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Vivek Asija

Head of Product Marketing,
Vivek Asija
Head of Product Marketing, Heap
IT guy turned product marketer many years ago. Looking for the best brunch in Norcal. www.vivekasija.com
People ManagementProduct MarketingMessagingFollow Vivek
What is the best way you've found to coach a new product marketer on creating messaging?
Head of Product Marketing at Heap
I try to teach new product marketers how to think critically about positioning and messaging. It's very tempting to rest on more obvious product and feature descriptions that give the audience lots of detail about how things work. But what's more challenging to answer is, "what are we building an...more
MessagingFollow Vivek
How does a Product Marketer become better at crafting effective messaging?
Head of Product Marketing at Heap
Writing, writing, and more writing. Be willing to throw away some copy -- even if you love it -- until you have the write story come to life. This is an organic process. Test it on customers and go on sales calls to see what resonates. Also make sure that you and your peers are reviewing one anot...more
Product MarketingMessagingFollow Vivek
What are some strategies that you've used to share messaging guides internally and ensure commercial team alignment?
Head of Product Marketing at Heap
I mentioned in another post that I have come up with a structured process for messaging development. with my team of product managers and product marketers, I work through a series of questions that force us to define and articulate our differentiation. This results in a number of messaging frame...more
MessagingFollow Vivek
What are some common Messaging mistakes you see Product Marketers make?
Head of Product Marketing at Heap
One of the biggest mistakes I see product marketers make is they forget that their buyer is human. They have appealed to business case, logic, industry research, and demonstrate ROI, but sometimes they fail to simply tell a human story. B2B software buyers are people too. And like any buyer of re...more
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What are some ways to solidify a messaging shift with the field?
Head of Product Marketing at Heap
Over the years I have collected and adapted a number of messaging tools. I have come up with a structured process for messaging development, and one of the deliverables is a source messaging document. Source messaging documents contain 50-, 100-, and 200-word descriptions, and usable snippets of ...more
MessagingFollow Vivek
How much bearing does your competition have on your messaging? How do you tackle/counter theirs?
Head of Product Marketing at Heap
Competition plays a central role in messaging development and you must get extremely familar with how your competitors tell their story. After all, there's a reason we call it "positioning and messaging", because ultimately the best messaging positions you against something else. It draws contras...more