Marketer Interviews

Don't work for any brand you don't believe in.

Anthony Coppedge

Agile Marketing Coach at Anthony Coppedge Consulting

Learn more about Anthony's work at https://linkedin.com/in/anthonycoppedge

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Where are you working now, what is your role and how did you get here?

Anthony Coppedge:

Having worked for Fortune 100 companies, small-to-medium businesses, and even non-profit organizations over the years, I developed an appetite for turning marketing and communications teams around. As a result, I've done contract work, professional coaching, and consulting work as the owner of my own firm so that I can re-align marketing teams to focus on delivering business goals while producing higher value content marketing using the Agile Marketing framework.

Looking back, I didn't have the foresight to see that my friends in the software development community had discovered a better way to deliver value through team-based work in short sprints of time. It wasn't until I worked for just such a software company in my early 30's that I saw firsthand the effectiveness and culture-changing power of team-based work using Agile. Since that time, I have been trained in Scrum and Kanban and have applied the principles of Agile inside marketing. As an early adopter, I have seen the amazing transformation of marketing teams that leverage the visibility, accountability, and metrics inherent in Agile to manage the tension between their Editorial Calendar and interrupt-driven, last-minute work.

How I 'got into' marketing happened during a company merger where my role shifted from Communications to Marketing literally overnight. I dove in, read a ton, took courses, and developed relationships with innovating marketers. Over the years, I saw that Marketing was broken in an endless cycle of delivering more content with less value, and that's when I began experimenting with Agile for marketers. In 2016, I led co-located and remote teams in the United States and Europe to leverage the team-based power of Agile to have our company named among the Top 50 B2B Marketing by Kapost.com (, a leading authority in content marketing, among such luminaries as Eventbrite, GE Digital, IBM Mobile, Ameritrade, and FedEx.

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What is your favorite marketing area? (Social, SEO, Sales etc.)?

Anthony Coppedge:

Though my background would suggest my work in content marketing would be the obvious answer, my favorite marketing area is building community. The so-called 'vanity metrics' have been such a focus on digital marketing that marketers often forget the people behind the metrics. While I love a good conversion-rate, I am more excited about a conversation rate where brands connect in meaningful and personalized ways to each and every user.

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Why do you love marketing?

Anthony Coppedge:

I like marketing; I love people. Marketing is simply having a message you want people to see and/or hear and act upon. People are why marketing exists, so while I appreciate the automation and machine learning inherent in professional marketing today, we must remember that there are people on both sides of the conversation and transaction.

Perhaps my most favorite aspect of marketing is leading, coaching, and learning from teams of marketers who value the customer as part of valuing their craft.

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What are your favorite books?

Anthony Coppedge:

A few of my favorite books that influenced me as a marketer are:
Scary Close by Donald Miller
A Million Miles in a Thousand Years by Donald Miller
Building a Story Brand by Donald Miller
Death of a Marketer by Andrea Fryrear
The Agile Marketer by Roland Smart
Switch on Your Brain by Caroline Leaf
Purple Cow by Seth Godin
Permission Marketing by Seth Godin
The Challenger Customer by Brent Adamson and Matthew Dixon

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What marketing related blogs, magazines etc. do you read to keep your skills up to date?

Anthony Coppedge:

https://sparktoro.com/trending
https://www.digitalmarketer.com
https://www.agilesherpas.com/resources/
https://landing.google.com/academyforads
https://www.linkedin.com/learning
http://www.kaushik.net/avinash
http://chiefmartec.com/
https://contentmarketinginstitute.com/blog/

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What brands do you like or follow on social media and why?

Anthony Coppedge:

I cycle through brands to follow at least twice a year. Even the best brands I follow consistently (Amazon, Nike, Evernote) could learn from much smaller brands doing interesting marketing. A few I'm following recently include WeWork, Blackbaud, and BlueCat.

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How do you find good content?

Anthony Coppedge:

I use automation tools like IFTTT and Zapier to follow brands and people who I admire for great content and also leverage Twitter (using TweetDeck) to organize Lists into searchable columns at least once per week to see what's happening at the moment.

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How do you get to know your target audience?

Anthony Coppedge:

You ask. You ask again. You ask in multiple ways, through multiple channels. And then you test, verify, and ask again.

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What tools do you use for social marketing?

Anthony Coppedge:

This is a loaded question since the tools are changing at an exponential rate (see Scott Brinker's annual MarTech list). In broad categories, I use marketing automation software, content management software, Agile management software, and multiple sets of metrics from the usual sources on a digital dashboard. If I list the actual software names today, it is only a snapshot of today, though I tend to invest in larger tools (like marketing automation software) and stick with them since the pain of change is so high and more readily change out smaller tools with greater frequency.

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What tools do you use for analytics?

Anthony Coppedge:

Facebook/Instagram/Twitter/LinkedIn (all of their dashboards and reporting APIs), Google Analytics, Wordpress, Wistia, Intercom, Slack, Hotjar, etc.

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What CRM tools do you use?

Anthony Coppedge:

Mostly Salesforce.

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What's your #1 advice for people starting to get into marketing?

Anthony Coppedge:

Find a mentor. Work for a boss who both encourages and challenges you. Do the grunt work, the tedious work, the 'boring work' and learn not only how to do it but why you're doing it. Always ask why and why not. Don't work for any brand you don't believe in.

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