Mind Mapping for Marketers

Raphaela Brandner, Partner Manager at Meister, reflects on six years of growth and innovation at the company behind MindMeister and MeisterTask. Having joined in 2013 as the first marketing hire, she helped scale the team, launch new products, and shape strategy. In this session, Raphaela shows how Meister’s own marketing has been powered by mind mapping—from product launches and partner programs to content planning, campaign ideation, and knowledge dashboards. She demonstrates how maps simplify collaboration, spark insights, and even shaped her own career trajectory. Key Themes & Topics (Timestamped) [2:36] Career background – From sole marketing manager to Partner Manager at Meister, driving product launches, training, and joint campaigns. [4:14] Using mind maps internally – Every campaign and project at Meister planned in MindMeister, showing real “drink your own champagne” practice. [5:41] Product launch planning – Mind maps used for the 2015 launch of MeisterTask; goals, budgets, personas, and messaging centralized in one map. [7:08] SWOT and strategy templates – Demonstrates use of MindMeister templates to structure SWOT analyses and connect strategic projects. [8:42] Integration with MeisterTask – Shows how maps can export tasks into project boards, linking planning and execution seamlessly. [11:55] German market insights – Mind map analysis of campaign results revealed consultants as a hidden influencer group, shifting marketing focus. [17:58] From influencer mapping to partner program – One map reshaped strategy, leading to creation of a partner program and Raphaela’s new career role. [21:44] Content planning – Maps used for buyer personas and campaign brainstorming, enabling collaboration and idea voting. [26:51] Website redesign – Mind maps structured menus and content for MindMeister’s homepage, enabling collaborative decisions across teams. [29:35] Partner page updates – Maps as kick-off meeting tools, aligning marketing, design, and developers on responsibilities. [32:16] Content optimization – Maps supported SEO audits and hub-and-spoke blog strategies, linking directly to articles and tasks. [35:12] Knowledge dashboards – Internal maps for responsibilities, assets, and events; vital for onboarding, collaboration, and quick access to resources. Featuring: MindMeister