Why "Messaging and Math"?

Rather than always call a department "Marketing"--which is an extremely broad term that involves every interaction prospects, customers, our broader community and the industry has with our brand, product and company--we use the short-hand "Messaging and Math" to refer to the core functions of the department:

MESSAGING: Define and refine the message we send to audiences (prospects, customers, community and industry) about our position and value. This work spans product marketing, corporate marketing, brand, PR, AR and corporate communications.

MATH: Define and deliver the infrastructure and campaigns to quantitatively advance our audiences in their audience journeys based on their specific interests, needs and questions. This includes website development and optimization, and demand generation campaigns across events, advertising, and email.

Team, Cadence, Channels, and Tools

M&M works largely in Mattermost, Asana, and Zoom in North American timezone.

Team

Messaging

• @lauren.nguyen - Product marketing

• @adam.gross - Adviser

• @lindsay.brock - Product management

• @zach.trayner - Website manager

  • @josh.day - WayFX website agency

• @justin.reynolds - Copywriting

Math

• @leah.liebler - Revenue marketing

• @kendall.reicherter - Marketing operations

• @amanda.venezia - Events, paid campaigns

Cadence

M&M Leadership Weekly Tactical (55m)

Weekly check-in to clear tactical issues:

• Scorecard

  • Downloads and sign-ups

  • Contributors

  • 1 HN front page post/quarter

• Current projects

  • Issue

  • Priority

  • Resolution

• New business discussion

Channels and Key Resources

• ​Monthly Marketing Update​

• Leadership

  • ​💬 M&M: Leadership ​

• Analysts

  • ​💬 Analyst Research​

    • ​📝​Spreadsheet of past analyst interactions and meeting notes ​

    • ​📁​Decks from past analyst briefings​

    • ​📁Past analyst reports covering Mattermost​

    • ​📁​Analyst reports for research ​

• Public Relationships

  • ​💬 PR​

  • ​🌐 Press article archive

  • ​📁 Spreadsheet of press relationships

  • ​📁 Press kit (bios, photos, screenshots)

    • ​Executive Bios​

    • ​Executive Head Shots​

    • ​Speaker Profiles​

    • ​Public Presentations​

• Visuals

  • ​Screenshot Guidelines​

  • ​Asset Templates​

    • ​Blue Background​

    • ​White Background​

  • ​Product Screen Shots ​

  • ​Product Screen Shots (FS-ISAC)​

• Brand

  • ​💬 Brand Experience

  • ​🌐 Website Style Guide ​

  • ​🌐 Mattermost logo usage guidelines ​

  • ​📁 Customer References: Tracking sheet, discussion, ask templates

• Customer References

  • ​📁 Brand Designs: App icons, logos, fonts and more

  • ​📁 Editorial Guide: Guidelines for copy and content

• Demand Gen Overviews

  • ​💬 Social Media ​

  • ​💬 Events

  • ​💬 Paid Ads

• Marketing Updates

  • Marketing Update - Jan 16, 2020

Tools

• M&M runs largely in Asana and Mattermost DRI for this page: Jason Blais