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How UX and marketing drive better customer experiences
Episode web page: https://tinyurl.com/4txxcx83
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In this episode of Insights Unlocked, we explore how marketing, UX, and customer experience teams can collaborate to craft impactful, data-driven strategies. Our guests—Emily Carrion, CMO at Entrepreneurs' Organization; Katie Karr, a Senior User Experience Designer at Workiva; and Kristy Morrison, Director of Digital Marketing at F5,—share insights on cutting through digital noise, optimizing messaging, and leveraging user testing to create seamless experiences that drive business success.
What you’ll learn in this episode:
The marketing challenge – Why understanding customer needs remains the foundation of great marketing, even as digital channels become increasingly noisy.
UX as a marketing advantage – How UX research and design play a critical role in communicating value to potential customers, especially since 80% of SaaS buyers research before speaking with sales.
The role of testing – How teams can use customer insights, A/B testing, and analytics (quant + qual) to optimize messaging, improve conversions, and enhance brand clarity.
Cross-team collaboration – Why breaking down silos between marketing, UX, product, and content teams leads to better customer experiences and stronger business impact.
Key Quotes from Our Guests:
💡 “There are some things in marketing that never change. Our job is to deeply understand our customer and connect their needs with our product’s value.” – Emily Carrion
💡 “Every good experience you create is part of your brand—so is every bad experience.” – Kristy Morrison
💡 “UX isn’t just a product function anymore. It’s critical in marketing to ensure we’re communicating the right message upfront.” – Katie Karr
Episode links:
View all episodes
By UserTesting
4.8
3232 ratings
Episode web page: https://tinyurl.com/4txxcx83
-----------------------
In this episode of Insights Unlocked, we explore how marketing, UX, and customer experience teams can collaborate to craft impactful, data-driven strategies. Our guests—Emily Carrion, CMO at Entrepreneurs' Organization; Katie Karr, a Senior User Experience Designer at Workiva; and Kristy Morrison, Director of Digital Marketing at F5,—share insights on cutting through digital noise, optimizing messaging, and leveraging user testing to create seamless experiences that drive business success.
What you’ll learn in this episode:
The marketing challenge – Why understanding customer needs remains the foundation of great marketing, even as digital channels become increasingly noisy.
UX as a marketing advantage – How UX research and design play a critical role in communicating value to potential customers, especially since 80% of SaaS buyers research before speaking with sales.
The role of testing – How teams can use customer insights, A/B testing, and analytics (quant + qual) to optimize messaging, improve conversions, and enhance brand clarity.
Cross-team collaboration – Why breaking down silos between marketing, UX, product, and content teams leads to better customer experiences and stronger business impact.
Key Quotes from Our Guests:
💡 “There are some things in marketing that never change. Our job is to deeply understand our customer and connect their needs with our product’s value.” – Emily Carrion
💡 “Every good experience you create is part of your brand—so is every bad experience.” – Kristy Morrison
💡 “UX isn’t just a product function anymore. It’s critical in marketing to ensure we’re communicating the right message upfront.” – Katie Karr
Episode links:
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