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Eric Bensley

Head of Global Product Marketing, Asana

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Asana Head of Global Product Marketing, Eric Bensley on Sales Kickoff

June 5 @ 10:00AM PST

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How do you measure the success of your messaging?

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

1663 Views

How do you distill the 'WHY' of your brand down into your product value propositions? Any frameworks or exercises to support this process across different market segments?

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

1253 Views

When should messaging change for a product and how should that be addressed with internal stakeholders?

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

1210 Views

What's the difference between messaging and positioning?

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

1185 Views

How do you work with the cross functional teams? And what are the key goals and deliverables for each of the below? 1) PMM with Sales 2) PMM with CSM 3) PMM with Marketing 4) PMM with Product

Eric Bensley

Asana Head of Global Product Marketing • November 22

The key here is aligned metrics. Pipeline is the only one that spans all stakeholders and therefore is a higher priority. More detail here: 1) PMM WITH SALES KR = Pipe. Created and influenced. Deliverable = Selling content, sales plays, sales programs, sales enablement 2) PMM WITH CSM KR = RE......Read More

1087 Views

What are the key things (traits, skills, experience) you prioritize / look for when hiring? How can we best assess during the interview process? Are there any specific questions you like to ask or things to look out for?

Eric Bensley

Asana Head of Global Product Marketing • November 22

I'll list out things I always look for and example questions that help me answer: -Key partner alignment - who are your most important stakeholders in your current role? How do you manage the relationship? -Content quality - what work are you most proud of in your career? Can you send me a link......Read More

1075 Views

What has worked well (or has not worked) as far as positioning your product marketing team within a larger marketing org?

Eric Bensley

Asana Head of Global Product Marketing • November 22

what works? -knowing the customer/buyer better than any other mktg function -aligning each team member to one of the following: 1) buyer persona, 2) product, 3) channel. -getting feedback on goals and team structure early and often from other marketing leaders -aligning teams/people to key st......Read More

1059 Views

What do you think about the Jobs to be Done framework for enterprise B2B?

Eric Bensley

Asana Head of Global Product Marketing • September 14

I think it's very helpful. For those reading this that haven't read Clayton Christensen's work, here's a good summary of the concept of "jobs to be done". When we create messaging, we need to be focused on what problem we're solving. I'll give you an example of when I worked on GoToMeeting. Th......Read More

1056 Views

What messaging techniques are effective to build greater trust in AI/ML features of products and solutions?

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

1039 Views

What's the best way to rapidly test if your messaging is working as intended? Related question - how do you know if your messaging is working or not?

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

1038 Views

Credentials & Highlights

Head of Global Product Marketing at Asana