Your Website is an Always-On Billboard with 3-time CMO Keith Messick, SVP of Marketing at LaunchDarkly
This episode features an interview with Keith Messick, SVP of Marketing at LaunchDarkly, a feature management platform built by developers for developers. Keith has served as CMO at companies like Dialpad and Lucidworks, and also held senior leadership roles at Topsy, which was acquired by Apple. On this episode, Keith delivers actionable insights around the importance of creating great content for developers, the key differences between category creation and category capture, and how to avoid rebranding nightmares.
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Show Notes
“[Our website does] both education and conversion and is the way we think about it, but it actually plays all of the classic roles. It plays as our billboard. It's our always-on asset. We have complete control over it, so we want it to be great.” - Keith Messick
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Episode Timestamps:
*(3:03) - Keith’s first job in demand gen
*(4:25) - LaunchDarkly explained
*(6:14) - The Trust Tree
*(7:36) - Keith’s main marketing strategy
*(9:45) - How Keith thinks about spreading marketing resources
*(13:00) - Justifying ROI for building community
*(15:40) - Rebrands and avoiding the nightmare
*(21:46) - The Playbook and Keith’s uncuttable budget items
*(32:42) - How Keith thinks about his website
*(36:16) - Customer marketing strategy and perspectives
*(39:00) - A tactic that is fading away to be aware of
*(42:25) - The Dust-up
*(44:16) - Quick Hits
Sponsor
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Links
Connect with Keith on LinkedIn
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