Inside Marketing Design

S01E09 - Inside Marketing Design at Basecamp (with Adam Stoddard)

Episode Summary

Basecamp does things a little differently to most companies. Hear about their alternative approach to marketing design from Lead Marketing Designer Adam Stoddard.

Episode Notes

Basecamp takes a different approach to growing a tech company, and the same is true of their approach to marketing design. In this episode I speak to Basecamp’s lead (and only) marketing designer, Adam Stoddard, about how his approach to integrated design has him designing in the browser, copywriting, maintaining multiple websites and doing the print design too! You’ll hear how he gets it all done, and have some preconceived notions about the “right” way to do things questioned.

Follow Adam on Twitter @AdamStddrd. See his work on and try Hey at

Watch the video at


0:00 - Introduction

1:50 - Team structure at Basecamp

4:45 - Responsibilities as a marketing designer

8:40 - Being the designer and the developer

12:40 - A/B testing

17:10 - The pitfalls of modern marketing

20:25 - Tracking, privacy and tools

24:00 - Starting a project with copy, not visuals

28:35 - Design tools

31:20 - Every version of a page is shippable

33:45 - Isolation when your work is self-contained

35:20 - The future of marketing design at Basecamp

36:50 - Why Adam loves marketing design

40:20 - Wrap up and closing thoughts