Ep #55: How to Adapt your Offering by Listening to the Buyer w/ Michelle Huff

On this episode of The Marketer’s Journey, I interview Michelle Huff, CMO at UserTesting. UserTesting has seen amazing growth, moving from 50 million to 100 million in revenue over the course of Michelle’s time there and as the CMO Michelle has kept laser focused on this growth but been mindful of building a cohesive team that feels embraced by her as a leader. UserTesting has created a double-sided marketplace that is redefining the market research industry. What Michelle has learned marketing for this rapidly growing company in this developing industry is that listening to your buyers is king. Many marketers champion the importance of their buyers without ever speaking directly to them; outsourcing market research and feedback collection. CMOs need to make sure their entire organization is committed to listening to their customers no matter what.  

Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play!  

Key takeaways from this episode:   

• Working within an existing category comes with budget because the need has been proven.  With new categories, you’re constantly justifying why you and why now. You’re convincing people to do things in a different way and this always comes with challenges.  
• One of the most interesting things about the COVID-19 pandemic is that literally every industry has been impacted. Consumer buying behaviour in every industry has changed and companies are thriving based on their adaptability.  
• Who you are working for is important. Culture is important. Consider these factors as much as you consider the role and the company itself.  

Learn more about UserTesting here: https://www.usertesting.com/. 

Learn more about Michelle here: https://www.linkedin.com/in/michellehuff/.