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!
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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.