The Proof Point

UserEvidence
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  • 两周一更
The Proof Point

Proof is what GTM leaders need to make fast and furious decisions that keep their businesses alive and thriving. The Proof Point hosts conversations anchored in the reality of day-to-day life as a revenue leader. No algorithm-hacking, talk-track headlining buzz statements around here. We’re hosting conversations between GTM leaders so we can gather the facts and provide you with the tactics and tools you need to bulletproof your strategy. Join host Mark Huber every other week as he invites the best GTM leaders into the conversation.

  1. 12月11日

    Our downloads plateaued...what's next?

    In this raw, brutally honest episode, we’re pulling back the curtain on The Proof Point’s first season with host Mark Huber, VP of Marketing, and newly minted Jillian Hoefer, Senior Content Marketing Manager at UserEvidence. We’re sharing exactly how our metrics went (spoiler alert: our downloads plateaued), the tactics that worked (and the ones that definitely didn’t), and everything we’ve learned along the way. Think of this as an episode on content evidence, not customer evidence. And yes, we’re telling you exactly what we wish we’d done differently, including a breakdown of our actual results. Plus, we’re giving you a sneak peek at what’s coming in Season 2: new tactics, better strategies, and—yes—real listener questions! What You’ll Get:  The proof of Season 1: What worked, what didn’t, and whyWhy distribution, not creation, is the key to scaling podcast contentOur top takeaways for improving Season 2 with some sneak peeks Things to listen for:(00:00) Why proof beat opinions every time(01:50) Jillian’s evolution from podcast partner to UserEvidence marketer(06:30) Breaking down The Proof Point’s season one wins(12:10) Lessons learned: Distribution pitfalls and the magic of relationships(20:00) How to think about “killing your marketing darlings”(24:30) How UserEvidence leverages podcast content beyond downloads(31:00) Tackling the challenge of LinkedIn’s algorithm(36:40) What the shift of strategy means for Season 2(42:00) The power of in-person interviews for engaging podcast content(50:10) Listener Q&A Subscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribeLearn more about UserEvidence: userevidence.com

    44 分钟

  2. 11月27日

    When does AI hurt your SDRs?

    Kyle Coleman, CMO of Copy.ai, joins The Proof Point to share his refreshing take on the future of the SDR role and the impact of AI on go-to-market teams. Kyle, who began his career as an SDR, shares why so many companies get the SDR model wrong and how AI can be integrated without compromising the authenticity of customer evidence. From "SDR AI sandwiches" to avoiding “spam cannons,” this episode shows how AI can enhance—not replace—the SDR role by providing actionable insights and trustworthy customer evidence that supports meaningful sales conversations. Subscribe to Mark’s newsletter, Evidently Learn more about the customer evidence platform that B2B teams at Gong, HackerOne, Sendoso, and more trust at userevidence.com. Things to listen for: (00:00) Introduction  (00:28) Why proof, not opinions, drives go-to-market success (02:20) Kyle’s role at Copy.ai – redefining sales tools (04:33) Copy.ai’s workflow magic: podcasts to blog posts (05:33) Tackling “go-to-market bloat” with streamlined solutions (07:17) Bridging SDR skill gaps with AI efficiency (09:39) Kyle’s wildest SDR fail – lessons learned (10:05) AI SDRs? Why buyers want human connections (11:27) The future SDR: more strategy, less spamming (13:08) How Copy.ai helps execs meet strategic goals

    26 分钟

  3. 11月13日

    Is a major product pivot death for a brand?

    Bitly’s CMO, Tara Robertson, shares her customer-centric playbook for transforming Bitly from a link shortener to a full connections platform. From leveraging QR codes to merging physical and digital experiences to using customer evidence, Tara explains how Bitly’s retention-focused marketing impacts every user touchpoint. This episode shares insights on building authentic customer connections while highlighting the metrics that matter in the B2B landscape. Things to listen for: (00:00) Introduction  (01:15) Tara’s journey from Sprout Social to Bitly (03:02) Building a customer marketing playbook at Sprout (04:27) Measuring retention and adoption with sub-KPIs (06:37) Bitly’s new direction (07:54) QR codes to 2D barcodes (09:39) Expanding Bitly’s target market - SMBs to enterprise (11:29) Showcasing use cases to support varied customers (13:24) Using customer stories to build trust (17:02) Overcoming challenges in gathering authentic evidence Subscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribe  Learn more about the customer evidence platform that B2B teams at Gong, HackerOne, Sendoso, and more trust at userevidence.com

    21 分钟

  4. 10月30日

    The brand crisis that’s lengthening your sales cycle

    The TL;DR Are you struggling to build trust with your buyers? Allyson Havener (TrustRadius) and Mark Huber (UserEvidence) break down the B2B buying disconnect between buyers and marketing and sales efforts—including some helpful tips to apply to your own marketing strategy to help close that gap. What’s working in B2B marketing:DATA-BACKED PROOF Original research and transparent data are key to building credibility and trust with skeptical buyers who are demanding upfront pricing and product claims before purchasing. What’s not working in B2B marketing:SUGAR-COATED "PROOF" Focusing too much on traditional bottom-funnel tactics without addressing what buyers genuinely want reduces trust and transparency. Pushing overly optimistic marketing narratives without real proof causes buyer mistrust. (And can ultimately lead to decision-making paralysis.) Grab TrustRadius’ original research report Grab UserEvidence’s original research report The Evidence Gap Key Takeaways: Address the disconnect between B2B buyers and sellers: There’s a significant gap between what buyers want and how sellers and marketers approach them. Buyers prioritize upfront pricing, peer reviews, and minimal sales pressure, while vendors often overlook these preferences.Trust is critical in the sales process: B2B buyers are skeptical, especially with the influx of tech options. Transparent communication, real customer evidence, and accurate ROI data is crucial to overcoming buyer hesitation.Original research fuels effective marketing strategies: Both TrustRadius and UserEvidence used their research reports as the cornerstone for content creation, social proof, and marketing messaging—illustrating how data-driven insights can shape a year’s worth of marketing materials.Brand trust is key in narrowing choices: Buyers typically start their search with 2-3 potential vendors and often stick with their original choice, underscoring the importance of establishing brand trust early in the buyer’s journey.Align marketing and sales for deal acceleration: In complex B2B sales, particularly with large enterprises, aligning sales and marketing strategies is essential to shorten the sales cycle and ensure consistent messaging across all touchpoints.Things to listen for:(00:00) Welcome to the show(01:20) How data fuels marketing strategies(06:22) The B2B brand trust crisis(07:57) Disconnect between buyer expectations and vendors(10:33) Buyers, sellers, marketers are not on same page(12:20) Buyers’ demand for upfront pricing, not secrecy(13:29) Buyer preference: Peer reviews over pushy sales(23:13) Why do buyers stick with original vendor choice?

    50 分钟

  5. 10月16日

    Don’t play it safe with your content POV

    The TL;DRStruggling with "checkbox marketing" and creating content that actually connects with your audience? Mark Huber (UserEvidence), Brendan Hufford (Growth Sprints),  Jess Cook (Island), and Brooklin Nash (Beam Content) break down building a content POV that resonates. What’s working in B2B marketing: PURPOSE-DRIVEN CONTENT Creating a POV that focuses on solving real customer problems, not just pushing your product, builds lasting trust and engagement. Don’t create content that just pushes your product.  What’s not working in B2B marketing: STICKING TO A CONTENT CHECKLIST Relying on the same old content formats and routines without a clear, compelling POV is causing teams to miss out on real engagement. It’s time to move past "checkbox marketing" and create content that truly matters. Key takeaways: Go beyond checkbox marketing: It's not about doing everything on the list. Instead, focus on creating purposeful content that solves real problems. Checking boxes won’t position your brand as a trusted partner, but creating content with intention will.Strong POVs drive engagement: When your POV is clear and speaks to your audience's challenges, it drives engagement and builds trust. Those long-term relationships then create more lasting value.Solve problems, not just pitch products: Your content shouldn’t always be about your product. When you lead with the problem your audience is facing, you open up more opportunities to build genuine connections.Leadership buy-in is critical: Getting leadership aligned with a content strategy that goes beyond metrics is crucial. When leadership trusts in the long-term vision, it’s easier to step away from safe, metrics-driven content.Listen to your audience first: The best content starts with understanding your audience. Whether through direct feedback or collaboration with internal teams, insights from your audience guide the way to more relevant and impactful content.Things to listen for:(00:00) Introduction(01:10) Why B2B marketing teams play it safe(03:06) The problem with checkbox marketing(05:48) Developing a POV with clear imperatives(11:34) How a focused message attracts the right audience(13:24) Balancing high-level concepts and tactical insights(17:49) Top-down vs. bottom-up approaches to content strategy(34:16) Building your POV around customer insights(37:22) Driving cross-team content with a unified strategy(40:01) Breaking content into key themes and pillars(46:37) Standing out in a crowded market with distinct messaging(48:37) Final thoughts on crafting impactful content

    50 分钟

  6. 10月2日

    Proving marketing's impact is more than justifying spend

    The TL;DRStruggling to prove marketing’s impact? Mark Huber (UserEvidence), Pranav Piyush (Paramark), Megan Boone (Redis), and Jason Widup (Fractional CMO) share their approaches for setting goals, measuring success, and getting leadership buy-in for strategies that aren’t always quantifiable. Find out how they strike the right balance between short-term wins and long-term growth. What’s working in B2B marketing:TRUST YOUR JUDGMENT, NOT JUST THE NUMBERSNot every successful tactic can be neatly measured. Combining data with sound judgment builds the confidence needed for leadership buy-in. What’s not working in B2B marketing:OVER-RELIANCE ON METRICSFocusing too much on data can miss the bigger picture. Not every effective strategy shows immediate returns, but building trust with leadership allows room for tactics that take longer to pay off. The key takeaways:1. Internal communication goes beyond sharing wins: It’s not just about delivering visible results. Consistent updates ensure leadership understands the marketing team’s ongoing efforts, even when the impact isn’t immediately obvious.2. Growth isn’t just about the numbers: A successful strategy balances measurable goals with flexible initiatives. Both are needed to drive short-term gains and long-term progress.3. Trust starts with early wins: Securing quick, measurable outcomes helps build the trust needed to pursue larger, more ambitious strategies that take longer to pay off.4. Go beyond attribution with modeling: Attribution is important, but it’s not the only way to measure success. Modeling helps capture broader trends and gives a clearer picture of performance.5. Set expectations early: This is more than hitting targets. Establishing realistic, achievable goals allows you to exceed targets and foster stronger relationships with leadership. The things to listen for(00:00) Intro(01:17) The challenge of proving marketing’s impact(02:25) Setting measurable goals vs. trusting your instincts(05:49) Why internal marketing builds leadership trust(09:33) Can everything be measured? (13:27) Using event marketing to drive pipeline(17:28) Balancing data-driven decisions with intuition(22:58) How small wins build momentum for your team(29:03) Modeling success versus focusing on measurement(36:24) Biggest mistakes and advice for new marketing leaders

    49 分钟

  7. 9月18日

    Building and scaling customer evidence programs

    The TL;DR Struggling to show the real value of customer marketing? Mark Huber (UserEvidence) is joined by Jane Menyo (Gong), Cache Walker (Trellix), and Leslie Barrett (Tipalti) to reveal how top B2B SaaS companies are finding proof points that matter. What’s working in customer marketing:THINK LIKE A CONSULTANTTreat customer marketing as more than just a department. Act like a consultant—balance short-term wins with long-term impact by building solid relationships, both inside and outside your organization. What’s not working in customer marketing:LACK OF PROOFToo many teams are operating without clear metrics. To show the real business value of customer marketing, you need data-driven results. This helps break the myth that it’s just a "feel-good" function. Key takeaways:  Customer marketing goes beyond quick wins: It’s not about just driving immediate results or running feel-good advocacy programs. Think of it as a long-term, consultative approach—you're providing strategic guidance rather than just being another team member.Proof is everything: Real customer evidence is at the heart of credibility. In B2B, marketers are seeing the shift to data-backed customer feedback, much like how consumer reviews drive decisions in companies like Uber and Airbnb.Tracking engagement isn’t straightforward: It can be tricky for customer marketers to demonstrate the value they bring. Traditional metrics don’t always capture the relationship-building efforts. However, creating solid frameworks and using the right tools to track engagement helps bridge that gap.Scaling with creativity and AI: AI tools, like bots that learn from customer feedback and thoughtful multichannel campaigns, can streamline customer marketing. This not only saves manual effort but also leads to genuine, meaningful engagement.Getting executives on board: Engaging with top-level executives is one of the toughest aspects of customer marketing, but it’s vital. Identifying the right stakeholders and crafting specific initiatives for them can make all the difference.The things to listen for: (00:00) Intro  (01:17) Why proof points are crucial for go-to-market teams (02:07) Common mistakes in customer marketing (03:01) Initial missteps in the field of marketing (04:02) Why customer marketing is misunderstood  (07:13) Why customer feedback is important (09:55) Influences in customer marketing (14:16) The challenges and pitfalls of customer marketing (25:28) Leveraging technology and automation (36:17) Measuring the impact and ROI of customer marketing efforts

    48 分钟

  8. 9月4日

    Don’t confuse demand creation with brand awareness

    The TL;DR Overwhelmed by the endless debate between brand awareness and demand creation? Mark Huber (UserEvidence), Liam Moroney (Storybook Marketing), Sydney Sloan (G2), and Sam Kuehnle (Loxo) break down the real differences and why getting it right matters more than ever. What’s working in B2B marketing: FALLING IN LOVE WITH THE CUSTOMERUnderstanding your audience isn’t enough. The best brands are fixated on solving customer problems, which drives authentic connection and loyalty. What’s not working in B2B marketing: CONFUSING BRAND AWARENESS WITH DEMAND CREATIONLumping brand awareness and demand creation together is a mistake. Knowing when and how to leverage each is crucial for driving both immediate results and long-term growth. The key takeaways Customer-first focus: Fall in love with solving customer problems, not just promoting your product. This approach builds trust and positions your brand as a true partner in success.Clear, direct messaging: Clarity beats cleverness every time. Make sure your brand message isn’t lost in jargon—be straightforward about what you offer and why it matters.Evidence over opinions: In a market full of noise, hard proof stands out. Use data and real-world results to back up your claims, reinforcing trust with your audience.Targeted demand creation: Move beyond broad brand awareness. Create targeted, meaningful demand by showing why your solution is the best choice for specific problems.Long-term success: Don’t get lost chasing quick wins. Focus on building lasting relationships and sustainable growth by prioritizing high-quality engagement over vanity metrics.The things to listen for(00:00) Intro(01:17) Why brand awareness and demand creation aren’t the same(04:35) Love the problem more than the product(07:22) How customer fixation drives successful marketing strategies(11:08) The dangers of blurring brand and demand(14:43) Why simplicity beats cleverness in messaging(19:12) How data-driven marketing builds trust(22:57) Targeting your ideal customer profile with demand creation(27:36) Long-term growth strategies vs. chasing quick wins(31:48) The role of evidence in building a trustworthy brand(36:54) Key insights and final thoughts from the guests

    54 分钟
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关于

Proof is what GTM leaders need to make fast and furious decisions that keep their businesses alive and thriving. The Proof Point hosts conversations anchored in the reality of day-to-day life as a revenue leader. No algorithm-hacking, talk-track headlining buzz statements around here. We’re hosting conversations between GTM leaders so we can gather the facts and provide you with the tactics and tools you need to bulletproof your strategy. Join host Mark Huber every other week as he invites the best GTM leaders into the conversation.

信息

  • 创作者
    UserEvidence
  • 活跃年份
    2024年
  • 单集
    23
  • 分级
    儿童适宜
  • 版权
    © 2024 UserEvidence
  • 节目网站
    The Proof Point

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