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💡 Great blog from @Lauren Turner who covers the hottest topic in the industry- the tech stack mystery. 👀
Your CMA Tech Stack: All-in-One Dream or Frankenstein Monster?
Lauren Turner | Nov 25, 2025
Shared via LinkedIn
Thanks to everyone who reached out about a framework to visualize a portfolio of customer programs!
Since the topic seemed popular, our amazing Content Marketer decided to do a deeper dive into the topic in her latest blog post:
Enjoy and please feel free to share with anyone else who might find it helpful 😊
if you have time over the holiday break and you need something fun to do - try this Wild West scroller game the UserEvidence team made - "Jumping the Evidence Gap". Ride through the wild west, collect proof points, and move deals from Stage 2 to Closed Won
If you beat @Dave Hansen’s score of 4160 I will buy you dinner.
Doing a major giveaway:
I just came across this guide on metrics from Point of Reference. May be if interest.
Who else thinks more SDRs should be encouraged to move into Marketing??
Some practical resources for folks starting a new role:
Happy Friday everyone! Wanted to share Peeerbound's new research, where we analyzed 6,000+ sales queries in the Peerbound Slack app, to help you figure out what sales actually searches for in customer proof.
Our research report provides:
• Complete breakdown of 6,000+ sales queries by category and intent
• Templates for analyzing your proof coverage, calculating your search-to-find score, and planning your next 90 days
• Framework to build a smarter customer proof system
Our LinkedIn post has a fun guessing game component to see which categories rank in the top, so play along!
Closed won/lost often falls in product marketing, but increasingly I'm seeing top customer marketing teams own (or at least participate more in) these efforts as a part of broader VOC insights dissemination. Thought I'd document our playbook here at UE in case it's helpful:
Peerbound is hosting a 2026 Customer Marketing Masterclass webinar with G2, Grafana Labs, Clari, Gainsight, Gong, and Frank Advocacy, and you're all invited!
Three panels covering:
• Driving Sales Adoption
• The ROI of Customer Marketing
• AI-Powered Customer Marketing
📅 Wednesday, December 10 | 11am PT / 2pm ET
Thanks you for the whole community for igniting ideas for this session, and a special thanks to our community speakers @Daniel Palay, @Chris Dalton, <@U09AYDHAG1L>, @Jane Menyo, & @Alexie Glover
Video Drives Results Video significantly outperforms traditional content - people are 27 times more likely to click video ads than static banners, adding video to emails increases click rates by 300%, and video generates 1,200% more social media shares than text and images combined.
Video Facilitates Conversions With 52% of marketers reporting video as having the best ROI, it proves highly effective at converting prospects. Adding video to landing pages can boost conversions by up to 80%, and 39% of executives contact businesses after watching their marketing videos.
Video Adds Human Connection Video builds trust by bringing teams face-to-face with buyers. Customer testimonials and company story videos humanize organizations and create emotional connections that foster long-term loyalty.
The article concludes that technological advances have made video creation more accessible, enabling marketing and sales teams to strengthen buyer relationships and achieve better business outcomes.
Someone asked for this @Cara Peterson (?) Here is a link to an article and a few key insights
🎥 The Impact of Video
Mary asked me to repost this here as more people will see it :)
📯 BIG NEWS (at least for me, ha)!! Sharig in a safe space.
I’m officially open for new clients.
I just wrapped a full time consulting engagement with Jane and the team at Gong, where I built out the strategy for an entire Enterprise Engagement Program. Digital user groups, IRL meetups, Product Compete Council, CAB, Executive Dinners, EAB launch, the whole stack. Top down from leadership and bottoms up from IC ownership.
Midway through, when one of Jane’s key owners left, I stepped in and fully ran their CAB program at Celebrate. I managed the working team, interviewed fifteen execs, produced thought leadership assets, orchestrated the entire onsite (dinners, food, meetups, etc), delivered the post event insights breakdown, and closed it out with a hundred percent of attendees wanting to return next year. Every single member also raised their hand for beta involvement tied to the next round of product enhancements. Most signing up for multiple betas.
It was a +45hr hour a week lift, so I couldn’t take on any other projects. Now that the program is fully wrapped, I’ve got the time.
Here is the honest part.
The work itself has always come naturally. Customer marketing and advocacy have been my wheelhouse for years. Stepping in with Jane reminded me how much I have built in my career and how much I love being in the weeds again.
But I have never had to go out and look for work before. Not like this. This part is new for me.
So I am asking this community for help. If you know someone who needs support with CAB or EAB strategy, executive programs, reference systems, awards, case studies, or aligning Sales and CS so these programs actually scale without burning people out, I would love an intro.
If you are open to a conversation, advice, or want to explore working together, I would genuinely appreciate it.
Jane is also a wonderful reference if anyone wants to know what it is like to work with me at the enterprise level.
And if you already have Gong for your sales team, but don’t really get a ton out of if for your own programs, I can show you how to set it up so story capture, case studies, and reference identification become ten times easier.
Thank you for reading. And thank you ahead of time for any connection, guidance, or door you might be willing to open. =)
We’re back with a fresh instalment of Show Me Your Stack! A series where practitioners talk to each other about the tech behind their customer marketing and advocacy programs. Read <@U09AYDHAG1L>’s story about Gainsight’s transformation here:
I had an amazing first visit to HQ to meet my manager and vp, among others. While on the visit, I learned a colleague passed away. It’s wild that everyone asked if I knew her and there wasn’t a single person in our office who didn’t know her.
I wanted to share a post about my visit but it felt weird not including her.
I tried to do both in a way that was respectful.
Certainly, a week filled with mixed emotions.
And just a reminder your impact is far greater than you know. 💛
A new episode of The Peerbound Podcast has dropped, this time featuring @Chris Dalton from Clari. Chris discusses how to increase customer proof usage, measure success, and how to be proactive in creating proof. Enjoy!
In case you all missed my pitch for unscalable human connection as our new AI opportunity, thought I'd share , as well! I'd say it's becoming a differentiator for our advocacy program
Hey team 👋
I’m trying to get more consistent with posting on LinkedIn, especially now that I’m getting my footing in Customer Marketing!
Does anyone have a good class, course, or even a favorite creator who shares tips on building your presence or creating great content for LinkedIn? I’d love to learn how to do it well and keep it authentic. 💡
Aw ty ladies :)