Shows
We're Not MarketersYour CEO Just Handed You an Event. Now What? w/ Maggie AraiYour CEO just said you're hosting an event. You've never run one. Now what?Maggie Arai is the Founder of IRL Studios, where she designs in-person events for online brands. She's run more than 70 of them. She's also the person keeping Death to Marketing, our own conference, out of a ballroom with fluorescent lighting.We asked her what a product marketer needs to know before their first event lands on their desk. Where the budget quietly disappears (food and bev, every time). Why every event needs a 10...
2026-09-2441 min
The Content 10x PodcastHow to Turn One Event Sponsorship Into Six Months of Content with Jillian HoeferWhat if a single day of event sponsorship could give your content team six months of material?That's what happened when UserEvidence sponsored an on-site podcast studio at an industry event and used the opportunity to create a whole series of conversations with B2B marketers. It's also the story that brought their Director of Content Marketing, Jillian Hoefer onto the podcast in the first place. Amy had been following her on LinkedIn for a while, and when Jillian posted about the repurposing play in detail, it was enough to ask her on the show to walk...
2026-09-1040 min
ToplineSPOTLIGHT: Surviving the Inbox Apocalypse | Evan Huck, CEO & Co-Founder @ UserEvidenceEvan Huck, CEO and co-founder of UserEvidence, opens up about the hard decision to shift from a tried-and-true outbound sales playbook to a long-term brand-building strategy. After eight straight quarters of flat pipeline growth, Evan had to trust the process, convince his board to stay the course, and rethink how UserEvidence reached its ideal customers. In this conversation, he shares what it takes to stay patient when results don't come fast, how to balance short-term pipeline needs with brand investments, and why the payoff was worth the wait. Evan also shares: - Why eight quarters of...
2026-09-0325 min
The Outpost by UserEvidenceVibe Code Check with Scott Brinker, Emily Pick, and Ashley WardMost marketers think vibe coding is a developer thing. The data says otherwise.Scott Brinker, editor of chiefmartec, partnered with UserEvidence to survey 302 SaaS marketing leaders who are actually vibe coding. Workflow automations. Custom integrations. Internal dashboards. Built by marketers, without a dev sprint.Turns out the teams pulling ahead aren't the most technical. They're the ones who got governance in place early, had a marketer champion it from the inside, and pushed through the trough of disillusionment instead of abandoning it.This one's for the marketers who are done watching from the...
2026-07-0758 min
Straight To VoicemailWhy outbound is an executive team goal, not just a sales goal | Heather Bell, UserEvidenceEvery B2B CEO on LinkedIn is echoing the same challenges right now: margin pressure, tight budgets, and the critical need to prove ROI. Yet, many sales teams completely miss what these executives are actually asking for, continuing to lean on cold outreach methods that simply no longer work. In this episode of Straight to Voicemail, Adam Sockel hears from Heather Bell, a seasoned VP of Sales and strategic revenue leader with a track record at organizations like WorkRamp, Envoy, OpenTable, and UserEvidence. Heather shares her strategic blueprint for breaking through the noise by blending community-driven i...
2026-07-0704 min
The Outpost by UserEvidenceNicole Saunders: “My Manager Told Me to Be More Cross-Functional. I Didn’t Stop Until I’d Built the Whole Playbook”Cross-functional collaboration is the skill 60% of CMA professionals say matters most (according to our recent research). But nobody teaches you how to do it.Nicole Saunders, Senior Director of Customer Experience Strategy at Higher Logic built a framework for it, not from a book, but from being told by her manager that she needed to be more cross-functional and having no idea what that meant.This is the session for the marketers who know collaboration should be bigger than Slack messages and one-off asks, and want a real model for making it work.
2026-06-2351 min
The Outpost by UserEvidenceCasey Hill: We A/B Tested To Find The Social Proof That Actually Drives ConversionMost common trust signals aren't working the way people think they are.Casey Hill, CMO at DoWhatWorks has tested social proof across thousands of B2B SaaS brands. UserEvidence surveyed 800+ buyers, sellers, and marketers on what proof actually builds trust. Turns out, most social proof is losing. Logo bars. Star ratings. Vague testimonials. Not because they're wrong, but because the execution is generic and nobody's testing anything.This one's for the marketers who are ready to stop assuming and start seeing what the data actually says.
2026-06-0959 min
The Outpost by UserEvidenceKevin Lau: “I Built A Customer Awards Program That Gave Me Access To Our Most Elusive Customers"Most customer awards programs peak at the trophy moment, and then everyone moves on to the next thing.Kevin Lau, Customer Marketing leader and prominent voice in the space, doesn’t do that. His most recent programs at Freshworks and Adobe unlocked massive accounts that weren't giving his team the time of day, generated a full year of customer stories, and created a real trackable pipeline from a single program.He walks through the leadership alignment, the judging process, and how to turn each winner into a strategic relationship over the next 12 months.Th...
2026-05-2747 min
The Outpost by UserEvidenceIrene Yam: “I’ve Found The Perfect Way to Run a Virtual CAB”Getting customers to show up to a virtual CAB is the easy part. Getting them to actually engage? That's where most teams lose the room.Irene Yam, author of Build a World-Class Customer Advisory Board and longtime customer advocacy leader, has spent years making virtual CABs feel less like a webinar and more like a real conversation. And Thomas J. Patti, a veteran CAB customer advisor, is bringing the customer perspective.They're breaking it all down with us at The Outpost.In this episode, Irene shares her playbook for building virtual advisory boards...
2026-04-1445 min
The Outpost by UserEvidenceEmily Coleman: “I Cracked the Code on Measuring The Revenue Impact of Customer Evidence”Revenue attribution? For a customer evidence program? It can’t exist… right?Emily Coleman, Senior Manager of Customer Marketing and Advocacy at LaunchDarkly, put on her data analyst hat and cracked the code to this long-standing “white whale” problem for customer marketing programs.She’s sharing her entire playbook with us at The Outpost.In this episode, Emily shares how she leveraged the tools her team already had to build an attribution model that uncovered a key insight: reps who engaged with the evidence library more often were more likely to bring cust...
2026-03-3133 min
Great EventsThe Secret Sauce of Events That Build Brand and Drive PipelineGreat events aren’t just about the day itself. What you do before, during, and long after creates experiences that truly resonate and drive long-term value.In this episode, Camille Arnold sits down with UserEvidence’s VP of Marketing, Mark Huber, and Director of Content Marketing, Jillian Hoefer, to talk experiential marketing. The two take us behind the scenes of Highline 2025, explaining why it was more than an event, but an opportunity to build lasting connections and enhance their brand’s presence.Tune in to learn how to craft an eve...
2026-03-2545 min
The Outpost by UserEvidenceCache Walker: "I'm Building A Reference Program That Negates The Need For References"What if the best reference call is the one you never have to schedule?Cache Walker, Director of Customer Marketing at Trellix, has been asking that question (and building the answer).In this episode, Cache walks through how Trellix is creating a customer evidence program that gets proof into the hands of sellers faster, with less pressure on the advocates who've already done their customers a solid.aSurveys, reviews, sales training, and yes, even Reddit. It's all fair game when your job is making sure the right proof point lands at the...
2026-03-1747 min
Best Story WinsThe Only Content That Cuts Through with Jillian Hoefer Head of Content at UserEvidenceAI proof isn’t “building trust.” It’s getting ignored—or worse, backfiring—because it’s generic, gated, and wildly irrelevant. In a world of risk-averse buying committees and AI-driven discovery, your “best case study” might be your biggest liability.In this episode, Jillian Hoefer (Head of Content at UserEvidence) delivers the reality check B2B teams keep dodging: buyers don’t need more claims—they need credible, searchable, situation-matched evidence that makes choosing you feel safe. Jillian breaks down why the classic “one giant ROI story for everyone” approach erodes trust, how AI search punishes gated proof, and why the winners in 2026 wi...
2026-02-0549 min
The Marketing MillennialsHow to Make Content Stand Out in the AI Age with Jillian Hoefer, Director of Content Marketing at UserEvidence | Ep. 385Why feed the content machine…when you can build the content house?
In this throwback episode, Jillian Hoefer (Director of Content Marketing at UserEvidence) is a loud-and-proud evangelist for original research. She shares how surveys, expert interviews, and deep data dives can turn a single report into a year’s worth of content and real go-to-market impact.
And, how do you design surveys that don’t suck? She breaks down how to work with analysts to pull out the story and keep the distribution engine humming long after launch.
...
2026-01-2137 min
BrandformanceHow UserEvidence’s first in-person event generated $2M+ in pipeline ft. Mark HuberOn this episode of Brandformance, Pranav digs into the real work behind UserEvidence’s first Highline conference — a 100-person, invite-only B2B event in Jackson, Wyoming. Mark walks through how he evaluated third-party events, built conviction for running their own, pitched it internally, set hard attendee criteria, and designed an experience-first format that included wildlife tours, rafting, and a mountain-top content day. He shares the decisions, tradeoffs, and logistics that turned a risky idea into a major pipeline-generating moment for UserEvidence.About the guest:Mark Huber is the VP of Marketing at UserEvidence. His unusual path thro...
2025-12-0847 min
Building With Buyers260 - How Gamification In Customer Marketing Is Evolving (Mark Huber, VP Marketing at UserEvidence)Mark Huber is VP of Marketing at UserEvidence. UserEvidence is a Customer Evidence Platform that lets you collect feedback, curate success stories, and create content that credibly proves the value of your product. Don’t beg for case studies. Get customer proof at scale.Mark and I are both Navattic advisors.Here’s what we cover:Tell me about your team, what’s everyone doing;Tell me about how your positioning and messaging has changed, and how it’s landing;How’d you get the en...
2025-10-2951 min
Founder-Led Sales Stories with Pete Kazanjy - Startup Sales Expertise From Founders Who've Done ItUserEvidence: MarTech Category Creation and Mountain Town Sales Teams with Evan Huck of UserEvidenceJoin Pete in conversation with Evan Huck, Co-Founder and CEO of UserEvidence, the customer evidence platform helping B2B tech companies prove their value with compelling customer stories.Pete and Evan dive into Evan's "community thought leadership" approach that landed their first big logos, his "perfect discrimination" pricing strategy (charging exactly what each customer could bear), and how he built a killer sales team from ski instructors and raft guides in Jackson Hole.Evan shares the brutal reality of creating a new MarTech category, why he outsourced cold email despite being an...
2025-09-221h 07
The Outpost by UserEvidenceThe 2-part formula that most marketers missProduct data + customer quotes. It's the foolproof formula that's helped Transcend change the customer storytelling game. In this episode, guest host Alex Eaton (Director of Product Marketing at UserEvidence) chats with Phyllis Fang, Head of Marketing at Transcend, about how her team turns complex, compliance-heavy work into creative, campaign-worthy stories. Think: Spotify Wrapped, but for data privacy.Phyllis breaks down how they built and scaled “Data Rights Unwrapped”—a personalized, metrics-driven campaign that combines product usage data and customer feedback to tell stories that actually stick. We dig into how the...
2025-09-0222 min
The GTMnow PodcastGTM 159: Scaling ZoomInfo to over $1B ARR, the Upmarket Playbook, and Launching CoPilot to over $100M Revenue in 6 months | James RothJames Roth is the Chief Revenue Officer at ZoomInfo, where he oversees a global revenue engine supporting over 37,000 customers and more than $1 billion in ARR. With a background in scaling hypergrowth teams and building enterprise go-to-market machines, James has helped reposition ZoomInfo from a sales tool to the foundational data layer for modern GTM teams. Under his leadership, ZoomInfo launched Copilot, its flagship AI product, and executed a bold shift upmarket — transitioning from transactional selling to a data-first, enterprise-driven GTM strategy.Discussed in This EpisodeHow ZoomInfo transitioned from transactional selling to enterprise go-to-marketThe "Go...
2025-08-1947 min
ToplineHow To Spend Your 20s in The Super Intelligence Economy3 multi-millionaire founders give their practical insights on how to prepare for the rise of AGI and super intelligence. Thanks for tuning in! New episodes of Topline drop every Sunday and Thursday. Don't miss GTM2025 — the only B2B tech conference exclusively for GTM executives. Elevate your 2026 strategy and join us from September 23 to 25 in Washington, D.C. Use code TOPLINE for 10% off your GA ticket. Stay ahead with the latest industry developments and emerging go-to-market trends with Topline Newsletter by Asad Zaman. Subscribe today. Tune in to The Revenue Leadership Podcast ever...
2025-08-181h 08
The Outpost by UserEvidenceThe key to getting the best customer storiesThe right customer stories have the power to build trust and even accelerate deals. But we all know that chasing massive logos and begging for a case study isn't always the most efficient way to get those stories told. In this episode of The Proof Point, Mark passes the mic to guest host Alex Eaton, Director of Product Marketing at UserEvidence, who sits down with Yadin Porter de León, Director of Customer Advocacy and Thought Leadership at Heroku. Yadin pulls back the curtain on how he’s building scalable, trust-driven customer evidence programs that...
2025-08-1217 minToplineWe Run $1m+ Businesses. These Are The Jobs We're Giving to AISam Jacobs, Asad Zaman, and AJ Bruno and CEOs who are fundamentally changing how they are hiring and firing because of AI. These are the jobs that will and won't exist in the next 12 months, and our real-world insights on what CEOs are looking for out of their talent base. Thanks for tuning in! New episodes of Topline drop every Sunday and Thursday. Don't miss GTM2025 — the only B2B tech conference exclusively for GTM executives. Elevate your 2026 strategy and join us from September 23 to 25 in Washington, D.C. Use code TOPLI...
2025-08-101h 03
ToplineSPOTLIGHT: Surviving the Inbox Apocalypse with Evan Huck of UserEvidenceNobody told startup founders building credibility felt this messy. Evan Huck, CEO and co-founder at UserEvidence (ex-SurveyMonkey, TechValidate), pulls back the curtain on what it really takes to turn verified customer proof into actual demand. Forget the fairytales: from wrestling with cold starts in outbound sales to playing the long game with brand, Evan's war stories are pure fuel for GTM teams tired of overnight success myths. Thanks for tuning in! New episodes of Topline drop every Sunday and Thursday. Don't miss GTM2025 — the only B2B tech conference exclusively for GTM executives. Elevate your 2026 st...
2025-08-0725 minToplineWhat does the future of tech look like when it costs $0 to switch software?What if AI made switching platforms effortless—and what would that mean for SaaS? This week on Topline, Sam Jacobs, Asad Zaman, and AJ Bruno unpack the latest headlines around Databricks, Snowflake, and Ramp to explore whether AI is truly shifting the foundations of enterprise software. They debate the reality behind "vibe coding," question whether AI is actually boosting productivity (or just slowing us down), and discuss why so much of today's AGI conversation feels overhyped. Plus: the rise of nano agents, the illusion of developer efficiency, and what jobs might look like in 2030. Thanks for...
2025-08-031h 02
ToplineE119: What Public SaaS Can Learn from Private EquityPublic SaaS companies are growing faster—but private equity–backed SaaS companies are doing it more profitably. In this episode, AJ and Asad dig into new data from David Spitz comparing ARR growth and EBITDA margins across both groups, and debate what's really driving the difference: lower R&D spend, selection bias, or superior go-to-market execution. They also unpack the implications of long CAC paybacks, PE-style operational rigor, and whether most founders truly understand the capital partners they're signing up with. Thanks for tuning in! New episodes of Topline drop every Sunday and Thursday. Don't miss...
2025-07-271h 12
The GTMnow PodcastGTM 155: How to Build a GTM Motion from Scratch — Using AI, Community, and Data as a Moat | Erica AndermanErica Anderman is the co-founder and COO of Foodini, an AI-powered platform solving food allergy and dietary transparency through data infrastructure. With over 15 years of go-to-market experience across foodtech and vertical SaaS, Erica has led revenue at companies like Slice, Seated, and Odeko, and held roles across sales, customer success, partnerships, and RevOps. She began her career in door-to-door restaurant sales and now builds GTM from the ground up, helping 50% of the population with dietary needs find safe, personalized dining experiences.Discussed in this Episode:Transitioning from CRO to founder (and why it’s so...
2025-07-231h 00
Revenue DiariesEpisode 14: Workplace Vulnerability, Childhood Lessons, and Mental Clarity with Mark Huber"Just because you go to therapy doesn’t mean something’s wrong with you—it means you’re building tools to navigate life."In this episode, I sit down with Mark Huber, VP of Marketing at UserEvidence, former hockey captain, and one of the most thoughtful voices in B2B. Mark opens up about the experiences that shaped him—from hiding his ADHD diagnosis to embracing therapy after personal and professional burnout.We talk about how routine and team sports built grit, the pressure of competitive environments, and the silence ar...
2025-07-2233 minToplineE118: Did Windsurf Screw 200+ Employees for $2.4B ft. Carta's Peter WalkerWindsurf grew fast, hit $82M in ARR, and was nearly acquired by OpenAI for $3 billion—until the deal collapsed. Google stepped in with a $2.4 billion offer, but only for 40 engineers. In this episode, Sam, Asad, and AJ are joined by Peter Walker, Head of Insights at Carta, to break down what really happened and what this deal signals for the future of startup M&A. They explore how acqui-hires are evolving into talent-first extractions, what founders owe their teams in billion-dollar outcomes, and why equity might not mean what employees think it does. The crew also debates whe...
2025-07-201h 09ToplineE117: How AI Native Orgs Are Reshaping RevOps and Post SalesThis week on Topline, Sam Jacobs, Asad Zaman, and AJ Bruno dive into how AI-native companies are reorganizing go-to-market teams—with more investment in RevOps and post-sales, fewer traditional marketers, and agent-led outbound replacing SDRs. They break down new data from Iconiq, unpack Figma's S-1 through the lens of revenue quality, and explore what makes these orgs structurally different. Thanks for tuning in! New episodes of Topline drop every Sunday and Thursday. Don't miss GTM2025 — the only B2B tech conference exclusively for GTM executives. Elevate your 2026 strategy and join us from September 23 to 25 in Wash...
2025-07-131h 07ToplineE116: Why Adaptation Is the Only Strategy That Works in AISam Jacobs, AJ Bruno, and Asad Zaman unpack what it means to lead through uncertainty in a time of rapid change. They reflect on Q2 wins, the emotional cost of ambition, and why founders are feeling more anxious than ever. From letting go of the SaaS playbook to adapting in real time, they explore how AI is reshaping leadership, team culture, and what "good" revenue looks like. Plus: the decline of CS, the rise of forward-deployed engineers, and how to build when nothing feels stable. Thanks for tuning in! New episodes of Topline drop every...
2025-07-061h 13
Whispered HiringWhispered Hiring with Evan Huck - CEO & Co-Founder @ UserEvidenceIn this episode of How I Hire, Andy Mowat speaks with Evan Huck, CEO & Co-Founder of UserEvidence, about his systematic approach to executive hiring while scaling from zero to 40 employees. As a former AE turned CEO who still interviews every single hire, Evan shares advanced frameworks for role architecture, candidate evaluation differentiation by function, and decision-making processes that prevent costly mis-hires. His methodology reveals how early-stage leaders can maintain hiring excellence while building the foundational team that determines long-term trajectory.
Topics discussed:
The role portfolio methodology for unfamiliar executive functions—how Evan mapped his first VP Ma...
2025-07-0233 min
The GTMnow PodcastGTM 149: How to Scale International Sales Teams with Rick KelleyRick Kelley is the former SVP of Gaming & App Monetization Solutions at Meta and Managing Director of Meta Ireland, where he led a $1B+ revenue organization & played a pivotal role in building out Meta’s go-to-market teams across North America & EMEA. Over his 15-year career at Meta, Rick was instrumental in driving international expansion, especially across Europe, the Middle East, & Africa—helping to localize strategy, scale high-performing sales teams, & bring new ad products to market. Today, he advises founders on global GTM execution, sales hiring, & how AI is reshaping the future of commercial organizations.Di...
2025-06-0346 min
The B2B Content ShowBurn the Playbook | How to Win at B2B Marketing w/ Mark HuberEveryone talks about “playing it safe” in B2B marketing.Mark Huber thinks the opposite.In Episode 9 of The EventShark Podcast, we sit down with Mark Huber, VP of Marketing at UserEvidence, to talk about what it really takes to stand out as a modern B2B marketer.A few months back, we shot a wild project with Mark and his team in Jackson Hole, Wyoming. We’ve already dropped the first two episodes and let’s just say nothing about that shoot played it safe.We dig into taking risks, building...
2025-05-1549 min
On Messaging"How We Almost Botched Our Messaging..." w/Alex Eaton | UserEvidenceOn the show today, I have Alex Eaton, Director of Product Marketing at UserEvidence.Before joining UserEvidence, Alex worked in product marketing at Help Scout and Lessonly.What you’ll learn:1. The 3 traits that separate great product marketers from good ones—and why “execution” is the most underrated2. How Alex avoided a messaging disaster at UserEvidence—and the simple question that unlocked the right positioning3. Why most messaging gets overlooked inside companies—and how Alex ensures people actually use it4. A tactical breakdown of messaging docs that get read—why...
2025-04-2955 min
Dear Marketers with Emily Kramer & Friends“Dear Marketers, Is sales & marketing alignment harder than ever?" (part 2/2)Is sales & marketing alignment harder than ever? (Part 2/2)Summary: In this episode of 'Dear Marketers,' Host Emily Kramer and her friends Devon Watts, Head of Product Marketing and Partnerships at Mercury, and Grace Erickson, VP of Revenue at Cocoon, tackle the often intense topic of sales and marketing alignment. The discussion dives deep into the complexities of aligning these critical go-to-market functions. Together, they discuss the impact of Account-driven GTM, the role of centralized Rev Ops teams, the nuanced debate over variable compensation for marketers, and the evolving use of AI tools. This episode is part 2...
2025-04-2852 min
The Outpost by UserEvidenceThe 3 ways your marketing team needs to be using AIHot off the heels of Shopify’s leaked AI manifesto, most every marketing leader should be wondering the same thing this week: are we using AI well enough? In this episode of The Proof Point, Dave Boyce, EVP of Product at Winning By Design, examines how AI is redefining the leadership landscape in the go-to-market space. And, he’s sharing the top 3 things every marketing team should be using AI for (and if you’re not...now’s the time to get started). Dave discusses adapting leadership in the AI age, highlighting curiosity and process design o...
2025-04-1646 min
Content MattersHow to Build Engaged Communities and Content that Converts with Adam Robles, Reach AgencyIs your marketing truly audience-first — or just going through the motions?Kaylee Peterson, Director of SEO at Compose.ly, returns to the show with a soapbox moment about the realities of working with SEO agencies, what clients should expect from partners, and why education and transparency matter more than ever. We’re also joined by Adam Robles, co-founder of Reach Agency, to talk about community building, client trust, and how to guide audiences from awareness to advocacy, especially when budgets are tight and expectations are high.In this episode, you’ll learn:The Co...
2025-04-1539 minContent MattersHow to Build Engaged Communities and Content that Converts with Adam Robles, Reach AgencyIs your marketing truly audience-first — or just going through the motions?Kaylee Peterson, Director of SEO at Compose.ly, returns to the show with a soapbox moment about the realities of working with SEO agencies, what clients should expect from partners, and why education and transparency matter more than ever. We’re also joined by Adam Robles, co-founder of Reach Agency, to talk about community building, client trust, and how to guide audiences from awareness to advocacy, especially when budgets are tight and expectations are high.In this episode, you’ll learn:The Community Equati...
2025-04-1542 min
The Outpost by UserEvidenceIs AI a trust-killer or trust-accelerator?In this episode of The Proof Point, host Mark Huber sits down with Navneet Singh, VP of Marketing for Network Security at Palo Alto Networks, to explore how trust is built in one of the most challenging industries—cybersecurity.Navneet shares his perspective on overcoming skepticism in cybersecurity buyers through precision AI, customer evidence, and transparent marketing strategies. He breaks down the innovative ways Palo Alto Networks is leveraging AI to fight adversaries, close the cybersecurity skills gap, and deliver real value to customers. This episode is packed with actionable insights and forward-thinking ideas for B2B ma...
2025-04-0227 min
The Outpost by UserEvidenceHow to build signal-based marketing plays2025 is the year to nail signal-based selling. If you’re sweating about it…don’t. This convo will get your gears turning.In this engaging episode of The Proof Point, host Mark Huber sits down with Tom Wentworth, former CMO of Recorded Future and current CMO at Incident.io, to explore what it takes to build trust and execute bold marketing strategies in the competitive B2B landscape.Tom shares how he launched The Record, a trusted cybersecurity news brand at Recorded Future, by aligning leadership on bold ideas and hiring top talent like N...
2025-03-1928 min
The Outpost by UserEvidenceIs gating your content hurting buyer trust?To gate or not to gate…that is the question on every marketer’s hot takes list. For Chris Singlemann, Senior Manager of Demand Generation at Prelude, the answer is simple: ungated. Why? Transparency builds trust. Chris shares how his team prioritizes transparency and authenticity by focusing on clear, use case-based product demos, interactive videos, and ungated content that removes friction and earns buyer trust. From his early days in the agency world to leading demand generation at a Series A startup, Chris offers a candid look at the challenges and opportunities of marketing in one of the...
2025-03-0521 minContent MattersUsing Data to Craft a Compelling Content Story with Jillian Hoefer, UserEvidenceHow do marketers use data effectively without losing authenticity?Mike Leonhard, Founder & CEO of Compose.ly, shares his perspective as a C-suite buyer on why data matters in marketing and how companies can use it to build trust and close more deals. We’re also joined by Jillian Hoefer, Senior Content Marketing Manager at UserEvidence, known for her Dumpster Fire campaign. Jillian explores the challenges of balancing storytelling with hard numbers, the rise of founder-led content, why not every executive should be a thought leader, and how marketing teams can help employees create and share content that fe...
2025-03-0449 min
The Outpost by UserEvidenceWhich channels should I prioritize this year?This episode of The Proof Point, Host Mark Huber sits down with John Short, CEO of Compound Growth Marketing, to discuss how telling the right customer stories (in the right places) can help you break through buyer skepticism. John shares his experience turning proof points and testimonials into tools that build confidence, foster trust, and move deals forward in competitive markets. He also shares how he aligns sales and marketing to create narratives that resonate with buyers and inspire action.No fluff here—John brings real examples of how Compound Growth Marketing uses authentic customer stories to cr...
2025-02-1921 min
The Outpost by UserEvidenceWe’re forgetting this crucial piece of building buyer trustThis episode gets real about the challenges and opportunities of marketing in the cybersecurity space. Host Mark Huber sits down with Mary Yang, CMO of Syxsense, to uncover what it takes to build trust with skeptical buyers and navigate the highs and lows of being a marketing leader in a high-stakes industry.Mary shares candid lessons from her career, including the tough realities of managing people, the chaos of acquisition transitions, and the critical importance of advocating for yourself and your team. She also highlights the power of useful content, creative negotiation tactics, and why...
2025-02-0528 min
The Outpost by UserEvidenceThe best way to beat out buyer skepticismTrust is what’s winning deals in today’s insanely saturated tech market. And what better way to figure out how marketers are building trust with skeptical buyers than going to the most skeptical industry of all to get all of their tips and tricks–cybersecurity.Mark Huber sits down with Sam Langrock, Senior Product Marketing Manager at Recorded Future, to dive into why knowing their fears is the greatest way to win over their trust. And don’t worry, this isn’t just a theory session. Sam gives real examples of how Recorded Future uses customer evidence t...
2025-01-2224 min
Selling Intelligence (formerly Selling the Cloud)From SDR to CEO: Evan Huck on Reinventing Sales in a Changing WorldEpisode Summary:In this episode of Selling the Cloud, hosts Mark Petruzzi and KK Anderson sit down with Evan Huck, CEO of UserEvidence, to explore his inspiring journey from an introverted SDR to the leader of a groundbreaking SaaS company. Evan shares the lessons he’s learned about building resilient teams, fostering innovation, and adapting to the rapidly changing sales landscape.This conversation dives into the shifting dynamics of B2B sales, the rise of evidence-based marketing, and how startups can thrive in unstructured environments. Packed with actionable insights, this episode is perfect for sales pr...
2025-01-1649 min
The Remarkable SaaS Podcast#345 - Evan Huck, CEO of UserEvidence - on customer evidence democratization.This podcast interview focuses on the entrepreneurial journey to democratize customer evidence and change the way B2B software buying decisions are made. My guest is Evan Huck, Co-founder and CEO of UserEvidence.Evan's journey in the tech industry is a testament to his entrepreneurial spirit and sales acumen. He started his career as an SDR (Sales Development Representative) in 2010, joining TechValidate as their first sales employee. This early experience laid the foundation for his future success.What's remarkable about Evan's career trajectory is how he rapidly climbed the ranks in...
2025-01-1553 min
The Outpost by UserEvidenceBONUS: The Long Game feat. Dave GerhardtMark asked Dave Gerhardt to play 9 holes of golf with him with the promise that he wouldn't ask him any questions he'd ever been asked before.One catch: he’d be bringing a film crew.Dave said game on.This is The Long Game.
2025-01-0954 min
The Outpost by UserEvidenceWhat's the real impact of original research?When we launched our original research report, The Evidence Gap, we thought we’d get 150 downloads in the first 30 days. The actual results? Blew that goal out of the water. Original research is the secret weapon for cutting through the noise in B2B marketing. In this episode of The Proof Point, we dive into UserEvidence’s Evidence Gap Report with UserEvidence co-founder and CEO Evan Huck, exploring the growing need for credible proof in today’s high-stakes buying environment. The big takeaway? Marketers often think their content is crushing it, but sales teams and buyers see major...
2025-01-0841 min
The Outpost by UserEvidenceOur 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 bre...
2024-12-1144 min
Revenue MindSpeak Up | Mark Huber, VP of Marketing at UserEvidenceCompetitive-hockey grit and weekly therapy keep CMO Mark Huber sane inside VC-paced growth. He and Jolie dive into blocking therapy like a board meeting, decoupling self-worth from the pipeline, and why voice-note walks beat Slack doom-scrolls.
Key Takeaways
• Therapy on the calendar is a power move, not weakness.
• Outcome ≠ identity: effort is the real KPI.
• Leaders destigmatize mental health by speaking first.
• Voice-note walks turn rumination into insight.
• Humor keeps intensity sustainable in startups.
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2024-12-0431 min
The Outpost by UserEvidenceWhen 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.Subscrib...
2024-11-2725 min
The Outpost by UserEvidenceIs 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 adoptio...
2024-11-1320 min
The Unexpected LeverHidden Pricing Hurts Sales with Mark Huber, UserEvidenceIs hiding your pricing costing you more than you realize?In this episode, Jarod Greene sits down with Mark Huber, VP of Marketing at UserEvidence, as he shares his candid thoughts on the frustration of hidden pricing in B2B SaaS. He unpacks why transparent pricing is needed to build trust with buyers and how outdated sales tactics waste time for both teams and customers.In this episode, you’ll learn:The Importance of Price Transparency: Openly sharing your pricing can build trust with buyers and lead to faster decision-making.Avoid Time-Wasting Sales Tactics: Hi...
2024-10-3105 min
The Outpost by UserEvidenceThe brand crisis that’s lengthening your sales cycleThe TL;DRAre 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:SUG...
2024-10-3049 min
The Sales Technology PodcastFrom SDR to CEO: How UserEvidence is Revolutionizing B2B Sales with Evan HuckIn this episode of the Sales Technology Podcast, David Dulany interviews Evan Huck, CEO and Co-Founder of UserEvidence, a platform designed to help B2B companies gather and leverage customer evidence at scale. Evan shares his journey from starting as an SDR to leading a sales tech company, highlighting key insights about solving critical challenges in sales, including creating relevant social proof and customer stories. The conversation delves into how companies can collect and use customer data more efficiently, the importance of relevant sales content, and actionable strategies for gathering customer feedback to drive growth. Whether you're an SDR...
2024-10-2122 min
The Outpost by UserEvidenceDon’t play it safe with your content POVThe 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...
2024-10-1650 min
Market MasteryLeveraging Customer Proof for Stronger Sales with Evan HuckHow many times have you rolled your eyes at claims like “1000% increase in ROI”? In today’s market, buyers are increasingly skeptical of metrics that sound too good to be true. Evan Huck, CEO and Co-Founder of UserEvidence, discusses how B2B companies can leverage customer data to build trust and close deals. Case studies, testimonials, and ROI metrics need to be specific and relevant in order to resonate with your potential buyers. It’s not enough to have credible data, though. Companies have to make content easily accessible and actionable for salespeople and marketers to drive...
2024-10-1533 min
GTM News DeskOpenAI's AI Device, LinkedIn's Data Privacy Concerns, & Customer Evidence in GTM (with UserEvidence CEO, Evan Huck)What does Jony Ive's collaboration with OpenAI mean for AI and hardware integration?Is it ethical for LinkedIn to use your data to train AI? How should customer data be used to support your go-to-market strategy?Those are the 3 big topics we’re covering on this episode of GTM News Desk. We’re joined by Evan Huck, CEO of UserEvidence, to share his expertise on the importance of integrating customer evidence throughout the buyer's journey, the value of building scalable and relevant customer stories, and the challenges of making...
2024-10-1531 min
You Should Talk ToMark Huber, VP of Marketing at UserEvidenceIn this episode of "YouShouldTalkTo," our host Daniel Weiner chats with Mark Huber, VP of Marketing at UserEvidence. Trusting your gut has been a recurring theme in this podcast and Mark’s episode is no different. No matter how good the numbers are, it’s the human element that helps you and your company stand out. Mark has found this to be true in marketing and in life. Mark gets tons of agencies cold calling and reaching out to him asking for a meeting. Most of the time the answer is no. But if he ca...
2024-10-0222 min
The Outpost by UserEvidenceProving marketing's impact is more than justifying spendThe 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...
2024-10-0248 min
The Outpost by UserEvidenceBuilding and scaling customer evidence programsThe TL;DRStruggling 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 market...
2024-09-1848 min
The Outpost by UserEvidenceDon’t confuse demand creation with brand awarenessThe TL;DROverwhelmed 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 AWAREN...
2024-09-0453 min
Executive EvolutionTransforming Young Talent into Leaders with Evan Huck"Leadership isn't just about steering the ship. It's about making sure every crew member knows they're on the right journey." In this episode of Executive Evolution, our host Craig Anderson sits down with Evan Huck, CEO of UserEvidence, to discuss the highs and lows of leading through uncertainty, building a thriving remote culture, and inspiring a mission-driven team. Join us to discover how Evan leads with empathy and insight, even when facing the hard truths of executive life. After You Listen: Get your copy of Let...
2024-08-2925 min
The Outpost by UserEvidenceCustomer obsession has gone too farThe TL;DROverwhelmed by the constant push to be customer-obsessed?Mark Organ (Influitive), Jill Rowley (Salesforce), and Evan Huck (UserEvidence) dive deep into what it means to truly focus on the customer without losing sight of what’s best for your business. This episode explores the delicate balance between meeting customer demands and maintaining a healthy company culture.What’s working in B2B SaaS:UNDERSTANDING CUSTOMER NEEDSInstead of simply following customer requests, deeply understand and anticipate their needs to deliver truly valuable solu...
2024-08-2153 min
The Outpost by UserEvidenceThe future of GTM focuses on what your buyers wantThe TL;DRFeeling overwhelmed by outdated playbooks and rigid sales processes?Kevin White (Common Room), Mac Reddin (Commsor), and Natalie Marcotullio (Navattic)—leaders in modern go-to-market strategies—dive deep into transforming your approach to align with today’s buyer expectations, leveraging cutting-edge signals, and fostering long-term relationships.What’s working in B2B marketing:ADOPTING A BUYER-FIRST APPROACHPutting your buyer at the center isn’t just a trend—it’s a necessity. From understanding buyer signals to ensuring seamless experiences, aligning your sales process with buyer preferen...
2024-08-0747 min
The Outpost by UserEvidenceTarget customer insights can be your secret weaponThe TL;DRHey B2B marketers, struggling to execute on the data you collect?Peep Laja (Wynter), Victoria Sakal (Wonder), and Ryan Sorley (Klue) join the show to talk about how to transform customer insights into strategic actions.What’s working in B2B marketing:OWNERSHIP & QUICK DECISION-MAKINGDitch the committee approach. Crown a leader who can make quick decisions and see your initiatives gain speed and precision.What’s not working in B2B marketing:BROAD RESEARCHCasting a wi...
2024-07-2437 minGreat EventsTurning a Two-Day Event into Eight Months of Content with Mark HuberEver wondered how to turn a two-day event into eight months of engaging, evergreen content? With the events season in full swing, it's a perfect time to rethink how to get the most out of your events.In this episode, Alyssa Peltier is joined by Mark Huber, VP of Marketing at UserEvidence, to discuss the art of content repurposing. You'll learn:How to frame interview asks that make it effortless for your guests to say "Yes"The power of one-on-one video interviews and po...
2024-07-1717 min
The Outpost by UserEvidenceWhy competitive intelligence is more than battle cardsThe TL;DRFeeling buried under LinkedIn fluff and competitive banter?Andy McCotter-Bicknell (Apollo), Clara Smyth (Klue), and Alex Eaton (UserEvidence)— trailblazers in the world of competitive intelligence—share their wealth of experience on gathering actionable insights, understanding your competitors' strategies, and effectively positioning your product in a crowded market.What’s working in B2B marketing:INVESTING IN COMPETITIVE INTELLIGENCEKnowing your competitors isn't optional—it's critical. Whether it's crafting that killer pitch or understanding your customer's pain points, competitive intelligence is your secret weapon to closing more deals.
2024-07-1041 min
CHURN FME253 | Optimising Positioning, Messaging, and Buyer Enablement to Drive Customer Success with Jason OakleyToday on the show we have Jason Oakley, the founder of Productive PMM and former Director of Product Marketing at Klue and Chili Piper.In this episode, Jason shares his experience in building product marketing from the ground up, focusing on the critical areas of positioning, messaging, and buyer enablement.We discussed how these elements play a crucial role in driving customer success and improving retention, along with practical strategies for implementation.We wrapped up by discussing the role of product marketing in working with sales, customer success, and product teams to ensure...
2024-07-1031 min
The GTM Pack ShowEpisode 84: Taking creative risks, social proof, & GTM alignmentIn this episode of #TheGTMPack podcast, we interview Mark Huber, VP of Marketing at UserEvidence based in Chicago, IL.
In this conversation, we dig into:
💡 How to balance brand building with direct response efforts
💡 Who should own the collection of “social proof” like testimonials, etc within your GTM organization
💡 Tactical advice to improve alignment around content & storytelling
& more!
#b2b #gtm #marketing #socialproof #productmarketing #customermarketing
2024-06-2830 min
The Outpost by UserEvidenceChurn is a company problem, not a customer success problemThe TL;DRAre you tired of battling churn and struggling to retain customers?Today, Sy Pendergast (Goldcast), Lauren Alt Kishpaugh (Pendo), and Myles Bradwell (UserEvidence) get real about what actually causes customers to churn and break the myth that churn is just a Customer Success problem.What’s working in B2B marketing:COLLABORATIVE CUSTOMER SUCCESS STRATEGIESBridge the gap between Marketing and Customer Success. Discover how leveraging positive customer stories and refining your ICP can drastically reduce churn. Collaboration is key—unite your teams to drive real, impa...
2024-06-2651 min
The Marketer ShowMark Huber's Method for Collecting Customer EvidenceOn today's episode, I spoke with Mark Huber about generalists, marketing strategy vs execution, and customer evidence. Mark is the VP of Marketing at UserEvidence and has worked across tons of different marketing roles.You'll learn:The pros and cons of being a marketing generalistWhy some companies get stuck on strategyHow to start collecting customer evidenceAnd more
2024-06-2421 min
Reed Between the LinesSelf-Worth, Family Legacies, & Becoming an Executive with Mark Huber (VP of Marketing, UserEvidence)Today’s guest is a first-time SaaS marketing executive who’s building a legacy and reputation for building brand and demand at impressive startups.Meet Mark Huber, VP of Marketing at UserEvidence. He’s had an impressive career journey from self-teaching to becoming a VP in B2B tech. He’s known for his dynamic and impactful marketing strategies and for maintaining an aspirational work-life balance. Mark’s story is one of relentless dedication, adaptability, and the courage to balance creative passions with executive responsibilities. But he’s not done—he’s had his sights set on becoming a CMO...
2024-06-191h 09
The Outpost by UserEvidenceWhat’s wrong with Calendly’s homepage?The TL;DRIs your homepage sending the right message?Robert Kaminski (Fletch) didn’t think so about Calendly and respectfully called them out on LinkedIn. Jeff Hardison, Calendly’s Head of Product Marketing, defended himself in the comment section. We invited them onto the show to continue the debate.What’s working in B2B marketing:MATCHING YOUR HOMEPAGE TO YOUR AUDIENCELet's be real—your homepage isn't just prime real estate; it's the front line of your marketing battlefield. In a world where most B2B SaaS homepage...
2024-06-1249 min
Product Marketing LifePMM charters and proof customers actually believe, with Mark Huber and Alex Eaton from UserEvidenceIn this episode of Product Marketing Life, our host Collin Mayjack sits down with the boys behind UserEvidence, Mark Huber & Alex Eaton. Mark peeled back the curtain on his first PMM hire, Alex shared about building his PMM charter, and the three of them talked about what UserEvidence does best – customer proof.
2024-06-0743 min
The Outpost by UserEvidenceHow to write stories your sales team will actually useThe TL;DRAre you sick of spinning average products into marketing magic? Do you feel like a “poo polisher” as April calls it?Today, April Dunford (Ambient Strategy), Kyle Lacy (Jellyfish), and Marcus Andrews (Pendo.io) dive into storytelling and how to write stories your sales team will actually use.What’s working in B2B marketing:TAILOR-MADE, ENTHRALLING STORYTELLINGDraw in your prospects with a compelling narrative that screams relevance. Skip the generic fluff. Dive deep into the psyche of your customer. Make them the hero of your s...
2024-05-2944 min
The Outpost by UserEvidenceWhere to focus your messaging: features vs. benefits vs. outcomesThe TL;DRFeatures, benefits, or outcomes - where should your marketing strategy zoom in? With a sea of opinions out there, here's the lowdown from some folks who really know their stuff.Anthony Pierri (FletchPMM), Emma Stratton (Punchy), and Chris Orlob (pclub.io) tell us where to shift our focus in messaging to B2B companies to be successful.What’s working in B2B marketing:CONVERSATIONAL, CRYSTAL CLEAR MESSAGING Speak plainly, or you might as well speak alien. Keep it simple, keep it straight, and watch visitors turn into le...
2024-05-1549 min
BrandformanceWhy you should invest in social proof with Mark Huber (UserEvidence)Today’s guest was Mark Huber. Mark, VP of Marketing at UserEvidence, a platform that supports brands to collect stats, intelligence, and proof from their customers to use in their go-to-market motion. Mark’s been in the startup ecosystem for ages including working at Metadata and advising Navattic. Here are two things I learnt from Mark:Importance of social proof using available intelligenceHow Mark built the pipeline model at UserEvidence and how it’s changed the game.
2024-05-1028 min
The Outpost by UserEvidenceAre you doing enough research?The TL;DRToday, we're all about research—audiences, customers, markets, you name it. No fluff, just the raw truth.Amanda Natividad (SparkToro), MJ Smith (CoLab), and Evan Huck (UserEvidence) talk about research (or lack thereof) for many B2B companies.What’s working in B2B marketing:CREATIVITY + CUSTOMER INSIGHTResearch needs to validate creative ideas. Hear how these three avoid marketing myopia.What’s not working in B2B marketing:INCONSISTENT RESEARCH Research isn’t a one-off activity. Don’t fall vic...
2024-05-0143 min
The Outpost by UserEvidenceWhy most revenue models fail (and how to make yours better)What's the secret sauce for a killer revenue game plan?Join Mark and the squad—Emily Kramer (MKT1), Adam Goyette (Growth Union), and Jeff Ignacio (Regrow Ag)—as they spill the tea on crafting killer strategic revenue blueprints. They're not just talking shop; they're revolutionizing how we think about growth.What’s working in revenue models:ALIGNMENT IS KEYClear team goals aligned with company objectives create ownership. Big takeaway for revenue growth models - alignment is key.What’s not working in revenue models:POOR PLA...
2024-04-1738 min
The Outpost by UserEvidenceWhat does ‘ICP fit’ actually mean?Adam Schoenfeld woke up and chose violence with his hot take on this one.Adam (Keyplay) joins Trinity Nguyen (UserGems) and Jarod Greene (Vivun) to dig into some of the most common misconceptions around TAM, ICP, and ID’ing fit.What’s working when defining your ICP:LET DATA LEAD THE WAY Set it up in your CRM. Track your customers. What’s changed? Who’s churned? Why? Is our hypothesis for who’s a fit actually our best fit?What’s not working when defining your ICP: OBSESSION OVER INTENT...
2024-04-0344 min
The Outpost by UserEvidenceWhy hasn’t the B2B sales playbook changed?B2B buying has evolved almost overnight…so why is B2B selling still running the same plays?Nate Nasralla (Fluint), Rachel Shi (Metadata), and Mark Kosoglow (Catalyst Software) share their theories on why the sales playbooks in 2024 are still lagging, and the ways they’re changing the game within their own organizations.What’s working in B2B selling:GOING BEYOND SALES TRAINING Kobe took tap dancing lessons to strengthen his ankles. Arnold Schwarzenegger took ballet lessons to learn how to pose onstage. Going outside of your discipline gives you a...
2024-03-2051 min
The Outpost by UserEvidenceWhy your GTM messaging fails (and how to fix it)Jen Allen-Knuth may have lost a few friends with this one.Jen (DemandJen), Kaylee Edmondson (DemandLoops), and Jason Oakley (Productive PMM) share some of the biggest failings around creating, socializing, and iterating on GTM messaging that resonates.What’s working for GTM messaging:START WITH THE PROBLEM AND VALUE If you know your ICP, the problem you’re solving, and the value you’re bringing, your messaging will resonate. Period.What’s not working for GTM messaging: CRAFTING IN A SILO Even if you’re your own ICP, don’t fall...
2024-03-0644 min
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer SuccessThe importance of customer stories with Evan Huck, UserEvidenceNew customers want to hear success stories from previous customers - and nowhere is this more prevalent than in a B2B environment. When it comes to creating customer stories, Go-to-Market or GTM teams struggle to find a solution that is both cost-and time-effective leaving these teams with a shortage of customer examples to use. The need for customer proof to be readily available in ample quantities has become apparent as more decisions are based on this key factor early on in the buyer journey. Today we're going to talk about the importance of customer stories and...
2024-02-2724 min
The Outpost by UserEvidenceShould you actually want to be a media company?If you’ve come to hear Devin Reed at his spiciest, you’ve come to the right place.Devin (Clari), Anthony Kennada (AudiencePlus), and Morgan J. Ingram (AMP) join host Mark Huber to talk very blatantly about the state of B2B content in 2024.What’s working in B2B content:MEASURING + ADAPTING All 3 of the guys share their actual metrics of success for great content, and how to keep content plans in check based on the cold hard facts.What’s not working in B2B content: CREATING FOR ALGOR...
2024-02-2151 min
The Growth Marketing ShowUserEvidence VP of Marketing Mark HuberLearn more about Surf: joinsurf.com
Mark Huber is the VP of Marketing for UserEvidence, a company that automates social proof for GTM teams. Generate verified customer evidence, product stats, and ROI data in minutes.
2024-02-1920 min
The Outpost by UserEvidenceThe Proof PointHere’s what GTM teams are missing: Proof.That’s what I think every morning when I fire up LinkedIn and scroll through boring manifestos and endless lukewarm takes.Opinions are cheap. Proof is gold.I’m Mark Huber, and this is The Proof Point, a show from UserEvidence that helps GTM teams find ideas, get frameworks, and swap tactics.Each episode includes an unfiltered discussion with the biggest names in B2B SaaS to help find the proof points i’m in search of.You’ll learn from sales, mar...
2024-01-1501 min
The Hard Corps Marketing ShowStrategic Marketing Shifts - Mark Huber - Hard Corps Marketing Show - Episode # 356Today's guest is Mark Huber, the VP of Marketing at UserEvidence. In this episode, Mark and Casey explore outdated PR tactics, employee advocacy in marketing, and internal marketing strategies. Mark is a seasoned B2B marketing leader and brand builder, having also launched and co-hosted the Demand Gen U Podcast.Connect with Mark Huber:Mark Huber on LinkedIn: https://www.linkedin.com/in/markehuber UserEvidence Twitter: https://twitter.com/GetUserEvidence UserEvidence website: https://userevidence.com Personal Website: https://markhuber.co Ways to Tune In:Apple Podcasts: https://podcasts.apple...
2023-12-0842 min
2 Pizza MarketingNailing Those First 90 Days as Marketing Leader with Mark Huber (UserEvidence)Melissa's been waiting a while to share this guest with you: Mark Huber, current VP of Marketing at UserEvidence and previously at Metadata. You may know him from his marvelous podcast Demand Gen U, and he's here to share some real talk about what the first 90 days as a startup marketing leader should look like, looks like in reality, and means for your sanity. We'll hear Mark talk about: - learning from his mistakes- what he planned and how it all went sideways- the importance of internal marketing- staying close to...
2023-11-2635 min2 Pizza MarketingNailing Those First 90 Days as Marketing Leader with Mark Huber (UserEvidence)Melissa's been waiting a while to share this guest with you: Mark Huber, current VP of Marketing at UserEvidence and previously at Metadata. You may know him from his marvelous podcast Demand Gen U, and he's here to share some real talk about what the first 90 days as a startup marketing leader should look like, looks like in reality, and means for your sanity. We'll hear Mark talk about: - learning from his mistakes- what he planned and how it all went sideways- the importance of internal marketing- staying close to...
2023-11-2635 min
The Pocus Unlocking Revenue PodcastKevin Young: The anti-playbook playbookAlexa and Kevin Young, VP of Sales at UserEvidence dive right into what Kevin calls his "anti-playbook playbook," why he feels strongly that repeatability is sometimes overrated, and how to build a sales team that thinks from first principles.
2023-11-1622 min
Demand by Omni LabEp 39: Outbound Email is Not Dead with Evan Huck @ UserEvidenceOutbound email isn’t dead. Join Jonathan Bland, the Co-Founder of Omni Lab, and Evan Huck, the CEO & Co-Founder of UserEvidence, as they discuss what works and what doesn’t when it comes to outbound strategies – from personalization, to targeting, the right way to follow up, what tech you need, and more. Listen in to see how UserEvidence drove millions of dollars of net new pipeline with cold email.
2023-11-1441 min
Healthy Competition: Product Marketing | Competitive Intelligence | StrategyEvidence-Based Marketing as a Competitive Advantage w/ Evan Huck (Co-Founder & CEO of UserEvidence)Evan Huck is the CEO & Co-Founder of UserEvidence, the customer voice platform that automates social proof for GTM teams, generating verified case studies, testimonials, and stats in minutes.
I’ve been a fan of UserEvidence for a while, so it was great to sit down with Evan and hear about their growth and how they’re standing out in a sea of GTM tools. By the end of this episode, you’ll learn:
How to effectively use customer stories to win deals
The pros and cons of selling in a non-defined space
Evan...
2023-09-0431 min
The CustomerX FilesQuality vs. Quantity (in life and customer reviews)On this episode of The CustomerX Files, Alison is joined by Evan Huck, CEO & Co-Founder at UserEvidence. The quality versus quantity debate isn't new, but with the evolution of the buyer's journey and more reliance on social proof and user reviews, it may be closer to a solution. Alison and Evan discuss the role of social proof through the buying cycle, how consumers are becoming more savvy, and yes, why quality over quantity matters.
2023-08-2842 min
The GTM Pack ShowEpisode #13: Evan Huck, CEO & Co-founder at UserEvidenceIn this episode of The GTM Pack podcast, we interview Evan Huck, CEO & Co-founder at UserEvidence based in Jackson, Wyoming.
In this conversation we dig into GTM topics such as:
💡 Evan's inspiration behind launching UserEvidence
💡 The non-linear founder journey & the steps Evan took prior to committing to the new venture
💡 The importance of detaching the ego as a startup founder
Check out https://www.assetmule.ai to learn more about how product marketers & go-to-market teams use our software.
2023-08-0826 min
On Marketing#25 Mark Huber: VP of Marketing @ UserEvidence// WATCH //▶️ Watch this episode on YouTube// EPISODE DESCRIPTION //Selling vs. educating. Unlike science vs. religion, they rarely exist together.Salesy content stands out—it's easier to sniff out than kids smoking reefer in the high school locker room. Educational content, on the other hand, comes from a place of caring and helps the audience make progress.That's a big difference.Mark helps illustrates how to create better educational content...
2023-08-0433 min
What Was That Like - True Stories. Real People.Evan was buried in an avalancheThese days, snowboarding is really popular in the colder climates, and of course everyone knows what it is. But it’s actually a relatively new sport, especially when compared to traditional snow skiing.The very first snow skis are dated all the way back to around 8000 BCE, and were found in northern China. They were basically long pieces of wood, like 6 feet, which is about 2 meters, and were covered with horsehair.Snowboards, on the other hand, have come about much more recently.Jake Burton is known as the “father of snowboarding”, and he recall...
2022-06-171h 02
State of Customer Storytelling008: Evan Huck - Using Customer Testimonials To Overcome Buyers’ ObjectionsEvan Huck is the CEO and founder of UserEvidence. UserEvidence lets you unlock stories from happy customers, and automatically create a library of content assets. UserEvidence automatically generates hundreds of verified customer success stories and proof points in minutes, and their dedicated public Research Library allows you to cite independently-verified research about your customers' success.
In this episode Evan shares his insights as a specialist in B2B enterprise sales, marketing automation, and start-up growth. We talk about building trust using evidence-based customer stories. We also talk about using customer marketing throughout your sales funnel, the right way to ask...
2022-01-0336 min
Demo DiariesDemo Diaries: Ep 048 | Small Actions of Bravery Can Change Your Life🎙: In this episode, our host Jorge L Soto interviews Evan Huck, CEO & Co-founder at UserEvidence. -- 👉🏽 Social Handles 👈🏼 🧑🏻💼 Experts' Linkedin: https://www.linkedin.com/in/evanhuck/ 🏢 Company's Linkedin: https://www.linkedin.com/company/userevidence/ -- Company Overview UserEvidence is a SaaS platform that arms B2B vendors with verified customer evidence, proof points, and success stories to prove the value of their products. UserEvidence clients proactively capture feedback from customers, and then transform the positive feedback into an array of elegant marketing content assets (e.g. testimonials, reviews...
2021-10-0518 min