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Eric Bensley
Head of Global Product Marketing, Asana
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Eric Bensley
Asana Head of Global Product Marketing • September 14
There's no perfect way to do this. People hate when I say this but when it comes to messaging, I'm much more into qualitative feedback vs. quantitative. If you similarly hate me, feel free to move on. If not, here are a few qualitative measures I use: * Can your sales team remember it and pitch......Read More
1260 Views
Eric Bensley
Asana Head of Global Product Marketing • September 14
It should change when you position is significantly impacted by: -the market changes (ie new tech emerges - social, mobile, AI, etc) -your competition changes (ie your key competitor introduces low price offering) -the macro economy changes (ie recession, inflation) -your customer base change......Read More
1167 Views
Eric Bensley
Asana Head of Global Product Marketing • September 14
Call me old school but I think positioning statements do this VERY well. Here's an exercise I've used and seen success with in building alignment on the "Why" of a company or brand. 1. Create list of key stakeholders who have a say in your value prop (think like key sales leaders, product, ......Read More
1095 Views
Eric Bensley
Asana Head of Global Product Marketing • September 14
This is a fun one that I've spent many hours chatting about with folks. Positioning is more of a high level concept about where you fit into your target audiences head in a different way than anyone else, Messaging is more about how you say that position to the target audience. Let's take a ma......Read More
1052 Views
Eric Bensley
Asana Head of Global Product Marketing • September 14
The simplest here is if you're moving awareness, pipeline, close rates, revenue, etc. But I know that's not always immediately available. So I have a simpler answer. PITCH YOUR MESSAGING TO PEOPLE, IN PERSON. This might seem too basic but I've seen the success over and over. Pitch your messaging ......Read More
1021 Views
Eric Bensley
Asana Head of Global Product Marketing • September 14
With any emerging technology, I've found the best approach is to compare to the previous way of doing things. People digest a new way of doing something by comparing it to how they do it today. Think about a lot of the technologies we use today: Email = electronic mail, Software as a Service = So......Read More
1014 Views
Eric Bensley
Asana Head of Global Product Marketing • September 14
The magic formula usually includes these 3 in my experience: -Product - they'll pull you to vision and differentiation -Sales - they'll pull you into the here and now of closing business today -Customers - they'll help you rationalize the product and sales feedback so you can meet somewhere in......Read More
1009 Views
Eric Bensley
Asana Head of Global Product Marketing • September 14
I'll give you a couple wins but want to focus more on why I see them as wins vs. the actual messaging. Here are two wins: -We created a messaging framework for SMBs to adopt CRM. It was simple. Find new leads. Win more deals. Keep customers happy. Abbreviated as Find. Win. Keep. It was a win bec......Read More
1005 Views
Eric Bensley
Asana Head of Global Product Marketing • September 14
As a general best practice, I think messaging should live 6-12 months with minor updates and no major overhauls. The 6 month window is for macro changes that no one expected. This is for all of us who created messaging 6 months before ChatGPT launched. We all had to pivot to bring AI in and no on......Read More
1002 Views
Eric Bensley
Asana Head of Global Product Marketing • September 14
You HAVE to answer "why now" with every piece of messaging you create. This is a question I ask to draw this out with my team: why didn't our prospects need this last year and this year they must have it? It's always helpful to look at macro trends and themes in the broader world + economy. Ge......Read More
998 Views
Credentials & Highlights
Head of Global Product Marketing at Asana
Knows About Product Launches, Product Marketing Career Path, SMB Product Marketing, Product Marke......more