Lead

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

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 ...more

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Credentials & Highlights

Product & Company Marketing Lead at Coda