Why "Messaging and Math"?

Rather than always call a department "Marketing" - which is a broad term that involves every interaction prospects, customers, our broader community and the industry has with our brand, product, and company - we use "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.

The team

• ​Matt Harper - VP of Marketing

• ​Jack O'Brien - Director of Product Marketing

• Jeff Benanto - Director of Communications

• ​Kevin Fayle - Director of Marketing Operations & Analytics

• ​JuliAnn Tulberg - Creative Director

• ​Ben Lloyd Pearson - Director of Developer Marketing

• ​Ashley Dotterweich - Head of Content

• ​Emily Dela Cruz - Lead Web Developer

• ​Cecilia Tao - Sr. Growth Marketing Manager

• ​Harrison Eaton - Growth Marketing Manager

DRI for this page: Matt Harper

Cadence, Channels, and Tools

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

  • ​📁 Salesforce Report on Referenceable Customers: Lists customers across different stages of being a reference

• Demand Gen Overviews

  • ​💬 Social Media​

  • ​💬 Events

  • ​💬 Paid Ads

• Marketing Updates

  • Marketing Update - Jan 16, 2020

Tools

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