The Outpost by UserEvidence

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 customer proof into their sales conversations.She dives into where LLMs are helpful—and where they fall short—and explains how spreadsheets and lightweight databases have led to more reliable analysis, connecting customer evidence to real business impact.This one’s for the customer marketers who want to turn data into actionable insights, without waiting for the “perfect” system to come together.

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 right moment in a deal.This one's for the customer marketers who are tired of being the reference desk, and ready to become the team that brings proof to the whole business.--Thanks for joining us at The Outpost. Mosey on over to userevidence.com/outpost, where your peers are sharing their best customer marketing and advocacy plays in live sessions every other week. To learn more about how UserEvidence helps B2B marketing teams manage evidence, advocates, and references all in one place, check out userevidence.com

In a captivating discussion, Phyllis Fang, Head of Marketing at Transcend—a data privacy champion—reveals how her team is changing the narrative within the privacy sector. She shares insights on the 'Data Rights Unwrapped' campaign, merging product data with customer quotes to create compelling stories. The conversation highlights the importance of original research in reshaping perceptions and how a unified approach among sales, marketing, and product teams can lead to success. Discover how personal touches can transform heavy compliance into engaging experiences!

Yadin Porter de León, Director of Customer Advocacy at Heroku, dives into the art of gathering impactful customer stories. He reveals how listening to customers can enhance trust and accelerate deals. With insights on transforming surveys into powerful advocacy tools, Yadin discusses the critical ingredients for engaging content and emphasizes the importance of effective questioning. He also shares Heroku’s innovative self-service portal for accessing customer quotes, making storytelling a scalable and strategic asset in marketing.

Dave Boyce, EVP of Product at Winning By Design and author of 'Freemium', dives into the transformative role of AI in marketing. He explores how leaders must adapt by fostering curiosity and collaboration among teams. Discover three key areas where marketing teams should implement AI to drive growth and avoid chaos. With insights from industry giants like Adobe and Uber Eats, Boyce emphasizes the need for clear goals and performance measures. He also discusses enhancing customer engagement and the evolving landscape of go-to-market strategies.

Join Navneet Singh, VP of Marketing for Network Security at Palo Alto Networks, as he dives into the complex landscape of trust in cybersecurity. He discusses how precision AI is transforming the industry and helping to bridge the cybersecurity skills gap. Navneet emphasizes the importance of transparency and customer evidence to combat buyer skepticism. Learn about Palo Alto's innovative approach to fighting adversaries and the value of experimentation in marketing strategies. This conversation is packed with practical insights for anyone navigating the trust challenges in tech.

In this engaging discussion, Tom Wentworth, the former CMO of Recorded Future and current CMO at Incident.io, shares his insights on building trust in B2B marketing. He recounts the creation of 'The Record', emphasizing the need for executive buy-in and hiring skilled journalists for credibility. Tom explores the vital role of signal-based selling for future success and highlights tools like Clay and Common Room for enhancing engagement. He also shares strategies for aligning marketing and sales for impactful results.

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 toughest industries: cybersecurity.We explore actionable strategies for marketers navigating early-stage companies, including the value of sprint methodologies, leveraging thought leadership ads, and creating interactive demos that inform and engage buyers. Plus, Chris breaks down how to simplify attribution while still collecting the insights that matter most.What You’ll Get:How ungated content can drive more informed sales conversationsWhy authenticity is the key to winning over skeptical cybersecurity buyersThe role of sprint methodologies in agile marketing teamsThe impact of thought leadership ads in building trust and retargeting audiencesThings to listen for:(00:00) Mark’s intro and what makes this episode a must-listen(01:42) Chris’s transition from agency life to cybersecurity marketing(03:14) The highs and lows of finding product-market fit as a team of one(05:05) Why ungated content works in cybersecurity and how to execute it(07:48) Building trust with product videos and guided demos(10:42) Simplifying attribution: What every marketer needs to focus on(12:32) Chris’s lessons learned from thought leadership ads(18:20) What excites Chris most about marketing in 2025Subscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribeLearn more about the customer evidence platform trusted by B2B teams at Gong, HackerOne, Sendoso, and more at userevidence.com.

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 craft impactful sales strategies. If you’re looking for actionable insights on leveraging trust to fuel growth, this one’s for you.What You’ll Get:How authentic customer stories help overcome buyer skepticismThe secret to crafting proof points that actually resonateHow alignment between sales and marketing leads to better storytellingThings to listen for:(00:00) Mark’s intro to John and his revenue marketing expertise(03:45) Why trust is the ultimate currency in today’s market(07:15) The buyer fears that hold back deals—and how to address them(11:30) Turning customer success stories into actionable sales tools(17:00) Aligning marketing and sales for seamless storytelling(21:15) John’s go-to example of trust-building done rightSubscribe 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.

This 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 execution matters just as much as strategy.Mary offers practical insights and real-world examples of how she’s broken through the noise and created meaningful connections in one of the toughest industries to market in. If you’re looking for a behind-the-scenes look at cybersecurity marketing and leadership, this one’s for you.What You’ll Get:How to build trust and confidence with skeptical buyersLessons from career highs, lows, and the art of negotiationWhy execution is just as important as strategyThings to Listen For:(00:00) Mark introduces Mary and her unique perspective on cyber marketing(03:34) The chaos of acquisition transitions and leadership lessons(05:57) Understanding skeptical cyber buyers and how to connect with them(12:05) Mary’s approach to keeping teams motivated during tough times(16:32) The power of self-advocacy in career growth(23:12) Why strategy without execution is meaninglessSubscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribeLearn more about the customer evidence platform trusted by B2B teams at Gong, HackerOne, Sendoso, and more at userevidence.com.