The Proof Point

Dave Boyce, EVP of Product at Winning By Design and author of 'Freemium', dives into the transformative role of AI in marketing. He explores how leaders must adapt by fostering curiosity and collaboration among teams. Discover three key areas where marketing teams should implement AI to drive growth and avoid chaos. With insights from industry giants like Adobe and Uber Eats, Boyce emphasizes the need for clear goals and performance measures. He also discusses enhancing customer engagement and the evolving landscape of go-to-market strategies.

Join Navneet Singh, VP of Marketing for Network Security at Palo Alto Networks, as he dives into the complex landscape of trust in cybersecurity. He discusses how precision AI is transforming the industry and helping to bridge the cybersecurity skills gap. Navneet emphasizes the importance of transparency and customer evidence to combat buyer skepticism. Learn about Palo Alto's innovative approach to fighting adversaries and the value of experimentation in marketing strategies. This conversation is packed with practical insights for anyone navigating the trust challenges in tech.

In this engaging discussion, Tom Wentworth, the former CMO of Recorded Future and current CMO at Incident.io, shares his insights on building trust in B2B marketing. He recounts the creation of 'The Record', emphasizing the need for executive buy-in and hiring skilled journalists for credibility. Tom explores the vital role of signal-based selling for future success and highlights tools like Clay and Common Room for enhancing engagement. He also shares strategies for aligning marketing and sales for impactful results.

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 conversationsWhy authenticity is the key to winning over skeptical cybersecurity buyersThe role of sprint methodologies in agile marketing teamsThe impact of thought leadership ads in building trust and retargeting audiencesThings 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 2025Subscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribeLearn more about the customer evidence platform trusted by B2B teams at Gong, HackerOne, Sendoso, and more at userevidence.com.

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 skepticismThe secret to crafting proof points that actually resonateHow alignment between sales and marketing leads to better storytellingThings 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 rightSubscribe 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.

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 buyersLessons from career highs, lows, and the art of negotiationWhy execution is just as important as strategyThings 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 meaninglessSubscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribeLearn more about the customer evidence platform trusted by B2B teams at Gong, HackerOne, Sendoso, and more at userevidence.com.

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 skepticismWhy cybersecurity buyers need more reassurance than other industriesThe key to creating impactful proof points and testimonialsThings 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.

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.

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 testimonialsSubscribe 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.

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 whyWhy distribution, not creation, is the key to scaling podcast contentOur 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&ASubscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribeLearn more about UserEvidence: userevidence.com