UserEvidence

So your case study is on hold...again. Jillian Hoefer's got the tips to keep the customer evidence flowing in the meantime ⬇️

Hey #CustomerMarketing friends! Captivate Collective and UserEvidence are teaming up for the 2025 version of the Customer Marketing Technology Landscape. We'd love to get your feedback in this survey on what customer marketing technology you're using, and where you'd like to see the CM Tech landscape go in 2025. (one survey respondent will win a $500 gift card! - survey closes this Friday) It's been a crazy year w/Influitive selling to private equity, and (by my count) at least 5 new startups (working on) raising money in the CM space. Do you take a bet on a vendor that says that can do it all? Or do you piece together 2-3 best-in-class point solutions? The answer is complex, and probably differs quite a bit based on your company size and program maturity, as well as the style of business (e.g. self-serve B2B PLG vs top-down high ACV enterprise). There's been some great previous research in the space - Mary Green’s CMAWeekly Vendor Survey - Forrester's Q4 2024 Tech Tide for Customer Advocacy/Reference (you need to be a paid Forrester customer to read though) - UserEvidence + Captivate Collective 23/24 Customer Marketing Technology Landscape Our research will look to build on this - but also go further into: - What are the core JTBD (jobs-to-be-done) for customer marketing/advocacy tech (e.g. reference facilitation, content creation, gamification, community, etc) - and what are the best-in class solutions for each, and how do the platforms that play in multiple spaces stack up? - What do CM stacks look like at different stages of company, from Series A startup to Fortune 500 Large Enterprise. - How do different CM tech platforms integrate? - How does CM tech interface with tangent marketing technology spaces (e.g. Highspot/Seismic, G2/Gartner Peer Insights, Gainsight/Totango, Khorus/Vanilla, etc) Thanks again for your feedback and participation taking the survey - hopefully this will be a helpful research report for everyone! Link to survey here - https://lnkd.in/gv52vNcA

One of the biggest challenges when building a customer evidence library is that they seem so big and hard to navigate. That's why Cache Walker recommends breaking evidence down into 3 buckets. 1️⃣ Context: Customer evidence that shows how the product works in specific instances and use cases. 𝘌𝘹𝘢𝘮𝘱𝘭𝘦: “𝘉𝘦𝘪𝘯𝘨 𝘪𝘯 𝘧𝘪𝘯𝘢𝘯𝘤𝘪𝘢𝘭 𝘴𝘦𝘳𝘷𝘪𝘤𝘦𝘴, 𝘣𝘶𝘪𝘭𝘥𝘪𝘯𝘨 𝘵𝘳𝘶𝘴𝘵 𝘸𝘪𝘵𝘩 𝘰𝘶𝘳 𝘤𝘭𝘪𝘦𝘯𝘵𝘴 𝘪𝘴 𝘢 𝘮𝘢𝘫𝘰𝘳 𝘱𝘳𝘪𝘰𝘳𝘪𝘵𝘺. 𝘞𝘦 𝘸𝘰𝘶𝘭𝘥𝘯’𝘵 𝘣𝘦 𝘢𝘣𝘭𝘦 𝘵𝘰 𝘥𝘰 𝘵𝘩𝘢𝘵 𝘸𝘪𝘵𝘩𝘰𝘶𝘵 𝘵𝘩𝘪𝘴 𝘴𝘰𝘭𝘶𝘵𝘪𝘰𝘯.” 2️⃣ Validation: Customer evidence that validates that the solution works as promised. 𝘌𝘹𝘢𝘮𝘱𝘭𝘦: 79% 𝘰𝘧 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳𝘴 𝘴𝘢𝘪𝘥 𝘵𝘩𝘦𝘺 𝘴𝘢𝘸 𝘙𝘖𝘐 𝘸𝘪𝘵𝘩𝘪𝘯 6 𝘮𝘰𝘯𝘵𝘩𝘴 𝘰𝘧 𝘪𝘮𝘱𝘭𝘦𝘮𝘦𝘯𝘵𝘢𝘵𝘪𝘰𝘯. 3️⃣ Trust: Customer evidence that assures buyers they can trust the solution and the team behind it. 𝘌𝘹𝘢𝘮𝘱𝘭𝘦: 92% 𝘰𝘧 𝘰𝘶𝘳 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳𝘴 𝘴𝘢𝘪𝘥 𝘰𝘶𝘳 𝘴𝘶𝘱𝘱𝘰𝘳𝘵 𝘵𝘦𝘢𝘮 𝘸𝘢𝘴 𝘧𝘢𝘯𝘵𝘢𝘴𝘵𝘪𝘤. Simplifying the idea of "evidence" makes it feel less like some high-level buzzword. It becomes a set of straightforward resources that make your GTM team's job easier at specific points throughout the buyers' journey.

Happy New Year to everyone except the software companies that plan on giving me ROI stats without context.

Come join our crew at UserEvidence !! Hiring 2 SDRs (remote / hybrid in Jackson WY, Nashville, Denver, or DC) Entry level / SDRII - no experience in sales or tech needed Looking to hire creative, motivated, smart people Recent or soon-to-be grads welcome! Expect pizza parties. Job spec in the comments below.

Old customer stories: The problem. The solution. The stats. 🤝 New customer stories: A real, organic-feeling story. h/t Chelsea Castle

A scratch golfer walks into a job interview... ...or something like that idk we're more into skiing greens than putting on them 🤷 More golf jokes + cart chats in Episode 2 of The Long Game, featuring Mark Huber and Dave Gerhardt

Just another customer making us look good…

"I wish I had another newsletter in my inbox." That's probably not something you're saying going into 2025 but hey, sometimes you don't know what you need until it's scrolling right past you on LinkedIn. Here's a SAMPLE of what you could expect from our newsletter. It ships to 2,300+ inboxes every other week, documenting evidence of the wins, fails, and bad jokes of our first-time VP of Marketing. Tap here to subscribe 👉 https://lnkd.in/g54yzneq

Back in September, Mark Huber had however long it takes to play 9 holes of golf to ask Dave Gerhardt questions he'd never been asked before. Here's what they got into for the first 3: • Vermont misconceptions (no, Dave doesn't live in a cabin in the woods) • Pro athlete dreams (and why they fizzled) • A $10/hour PR internship that kickstarted a career in tech marketing • A CMO tour with Sequoia and a chat with Facebook’s CMO Take 26 minutes to walk off those holiday cookies and listen to episode 1 of The Long Game 👉 https://lnkd.in/g-xzVUNY