How Asana Scaled Pipeline with Piper the AI SDR Agent
In this session, Asana CMO Shannon Duffy shares how her team is joining the agentic marketing movement, and has scaled inbound by hiring Piper the AI SDR Agent.
Dan Darcy
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In this session, Asana CMO Shannon Duffy shares how her team is joining the agentic marketing movement, and has scaled inbound by hiring Piper the AI SDR Agent.
Asana is a leading work management platform, helping teams organize, track, and manage their work. Known for their forward-thinking culture and product innovation, Asana is also on the forefront of AI adoption—not only within its own platform, but also in how the company runs its revenue engine.
“We’re not just building AI into our product—we’re building it into our go-to-market strategy.”
— Shannon Duffy, CMO, Asana
The challenge: A funnel built for a different era
For decades, marketing teams have been tethered to a static, linear funnel. As Shannon Duffy puts it, the traditional marketing funnel was designed for a world with limited bandwidth—especially human SDR capacity.
“Pipeline is the #1 thing that keeps me up at night. And we were leaving too much of it on the table.”
The solution: Agentic Marketing at scale
Asana is embracing the Agentic Marketing movement—a new era where autonomous AI agents carry out core job functions for previously done by humans.
“We’re squarely in the Agentic era. Agents are transforming how we operate as CMOs. The inbound funnel is the perfect place to start.”
Hiring Piper, the AI SDR Agent, allowed Asana to:
Asana brought Piper onto the team over a year ago to address top-of-funnel inefficiencies. Today, Piper is a fully autonomous agent — onboarded like a human rep and equipped with everything she needs to qualify, engage, and convert.
“Piper filled an immediate gap and delivered an instant value-add.”
Piper quickly learned Asana’s messaging, product value props, and chat FAQs—providing standardized and scalable coverage across the funnel.
Piper uses Qualified’s goal feature to detect buyer intent and recommend next steps:
Piper has handled 24,000 conversations over 4 months (6,000/month), including nights and weekends—ensuring no conversation is left unanswered.
“We used to miss ~200 chats per month during business hours. Piper has taken that to zero.”
Since onboarding Piper, Asana has seen impressive returns:
“Piper is delivering pipeline we wouldn’t have captured otherwise—without increasing SDR headcount.”
Asana is continuing to innovate with Piper’s capabilities, including:
“This is just the beginning. Piper’s only getting stronger, and she’s quickly becoming one of our most impactful team members.”
“Agents like Piper are transforming how CMOs operate. This is what Agentic Marketing looks like in action: scalable, intelligent, and revenue-driven.”
— Shannon Duffy, CMO, Asana
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In this session, Asana CMO Shannon Duffy shares how her team is joining the agentic marketing movement, and has scaled inbound by hiring Piper the AI SDR Agent.
Asana is a leading work management platform, helping teams organize, track, and manage their work. Known for their forward-thinking culture and product innovation, Asana is also on the forefront of AI adoption—not only within its own platform, but also in how the company runs its revenue engine.
“We’re not just building AI into our product—we’re building it into our go-to-market strategy.”
— Shannon Duffy, CMO, Asana
The challenge: A funnel built for a different era
For decades, marketing teams have been tethered to a static, linear funnel. As Shannon Duffy puts it, the traditional marketing funnel was designed for a world with limited bandwidth—especially human SDR capacity.
“Pipeline is the #1 thing that keeps me up at night. And we were leaving too much of it on the table.”
The solution: Agentic Marketing at scale
Asana is embracing the Agentic Marketing movement—a new era where autonomous AI agents carry out core job functions for previously done by humans.
“We’re squarely in the Agentic era. Agents are transforming how we operate as CMOs. The inbound funnel is the perfect place to start.”
Hiring Piper, the AI SDR Agent, allowed Asana to:
Asana brought Piper onto the team over a year ago to address top-of-funnel inefficiencies. Today, Piper is a fully autonomous agent — onboarded like a human rep and equipped with everything she needs to qualify, engage, and convert.
“Piper filled an immediate gap and delivered an instant value-add.”
Piper quickly learned Asana’s messaging, product value props, and chat FAQs—providing standardized and scalable coverage across the funnel.
Piper uses Qualified’s goal feature to detect buyer intent and recommend next steps:
Piper has handled 24,000 conversations over 4 months (6,000/month), including nights and weekends—ensuring no conversation is left unanswered.
“We used to miss ~200 chats per month during business hours. Piper has taken that to zero.”
Since onboarding Piper, Asana has seen impressive returns:
“Piper is delivering pipeline we wouldn’t have captured otherwise—without increasing SDR headcount.”
Asana is continuing to innovate with Piper’s capabilities, including:
“This is just the beginning. Piper’s only getting stronger, and she’s quickly becoming one of our most impactful team members.”
“Agents like Piper are transforming how CMOs operate. This is what Agentic Marketing looks like in action: scalable, intelligent, and revenue-driven.”
— Shannon Duffy, CMO, Asana
Stay up to date with weekly drops of fresh B2B marketing and sales content.
In this session, Asana CMO Shannon Duffy shares how her team is joining the agentic marketing movement, and has scaled inbound by hiring Piper the AI SDR Agent.
Asana is a leading work management platform, helping teams organize, track, and manage their work. Known for their forward-thinking culture and product innovation, Asana is also on the forefront of AI adoption—not only within its own platform, but also in how the company runs its revenue engine.
“We’re not just building AI into our product—we’re building it into our go-to-market strategy.”
— Shannon Duffy, CMO, Asana
The challenge: A funnel built for a different era
For decades, marketing teams have been tethered to a static, linear funnel. As Shannon Duffy puts it, the traditional marketing funnel was designed for a world with limited bandwidth—especially human SDR capacity.
“Pipeline is the #1 thing that keeps me up at night. And we were leaving too much of it on the table.”
The solution: Agentic Marketing at scale
Asana is embracing the Agentic Marketing movement—a new era where autonomous AI agents carry out core job functions for previously done by humans.
“We’re squarely in the Agentic era. Agents are transforming how we operate as CMOs. The inbound funnel is the perfect place to start.”
Hiring Piper, the AI SDR Agent, allowed Asana to:
Asana brought Piper onto the team over a year ago to address top-of-funnel inefficiencies. Today, Piper is a fully autonomous agent — onboarded like a human rep and equipped with everything she needs to qualify, engage, and convert.
“Piper filled an immediate gap and delivered an instant value-add.”
Piper quickly learned Asana’s messaging, product value props, and chat FAQs—providing standardized and scalable coverage across the funnel.
Piper uses Qualified’s goal feature to detect buyer intent and recommend next steps:
Piper has handled 24,000 conversations over 4 months (6,000/month), including nights and weekends—ensuring no conversation is left unanswered.
“We used to miss ~200 chats per month during business hours. Piper has taken that to zero.”
Since onboarding Piper, Asana has seen impressive returns:
“Piper is delivering pipeline we wouldn’t have captured otherwise—without increasing SDR headcount.”
Asana is continuing to innovate with Piper’s capabilities, including:
“This is just the beginning. Piper’s only getting stronger, and she’s quickly becoming one of our most impactful team members.”
“Agents like Piper are transforming how CMOs operate. This is what Agentic Marketing looks like in action: scalable, intelligent, and revenue-driven.”
— Shannon Duffy, CMO, Asana
Stay up to date with weekly drops of fresh B2B marketing and sales content.
In this session, Asana CMO Shannon Duffy shares how her team is joining the agentic marketing movement, and has scaled inbound by hiring Piper the AI SDR Agent.
Asana is a leading work management platform, helping teams organize, track, and manage their work. Known for their forward-thinking culture and product innovation, Asana is also on the forefront of AI adoption—not only within its own platform, but also in how the company runs its revenue engine.
“We’re not just building AI into our product—we’re building it into our go-to-market strategy.”
— Shannon Duffy, CMO, Asana
The challenge: A funnel built for a different era
For decades, marketing teams have been tethered to a static, linear funnel. As Shannon Duffy puts it, the traditional marketing funnel was designed for a world with limited bandwidth—especially human SDR capacity.
“Pipeline is the #1 thing that keeps me up at night. And we were leaving too much of it on the table.”
The solution: Agentic Marketing at scale
Asana is embracing the Agentic Marketing movement—a new era where autonomous AI agents carry out core job functions for previously done by humans.
“We’re squarely in the Agentic era. Agents are transforming how we operate as CMOs. The inbound funnel is the perfect place to start.”
Hiring Piper, the AI SDR Agent, allowed Asana to:
Asana brought Piper onto the team over a year ago to address top-of-funnel inefficiencies. Today, Piper is a fully autonomous agent — onboarded like a human rep and equipped with everything she needs to qualify, engage, and convert.
“Piper filled an immediate gap and delivered an instant value-add.”
Piper quickly learned Asana’s messaging, product value props, and chat FAQs—providing standardized and scalable coverage across the funnel.
Piper uses Qualified’s goal feature to detect buyer intent and recommend next steps:
Piper has handled 24,000 conversations over 4 months (6,000/month), including nights and weekends—ensuring no conversation is left unanswered.
“We used to miss ~200 chats per month during business hours. Piper has taken that to zero.”
Since onboarding Piper, Asana has seen impressive returns:
“Piper is delivering pipeline we wouldn’t have captured otherwise—without increasing SDR headcount.”
Asana is continuing to innovate with Piper’s capabilities, including:
“This is just the beginning. Piper’s only getting stronger, and she’s quickly becoming one of our most impactful team members.”
“Agents like Piper are transforming how CMOs operate. This is what Agentic Marketing looks like in action: scalable, intelligent, and revenue-driven.”
— Shannon Duffy, CMO, Asana
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