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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 t ...
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Is a Major Product Pivot Death for a Brand?
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20:48
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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 insig…
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The brand crisis that’s lengthening your sales cycle
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49:47
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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 O…
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The TL;DR Struggling 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…
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Proving marketing's impact is more than justifying spend
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48:49
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The TL;DR Struggling 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 sho…
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Building and scaling customer evidence programs
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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 CONSULTANT Treat customer marketing as more th…
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Don’t confuse demand creation with brand awareness
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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 CUSTOMER Understa…
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The TL;DR Overwhelmed 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 maintai…
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The future of GTM focuses on what your buyers want
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The TL;DR Feeling 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 rela…
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Target customer insights can be your secret weapon
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The TL;DR Hey 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-MAKING Ditch the committee approach. Crown a leader who can…
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Why competitive intelligence is more than battle cards
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The TL;DR Feeling 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 you…
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Churn is a company problem, not a customer success problem
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51:49
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The TL;DR Are 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 CUSTOME…
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The TL;DR Is 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…
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How to write stories your sales team will actually use
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44:49
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The TL;DR Are 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, …
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Where to focus your messaging: features vs. benefits vs. outcomes
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The TL;DR Features, 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. Wh…
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The TL;DR Today, 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 INSIGHT Research needs to validate creat…
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Why most revenue models fail (and how to make yours better)
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38:48
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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: ALIG…
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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…
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Why hasn’t the B2B sales playbook changed?
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51:45
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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 selli…
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Why your GTM messaging fails (and how to fix it)
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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 pro…
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Should you actually want to be a media company?
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51:30
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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 f…
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Here’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 …
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