How Good Data Drives Growth in the AI Era: Lessons from Asana CMO Shannon Duffy

This episode features an interview with Shannon Duffy, Chief Marketing Officer at Asana. Shannon leads global marketing efforts, including corporate, product, growth, revenue, and engagement. Prior to Asana, she held the role of Executive Vice President Cloud and Industry Marketing at Salesforce where she guided messaging, experiences, and go-to-market strategy for their flagship products. Shannon is a technology marketing veteran who has held leadership positions in the industry since 2003.

In this episode, Kailey sits down with Shannon to discuss how Asana is building the future of work with AI workflows that complement a deeply human customer experience. From AI to human hand-offs to prescriptive use cases that delight customers, we discover how Asana has harnessed the power of good data to fuel it all.

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Key Takeaways:

• Making a B2B buying decision is complex. Having human and data touch points working together provides an excellent customer experience for B2B buyers.
• For companies like Asana, AI can identify a signal, create a workflow for the right salesperson, and start the customer interaction much faster.
• Creating a culture of data within teams helps ensure marketing tactics are performing and resonating well with customers.

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“It's really important to me that my teams have a culture of data. How is that woven into the fabric of our marketing work? It's not just enough to do, you have to make sure it is performing and you have to make sure it is resonating with your customers. It's not just like, ‘Did this do well or did it not?’ If it's not doing well, it's not resonating with their customers.” – Shannon Duffy

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Episode Timestamps:

‍*(02:56) - Shannon’s career journey

*(05:36) - Trends impacting marketing and customer engagement

*(11:55) - How Asana is testing AI and the customer journey

*(17:01) - How Shannon defines “good data”

*(27:05) - Changes in customer engagement in the next 6 to 12 months

‍*(32:35) - Shannon’s recommendations for upleveling customer experience strategies

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Links:

Connect with Shannon on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com