The Proof Point podcast

The Proof Point

1
The 3 ways your marketing team needs to be using AI 46:29

20 hari yang lalu46:29

46:29

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 .…

The Proof Point

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Is AI a trust-killer or trust-accelerator? 27:35

5 weeks yang lalu27:35

27:35

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 .…

The Proof Point

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How to build signal-based marketing plays 28:52

7 weeks yang lalu28:52

28:52

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 .…

The Proof Point

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Is gating your content hurting buyer trust? 21:29

9 weeks yang lalu21:29

21:29

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 .…

The Proof Point

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Which channels should I prioritize this year? 21:44

11 weeks yang lalu21:44

21:44

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 .…

The Proof Point

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We’re forgetting this crucial piece of building buyer trust 28:41

13 weeks yang lalu28:41

28:41

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 .…

The Proof Point

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The best way to beat out buyer skepticism 24:26

15 weeks yang lalu24:26

24:26

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 .…

The Proof Point

1
BONUS: The Long Game feat. Dave Gerhardt 54:15

17 weeks yang lalu54:15

54:15

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.

The Proof Point

1
What's the real impact of original research? 41:57

17 weeks yang lalu41:57

41:57

When we launched our original research report, The Evidence Gap, we thought we’d get 150 downloads in the first 30 days. The actual results? Blew that goal out of the water. Original research is the secret weapon for cutting through the noise in B2B marketing. In this episode of The Proof Point , we dive into UserEvidence’s Evidence Gap Report with UserEvidence co-founder and CEO Evan Huck, exploring the growing need for credible proof in today’s high-stakes buying environment. The big takeaway? Marketers often think their content is crushing it, but sales teams and buyers see major gaps—especially in relevance and competitive differentiation. With budgets tighter than ever, buyers are looking for more than opinions—they want statistically backed proof that shows a solution works for their unique needs. Listen to the full episode, and you’ll get a behind-the-scenes process of creating the report, including why testing your survey hypothesis is a lifesaver and how to frame questions for actionable insights. They make the case for going beyond generic case studies and testimonials to deliver content that’s specific, credible, and trust-building. Things to listen for: (00:00) Introduction (00:28) Why credible proof outshines opinions in B2B content (01:12) What is the "evidence gap" and why it matters? (02:04) The role of original research in modern go-to-market strategies (05:24) Case studies vs. customer evidence (08:43) Why marketers overestimate the impact of their content (13:20) Designing surveys to uncover actionable customer insights (17:05) How statistical evidence builds trust with skeptical buyers (23:29) Why specific, relevant evidence is critical for closing deals (39:37) Rethinking customer marketing: Beyond case studies and testimonials 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 .…

The Proof Point

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Our downloads plateaued...what's next? 44:05

21 weeks yang lalu44:05

44:05

In this raw, brutally honest episode, we’re pulling back the curtain on The Proof Point’s first season with host Mark Huber, VP of Marketing, and newly minted Jillian Hoefer, Senior Content Marketing Manager at UserEvidence. We’re sharing exactly how our metrics went (spoiler alert: our downloads plateaued), the tactics that worked (and the ones that definitely didn’t), and everything we’ve learned along the way. Think of this as an episode on content evidence, not customer evidence. And yes, we’re telling you exactly what we wish we’d done differently, including a breakdown of our actual results. Plus, we’re giving you a sneak peek at what’s coming in Season 2: new tactics, better strategies, and—yes—real listener questions! What You’ll Get: The proof of Season 1: What worked, what didn’t, and why Why distribution, not creation, is the key to scaling podcast content Our top takeaways for improving Season 2 with some sneak peeks Things to listen for: (00:00) Why proof beat opinions every time (01:50) Jillian’s evolution from podcast partner to UserEvidence marketer (06:30) Breaking down The Proof Point’s season one wins (12:10) Lessons learned: Distribution pitfalls and the magic of relationships (20:00) How to think about “killing your marketing darlings” (24:30) How UserEvidence leverages podcast content beyond downloads (31:00) Tackling the challenge of LinkedIn’s algorithm (36:40) What the shift of strategy means for Season 2 (42:00) The power of in-person interviews for engaging podcast content (50:10) Listener Q&A Subscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribe Learn more about UserEvidence: userevidence.com…

The Proof Point

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When does AI hurt your SDRs? 25:37

23 weeks yang lalu25:37

25:37

Kyle Coleman, CMO of Copy.ai, joins The Proof Point to share his refreshing take on the future of the SDR role and the impact of AI on go-to-market teams. Kyle, who began his career as an SDR, shares why so many companies get the SDR model wrong and how AI can be integrated without compromising the authenticity of customer evidence. From "SDR AI sandwiches" to avoiding “spam cannons,” this episode shows how AI can enhance—not replace—the SDR role by providing actionable insights and trustworthy customer evidence that supports meaningful sales conversations. Subscribe to Mark’s newsletter, Evidently Learn more about the customer evidence platform that B2B teams at Gong, HackerOne, Sendoso, and more trust at userevidence.com. Things to listen for: (00:00) Introduction (00:28) Why proof, not opinions, drives go-to-market success (02:20) Kyle’s role at Copy.ai – redefining sales tools (04:33) Copy.ai’s workflow magic: podcasts to blog posts (05:33) Tackling “go-to-market bloat” with streamlined solutions (07:17) Bridging SDR skill gaps with AI efficiency (09:39) Kyle’s wildest SDR fail – lessons learned (10:05) AI SDRs? Why buyers want human connections (11:27) The future SDR: more strategy, less spamming (13:08) How Copy.ai helps execs meet strategic goals…

The Proof Point

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Is a major product pivot death for a brand? 20:48

25 weeks yang lalu20:48

20:48

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 insights on building authentic customer connections while highlighting the metrics that matter in the B2B landscape. Things to listen for: (00:00) Introduction (01:15) Tara’s journey from Sprout Social to Bitly (03:02) Building a customer marketing playbook at Sprout (04:27) Measuring retention and adoption with sub-KPIs (06:37) Bitly’s new direction (07:54) QR codes to 2D barcodes (09:39) Expanding Bitly’s target market - SMBs to enterprise (11:29) Showcasing use cases to support varied customers (13:24) Using customer stories to build trust (17:02) Overcoming challenges in gathering authentic evidence 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…

The Proof Point

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The brand crisis that’s lengthening your sales cycle 49:47

27 weeks yang lalu49:47

49:47

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 Original research and transparent data are key to building credibility and trust with skeptical buyers who are demanding upfront pricing and product claims before purchasing. What’s not working in B2B marketing: SUGAR-COATED "PROOF" Focusing too much on traditional bottom-funnel tactics without addressing what buyers genuinely want reduces trust and transparency. Pushing overly optimistic marketing narratives without real proof causes buyer mistrust. (And can ultimately lead to decision-making paralysis.) Grab TrustRadius’ original research report Grab UserEvidence’s original research report The Evidence Gap Key Takeaways: Address the disconnect between B2B buyers and sellers: There’s a significant gap between what buyers want and how sellers and marketers approach them. Buyers prioritize upfront pricing, peer reviews, and minimal sales pressure, while vendors often overlook these preferences. Trust is critical in the sales process: B2B buyers are skeptical, especially with the influx of tech options. Transparent communication, real customer evidence, and accurate ROI data is crucial to overcoming buyer hesitation. Original research fuels effective marketing strategies: Both TrustRadius and UserEvidence used their research reports as the cornerstone for content creation, social proof, and marketing messaging—illustrating how data-driven insights can shape a year’s worth of marketing materials. Brand trust is key in narrowing choices: Buyers typically start their search with 2-3 potential vendors and often stick with their original choice, underscoring the importance of establishing brand trust early in the buyer’s journey. Align marketing and sales for deal acceleration: In complex B2B sales, particularly with large enterprises, aligning sales and marketing strategies is essential to shorten the sales cycle and ensure consistent messaging across all touchpoints. Things to listen for: (00:00) Welcome to the show (01:20) How data fuels marketing strategies (06:22) The B2B brand trust crisis (07:57) Disconnect between buyer expectations and vendors (10:33) Buyers, sellers, marketers are not on same page (12:20) Buyers’ demand for upfront pricing, not secrecy (13:29) Buyer preference: Peer reviews over pushy sales (23:13) Why do buyers stick with original vendor choice?…

The Proof Point

1
Don’t play it safe with your content POV 50:06

29 weeks yang lalu50:06

50:06

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 focuses on solving real customer problems, not just pushing your product, builds lasting trust and engagement. Don’t create content that just pushes your product. What’s not working in B2B marketing: STICKING TO A CONTENT CHECKLIST Relying on the same old content formats and routines without a clear, compelling POV is causing teams to miss out on real engagement. It’s time to move past "checkbox marketing" and create content that truly matters. Key takeaways: Go beyond checkbox marketing: It's not about doing everything on the list. Instead, focus on creating purposeful content that solves real problems. Checking boxes won’t position your brand as a trusted partner, but creating content with intention will. Strong POVs drive engagement: When your POV is clear and speaks to your audience's challenges, it drives engagement and builds trust. Those long-term relationships then create more lasting value. Solve problems, not just pitch products: Your content shouldn’t always be about your product. When you lead with the problem your audience is facing, you open up more opportunities to build genuine connections. Leadership buy-in is critical: Getting leadership aligned with a content strategy that goes beyond metrics is crucial. When leadership trusts in the long-term vision, it’s easier to step away from safe, metrics-driven content. Listen to your audience first: The best content starts with understanding your audience. Whether through direct feedback or collaboration with internal teams, insights from your audience guide the way to more relevant and impactful content. Things to listen for: (00:00) Introduction (01:10) Why B2B marketing teams play it safe (03:06) The problem with checkbox marketing (05:48) Developing a POV with clear imperatives (11:34) How a focused message attracts the right audience (13:24) Balancing high-level concepts and tactical insights (17:49) Top-down vs. bottom-up approaches to content strategy (34:16) Building your POV around customer insights (37:22) Driving cross-team content with a unified strategy (40:01) Breaking content into key themes and pillars (46:37) Standing out in a crowded market with distinct messaging (48:37) Final thoughts on crafting impactful content…

The Proof Point

1
Proving marketing's impact is more than justifying spend 48:49

31 weeks yang lalu48:49

48:49

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 short-term wins and long-term growth. What’s working in B2B marketing: TRUST YOUR JUDGMENT, NOT JUST THE NUMBERS Not every successful tactic can be neatly measured. Combining data with sound judgment builds the confidence needed for leadership buy-in. What’s not working in B2B marketing: OVER-RELIANCE ON METRICS Focusing too much on data can miss the bigger picture. Not every effective strategy shows immediate returns, but building trust with leadership allows room for tactics that take longer to pay off. The key takeaways: 1. Internal communication goes beyond sharing wins: It’s not just about delivering visible results. Consistent updates ensure leadership understands the marketing team’s ongoing efforts, even when the impact isn’t immediately obvious. 2. Growth isn’t just about the numbers: A successful strategy balances measurable goals with flexible initiatives. Both are needed to drive short-term gains and long-term progress. 3. Trust starts with early wins: Securing quick, measurable outcomes helps build the trust needed to pursue larger, more ambitious strategies that take longer to pay off. 4. Go beyond attribution with modeling: Attribution is important, but it’s not the only way to measure success. Modeling helps capture broader trends and gives a clearer picture of performance. 5. Set expectations early: This is more than hitting targets. Establishing realistic, achievable goals allows you to exceed targets and foster stronger relationships with leadership. The things to listen for (00:00) Intro (01:17) The challenge of proving marketing’s impact (02:25) Setting measurable goals vs. trusting your instincts (05:49) Why internal marketing builds leadership trust (09:33) Can everything be measured? (13:27) Using event marketing to drive pipeline (17:28) Balancing data-driven decisions with intuition (22:58) How small wins build momentum for your team (29:03) Modeling success versus focusing on measurement (36:24) Biggest mistakes and advice for new marketing leaders…

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