Product 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 they’re using original research to reshape category perception, and how the sales team leans on proof points to close big enterprise deals.

What You’ll Learn:

• How Transcend scaled a Spotify Wrapped–style customer campaign (without losing the personal touch)
• The right way to blend product data + customer quotes into shareable stories
• Why original research is core to their narrative shift—and how to do it right
• What happens when sales, marketing, and product rally around customer insights

Listen for:

• (00:00) Mark passes the mic to Alex Eaton
• (00:38) What Transcend actually does (and why it matters for growth)
• (02:11) How “Data Rights Unwrapped” became a campaign that people actually wanted to talk about
• (04:58) Product data meets customer voice = a new kind of proof
• (06:02) Why letting customers define success metrics hits harder
• (09:03) Automating customer evidence (without making it feel robotic)
• (10:59) How sales reps use tailored stories to win deals
• (13:08) “Evidence is an answer, not just an asset”
• (14:00) How original research reframes the conversation
• (17:03) What works better: data reports, manifestos, or faceless stats?
• (19:29) Phyllis on automation + the “in-between” moments of storytelling
• (21:34) How customer insight is changing the way everyone works

Subscribe to Evidently, Mark’s newsletter for customer-obsessed marketers: https://evidently.beehiiv.com/subscribe

See how teams at Gong, Sendoso, and HackerOne use UserEvidence: userevidence.com

The 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 fuel content, campaigns, and in-person advocacy.

They dig into the power of trust in customer marketing, why storytelling is more about listening than talking, and how to ask better questions to get better answers. Yadin shares his approach to turning surveys into an engine for both qualitative insight and high-value advocacy opportunities, plus how Heroku has built a self-service portal that makes customer quotes and stories instantly accessible to GTM teams.

What You’ll Get:

• A practical framework for building trust that fuels stronger customer evidence
• How to turn surveys into a storytelling and advocacy discovery tool
• The three essential ingredients for impactful customer content (and why story is last, not first)
• Real-world tips for crafting questions that elicit opinion-rich, quotable responses
• A behind-the-scenes look at Heroku’s scalable, self-service approach to customer storytelling

Hot 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 over charisma. Listeners will learn how AI is shaping go-to-market strategies, with examples from Adobe, Uber Eats, and Calendly. This episode explores integrating AI with human efforts to drive exponential growth, stressing the importance of a clear process framework.Discover how to nurture a culture of curiosity and adaptability, and ensure AI implementation doesn't simply multiply inefficiencies. Dave discusses his hands-on experiences and shares practical approaches to managing AI alongside human talent in go-to-market teams.

What You’ll Get:

• The evolution of leadership skills crucial in an AI-first market 
• Insights into fostering a curious and innovative team culture 
• Strategies for scalable AI implementation that avoids chaos 
• Examples of AI transforming go-to-market operations at top companies

Things to listen for:
(00:00) Mark’s introduction and Dave’s time as an Eagle Scout
(03:14) Leadership shifts needed for an AI-driven go-to-market landscape
(09:01) The importance of systematic go-to-market instructions for AI
(14:24) AI agents and the significance of performance reviews
(17:59) Essential skills for leaders in a human and AI collaborative world
(20:05) Winning By Design’s innovative Revenue Architecture
(22:14) Success stories: Canva's customer-centric go-to-market approach
(38:40) Dave’s Boyce’s insights on freemium models and his book "Freemium"

Pre-order Freemium now!
Amazon
Barnes and Noble
Target
Waterstone’s

Subscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribe
Learn more about the customer evidence platform trusted by B2B teams at Gong, HackerOne, Sendoso, and more: userevidence.com.

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 marketers.

We explore how Palo Alto Networks measures success, builds trust through transparency, and innovates with experimentation. Navneet shares practical insights on using precision AI and creating impactful product experiences for high-stakes industries.

What You’ll Get:

• How generative AI is transforming cybersecurity and solving the skills gap
• The role of transparency and customer evidence in building trust with skeptical buyers
• Why experimentation is essential for driving marketing innovation
• Real-world examples of precision AI in action at Palo Alto Networks

Things to listen for:
(00:00) Mark’s introduction and Navneet’s keynote reflections
(03:00) The importance of in-person connections in cybersecurity marketing
(07:20) How Palo Alto Networks is using precision AI to fight adversaries
(11:30) Building trust through holistic customer visibility
(15:00) Campaign success metrics and the impact of product test drives
(18:45) The role of explainable AI in fostering buyer confidenceSubscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribe
Learn more about the customer evidence platform trusted by B2B teams at Gong, HackerOne, Sendoso, and more: userevidence.com.

2025 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 NPR’s Dina Temple-Raston.

He also breaks down how to sell big ideas to the C-suite, scale media initiatives, and adapt to hands-on marketing in a Series A startup. Plus, Tom highlights tools shaping 2025, including signal-based selling and platforms like Clay and Common Room.

What You’ll Get:

• The blueprint for building a media brand that drives trust and engagement
• How to align executive leadership and secure buy-in for bold initiatives
• The power of hiring experienced journalists for B2B marketing success
• Lessons learned from scaling marketing teams and operations
• The role of signals and tools like Clay in modern demand generation

Things to listen for:

• (00:00) Mark’s intro and why trust is the cornerstone of B2B marketing in 2025
• (01:06) Tom’s unforgettable Austin mosh pit story
• (03:05) The genesis of The Record and building a media empire
• (05:15) How Tom sold the vision of The Record to Recorded Future’s leadership
• (07:45) Behind-the-scenes of creating a top-ranked tech podcast
• (14:03) Why every company isn’t cut out to be a media company
• (18:42) Transitioning to a Series A startup and the challenges of hands-on marketing
• (22:09) Tools like Notion, Clay, and Common Room that are shaping Tom’s strategy
• (27:10) Why automation and great data are critical for scaling go-to-market efforts

Subscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribe
Learn more about the customer evidence platform trusted by leading B2B brands at userevidence.com.

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 conversations
• Why authenticity is the key to winning over skeptical cybersecurity buyers
• The role of sprint methodologies in agile marketing teams
• The impact of thought leadership ads in building trust and retargeting audiences

Things 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 2025

Subscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribe
Learn 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 skepticism
• The secret to crafting proof points that actually resonate
• How alignment between sales and marketing leads to better storytelling

Things 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 right

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.

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 buyers
• Lessons from career highs, lows, and the art of negotiation
• Why execution is just as important as strategy

Things 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 meaningless

Subscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribe

Learn more about the customer evidence platform trusted by B2B teams at Gong, HackerOne, Sendoso, and more at userevidence.com.

Trust 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 to win over skeptical buyers and level up their sales pitches. We’re also talking about the underrated power of short, punchy testimonials—and why they often beat out those long, traditional case studies.If you’re in sales or marketing, especially in industries where trust is everything, this episode is loaded with tips you can start using today.

What You’ll Get:

• How to use customer evidence to tackle buyer fear and skepticism
• Why cybersecurity buyers need more reassurance than other industries
• The key to creating impactful proof points and testimonials

Things to listen for:
(00:00) Mark’s first impression of Sam and his hockey instincts

(03:00) Why skepticism is the default mindset for cybersecurity buyers
(07:20) The opportunity cost of cybersecurity purchases and how to address it
(12:00) How customer evidence transforms sales conversations
(17:45) The future of customer evidence at Recorded Future
(20:50) Sam’s favorite Tom Wentworth story (it involves a mosh pit!)

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.

Mark 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.