Specializing in B2B enterprise marketing and growth, Dave King oversees Asana’s global marketing efforts, including product marketing, communications, analyst relations, sales enablement and customer marketing. Prior to joining Asana, Dave led the marketing teams at Percolate, Highfive and Salesforce. Dave received his B.S. in Cognitive Science from Duke University and MBA from Stanford University Graduate School of Business.
Dave joined Asana in 2017 to oversee global marketing efforts that have since catapulted the company's reach to millions of users across 190 countries.
On this episode, Dave breaks down Asana’s unique, hybrid demand gen strategy that starts with a core belief in building an exceptional product experience. Dave discusses how to add value, engender trust, and deliver such a remarkable experience that your customers become your greatest advocates.
“Some of the best marketing is not creating things from scratch, but seeing the bright spots–what is working organically, what’s happening naturally–and creating programs to amplify or facilitate that. Our most creative ideas come from what we’re seeing in the community, versus us thinking them up in the lab.”
“We like to say great marketing is about education and delivering an experience. So how do we help people be better at their jobs, and how do you make it an experience that people want to talk about?”
“Word-of-mouth marketing is the future, but it’s really untapped. More people hear about us from word of mouth than they do from any of our advertising or marketing tactics.”
"What is the scarce commodity in society right now is trust. There is so much information out there, but we make emotional decisions and we make them based on trust. And I think that's ultimately what a brand is, is how do I deliver trust."