SaaStr 272: Asana's Head of Marketing Dave King on How We Are Entering The Third Wave of SaaS Marketing, What That Means For SaaS Marketers and Companies Today & What B2B Marketing Can Learn From B2C

Dave King is the Head of Marketing at Asana, the work management platform that teams use to stay focused on the goals that grow their business. To date, Asana has raised over $210m from some of the biggest names in tech including Mark Zuckerberg, Peter Thiel, Marc Andreesen, Ben Horowitz, Sean Parker, Ron Conway, Benchmark, Founders Fund and more incredible names. As for Dave, prior to joining Asana, he led the marketing teams at Percolate, Highfive, and Salesforce Community Cloud.

In Today’s Episode We Discuss:

• How did Dave make his way into the world of SaaS and startups? When did he realise his love of marketing SaaS companies?
• What does Dave mean when he says, “we are entering the 3rd wave of marketing”? What were the 1st and 2nd chapters? What does the “3rd wave” of marketing mean for marketers today? How does it change what marketing should be focusing on? How does it change how marketing works with sales and customer success? 
• What does Dave mean when he says, “offsites serve as a crutch for 2 core elements of the marketer's role”? How does Dave advise marketers on crafting their playbook? What are the core questions to ask? Where does Dave see many going wrong here? How does one turn a playbook into a repeatable, measurable process? With channel volatility being so high, is it possible to have a repeatable and predictable process?  
• What are Dave’s biggest observations on what B2B marketers can learn from B2C? How does that change how Dave thinks about new campaigns and community building with Asana today? Who does Dave think has done this particularly well in the world of enterprise? Are there any challenges to trying to carry over B2C into the world of B2B? 

Dave’s 60 Second SaaStr:

1. What does Dave know now that he wishes he had known at the beginning of his career in marketing? 
2. Biggest breakdown in the working of an efficient funnel?
3. A moment in Dave’s life that has served as an inflection point and changed the way he thinks? 

Read the transcript on our blog.

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Jason Lemkin

Harry Stebbings

SaaStr

Dave King