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The first is practicing really good channel management. I think there’s two things that make a huge difference for marketers. How can marketers get the most out of Slack? The ability for everyone to have the most up to date information that they need really prevents drag on the project and its helping us move things forward much more quickly and in a much more streamlined fashion. My team is heavily utilising Slack as the means through which we are planning the conference, and the benefit that I’ve seen is because it’s such a global effort. This year we decided to do Frontiers in a much more global fashion, so we’ll not only be having it again in San Francisco, but also bringing it to New York and London as well. You can imagine, an effort like that just takes such a village to pull off, not only all of our internal teams – marketing, product, sales, executives – but also a variety of external partners that we work with. Last year we launched ‘Frontiers’ in San Francisco, which is our flagship user conference for Slack – it was the first year we had done it. What has Slack been up to marketing-wise lately? The visibility from my perspective is just so fantastic. I have a much easier time understanding if things are on track, projects are blocked or where people might need my help. Secondly, whenever we’re working with our other partners and stakeholders – whether it’s our sales team, our product team or the variety of agencies that we work with – Slack enables us to coordinate easily with all of these groups and get information to them.Īs a leader in the organisation, I’m really able to observe and keep my finger on the pulse of how things are moving forward. So while we’re running multiple projects and efforts simultaneously, anybody in the organisation can have access to the information whenever and wherever they need it. Firstly, It provides incredible transparency and visibility for everybody on the team. Slack enables that to be such an easy thing for us to do.
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So rather than individual teams executing our own roadmaps in a silo, I really look at how we can take all of these tactics and bring them together to really provide a great experience for our customers. I’m a huge believer in an integrated marketing effort. Marketing at Slack is a very disciplinary team, we have folks working on everything from events and field marketing to brand advertising campaigns, product marketing, content and customer marketing. For my team it’s central to the way that we work. Kelly Watkins: Well as you can imagine, we use Slack to build and market Slack – it’s very meta. Marketing speaks with Watkins to discuss how marketers can get the most out of Slack, her favourite app on the platform and what’s coming next for the company. Slack integrates with household marketing softwares – Marketo, Hubspot, etc – in an attempt at unifying the marketing stack. Watkins describes Slack as a ‘companies collaboration hub’, centralising internal and external communication into one place. Kelly Watkins is VP of global marketing at Slack, a technology platform aimed at simplifying the marketer’s workflow. In an industry constantly updated by new technology, campaign coordination is becoming more complicated everyday and marketers are having to work longer because of it. As the marketing stack grows taller, developers need to be careful not to lose sight of their audience – Marketing speaks with Kelly Watkins, VP of global marketing at Slack about balancing innovation with connection.