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Vivek Asija
Sr. Director, Product Marketing, Heap
About
IT guy turned product marketer many years ago. Looking for the best brunch in Norcal. www.vivekasija.com
Content
Vivek Asija
Heap Sr. Director, Product Marketing • June 9
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......Read More
1945 Views
Vivek Asija
Heap Sr. Director, Product Marketing • June 8
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 ......Read More
1504 Views
Vivek Asija
Heap Sr. Director, Product Marketing • June 8
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......Read More
1441 Views
Vivek Asija
Heap Sr. Director, Product Marketing • June 9
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......Read More
1387 Views
Vivek Asija
Heap Sr. Director, Product Marketing • June 9
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......Read More
1338 Views
Vivek Asija
Heap Sr. Director, Product Marketing • June 9
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......Read More
1224 Views
Credentials & Highlights
Sr. Director, Product Marketing at Heap
Product Marketing AMA Contributor
Lives In San Mateo, California
Knows About Category Creation, Pricing and Packaging, Messaging, Stakeholder Management