In a captivating discussion, Phyllis Fang, Head of Marketing at Transcend—a data privacy champion—reveals how her team is changing the narrative within the privacy sector. She shares insights on the 'Data Rights Unwrapped' campaign, merging product data with customer quotes to create compelling stories. The conversation highlights the importance of original research in reshaping perceptions and how a unified approach among sales, marketing, and product teams can lead to success. Discover how personal touches can transform heavy compliance into engaging experiences!
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question_answer ANECDOTE
Yearly Personalized Wrapped Campaign
Transcend runs an annual “Data Rights Unwrapped” campaign that mirrors Spotify Wrapped with personalized reports for customers.
Customers receive tailored metrics and quotes they share with their C-suite or use to benchmark year-over-year.
insights INSIGHT
Blend Product Data With Customer Voice
Transcend blends product data, CX insights, and survey evidence to create a 360-degree customer story.
That mix uncovers stats and proof points they otherwise wouldn't have found from product telemetry alone.
insights INSIGHT
Customers Define Success Metrics
Product usage metrics capture core functionality but often miss customer-defined success measures.
Asking customers how they measure success reveals business stories product telemetry doesn't show.
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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
The Proof Point