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

It’s Never Too Late To Transform, with Hao Lam