Evan Huck's Profile
Evan Huck
Recent Messages
#general - June 30, 2025 at 05:09 PM
@Liz Richardson and @Deena Zenyk have been putting out some great content on this topic recently - eg - guessing they might know some practitioners on the leading edge
#open-share - June 27, 2025 at 12:36 AM
Invite her too :)
#open-share - June 26, 2025 at 09:01 PM
Hey everyone - we have about ~10 spots left (out of 100) for our Highline event in Jackson Hole, Wyoming from Aug 18-20. Pretty stacked lineup - including some big CMOs like Meagen Eisenberg (Samsara), Kyle Lacy (Docebo), and top customer marketing leaders like @Kevin Lau (VP freshworks), @Alicia Johnston (VP Sprout Social), @Angela Wells (Sr Dir Splunk), @Antu buck (Sr Dir Gigamon), <@U08F7J0HCUB> (Dir Talkdesk), Gillian Farquhar (VP CM Infor), Jenny Hooks (Sr Dir Cisco), Julie Perino (VP Adobe), Kalpana Singh (SVP Recorded Future), Megan Miller (Sr. Dir Attentive), and a bunch of product marketing leaders as well.
Asking attendees to take care of their flight and hotel, and then we'll take care of everything once you're here. Will be some fun non-conference activities the first day - rafting down the Snake River, horse-back riding, fly-fishing, mountain biking, etc. Jackson Hole and the Tetons in the summer are pretty sweet if you haven't been.
Check out more details, and a link to apply here:
Feel free to dm me w/any questions as well - thx!
#general - June 26, 2025 at 06:52 PM
but that's a somewhat vague recollection of the thread, so don't quote me too tightly on that
#general - June 26, 2025 at 06:51 PM
if i remember the basic consensus was it was sort of a scam and not really worth worrying about - it's just a scraper and aggregator of customer reviews and case studies. but the general consensus was that no serious buyers really traffic the site, so it's not really something you need to worry about.
#general - June 26, 2025 at 06:48 PM
there was a big thread on this i want to say 15 months ago that I'm having trouble finding (@Mary Green (Owner CMAweekly) remember this one?)
#general - June 25, 2025 at 03:51 PM
super interesting data, thanks!
#open-share - June 12, 2025 at 08:25 PM
we're back!
#open-share - June 12, 2025 at 07:52 PM
sorry our hosting provider is having an outage do to the big cloudflare/google cloud outage - will let you know when it's back!
#open-share - June 12, 2025 at 05:52 PM
our Director of PMM, - is doing a webinar next week (Weds, June 18 at 9 AM PT/12 ET) on How to Build a Customer Evidence Program in 90 days. Will talk through strategies for collecting stories/evidence, publishing content at scale, and advanced distribution of content to sales/GTM teams. Don't have to use UE or a platform for this to be useful. Link to register here:
#general - June 11, 2025 at 05:26 PM
it's definitely a way to increase your salary by 40% if your a RevOps person :)
#general - June 10, 2025 at 10:03 PM
have not heard of it (and i spend a lot of time around surveys/nps)
• for free/low cost stuff - SurveyMonkey, Typeform, Google Forms
• for the next level up (still pretty low cost) with SFDC integration - GetFeedback, SurveyMonkey Enterprise, AskNicely, Delighted, SurveySparrow
• if you really want to burn some money and need enterprise-y features - Qualtrics, Medallia
• then you have a bunch of CS (Customer Success tools) w/NPS in it - Gainsight, Vitally, ChurnZero, Planhat
• Then a bunch of product tools w/NPS in it - eg Pendo, UserPilot
• Then finally some customer marketing tools w/NPS in them - e.g. UserEvidence and others (forget exactly who but a lot of them)
#general - June 06, 2025 at 05:08 PM
oh yea that whole customers are the most credible sales people thing 😉
#general - June 06, 2025 at 05:05 PM
I'm obviously not in the no-vendors channel, but for folks that are new the community I haven't met yet, I'm , the CEO/founder of UserEvidence 👋. If you do have questions (or if you have feedback on our sales team or anything) on UE I'm always available here so feel free to DM me!
#open-share - June 03, 2025 at 04:21 AM
i can't believe i've never heard feed 2 birds with 1 scone, that's brilliant (birds are cool)
#general - May 22, 2025 at 06:00 PM
we use it for a lot:
• job changes (e.g. advocates changing companies)
• New in role (either to trigger outreach, gifting/congrats, etc)
• advanced scraping (e.g. to see if someone is hiring a CMA person, or to see if they have a Forrester/Gartner report)
• waterfall enrichment for data quality (e.g. phone numbers and emails)
• X-sell and upsell signals
#general - May 19, 2025 at 03:58 PM
still weird to me they didn't include customer content in this report - it's a small enough space where it's hard to have a conversation about advocacy and references w/o considering customer content
E.g. good content/evidence often obviates the need for a live reference call esp in a SMB or mid-market sub $40k deal.
#general - May 19, 2025 at 03:57 PM
You are a legend <@U08E9JC8TB4> 🙌
#jobs - May 15, 2025 at 02:52 PM
UE customer, Expel (cybersecurity) hiring a CMM manager (remote). It's a great team!
#general - May 14, 2025 at 06:13 PM
curious to see how it compares to our
#general - May 14, 2025 at 06:09 PM
very interested haha
#jobs - May 14, 2025 at 05:30 PM
fyi in case this is helpful for job seekers when you're evaluating an Offer with equity (esp at an earlier stage startup) - wrote an article on how to think about the value of that equity component -
#general - May 09, 2025 at 09:25 PM
looks great!
#jobs - May 09, 2025 at 09:24 PM
RapidSOS hiring a customer marketing manager (remote) - great team -
#jobs - May 09, 2025 at 04:14 PM
great team!
#open-share - April 29, 2025 at 03:48 PM
yeehaw!
#open-share - April 25, 2025 at 12:49 AM
Haha yea super fun
#general - April 24, 2025 at 09:43 PM
I think one of the biggest GTM misses out there right now is weak competitive evidence and enablement () - so I'd like to see CI more embedded in CMM and PMM, and I actually think CM is well positioned to handle it (it should be part of VoC).
#general - April 24, 2025 at 09:39 PM
PMM is the normal spot, but yea to Kevin's point I think it's interesting in CM/Advocacy (especially if CM is under PMM anyway) - the findings actually make it into content that sales and marketing can use!
We are starting to see more CM teams using UE run/own win-loss surveys - but the give to get there is that you have to disseminate that info to a bunch of other functions that needs those insights (e.g. product management, leadership, strategy, etc). Nothing worse than sitting on critical insights.
In my experience when it's in Product/UX or some nebulous Research/Insights group you may learn a bunch for internal purposes but rarely do those insights ever get to present externally as competitive/proof/evidence.
#open-share - April 24, 2025 at 08:53 PM
Would love to have a bunch of CMA leaders in this community at UserEvidence's first in-person event at our HQ in Jackson Hole, Wyoming - August 19-20 - .
#jobs - April 23, 2025 at 10:26 PM
UE customer btw - let me know if you have any questions/need help
#general - April 20, 2025 at 04:57 AM
lol totally misread that question
#general - April 19, 2025 at 03:54 PM
Ooo I like this one - in order of lift/involvement from the customer (heavier lift / bigger asks first):
• speaking engagement at event
• customer advisory board participation (CAB)
• Press or Analyst briefing
• Long-form in-depth case study
• 1:1 prospect reference conversation
• Customer video
• Give a referral
• Product feedback session / UX interview
• Join customer community
• Post a review to a review site (G2, GPI)
• Post on social
• Mini story / thought leader blog post
• Online Survey (eg UE survey)
• Support an announcement (eg Like/Engage with LI post)
#jobs - April 10, 2025 at 08:48 PM
great team!
#general - April 10, 2025 at 02:54 PM
I promise I will only use the General channel once a year 🙂 - but the 2025 Customer Marketing Technology Landscape just dropped this morning! Thanks @Mary Green (Owner CMAweekly) for your support, and thank you all for your survey feedback and input on the 14 CM vendors we profiled. 200 CM pros (most of them in this community) contributed to the research.
I couldn't be more bullish about the CM function right now. Yes it's definitely growing in terms of complexity, scope and degree of difficulty (being a good customer story writer and knowing how to program/trigger automated lifecycle campaigns are totally the same skill set 😉) - but if we can successfully take more ownership of advocacy, content, lifecycle, customer education, VOC - we're going to see more VP level CM leaders w/ a seat at the exec table. Technology will support the mission.
I've never been more bullish on the strength and potential of the vendor ecosystem. With AI and a wave of new VC funding, and tons of new fresh perspectives and ideas from this community, the CM Technology Landscape is experiencing a wave of innovation, disruption, and new investment that will usher in a ton of power and capability for those that take advantage. Thank you to my fellow founders and entrepreneurs that are building great products. I know it was slightly uncomfortable to have a vendor like UE putting out this report (which is why we had Captivate Collective run all the research) - but I believe with your feedback and guidance we got to something balanced, and incredibly useful for the CM community. We're in this together, and a rising tide lifts all boats as we all further define and elevate the CM function.
.
- would love to hear perspectives/reactions from folks and continue the conversation!
#open-share - April 09, 2025 at 08:01 PM
Big launch day at UserEvidence around our Collect set of features - enabling customer markers to capture higher quality data from customers w/UE surveys, and ingest data through external sources like G2 and Gong. Check it out -
#general - April 08, 2025 at 06:31 PM
@Nina Andres good question - depends a decent amount on industry (e.g. enterprise cybersecurity vs garden variety sales/marketing saas like Gong/Airtable/Grammarly setc) - but generally we see about 10% of a vendor's customer base is willing to participate in some sort of advocacy activity.
The % that actually participates has a lot to do with how proactively you put appropriate/varied menu of advocacy activities to participate in in front of them. If the only option is full blown case study - .
One interesting data point from our UserEvidence surveys - about 20% of total survey respondents are willing to be Named (vs more blinded/anonymous).
For our cybersecurity customers that sell to large ENT (e.g. finserve, pub sector) that rate is usually more towards 5-7%, and for garden variety SaaS it can be as high as 40%+ willing to share their name for well-loved brands (e.g. Gong, Ramp)
Also depends on how big the user base and if you're talking about engaged/advocate users or engaged accounts. Vendors like Salesforce, Grammarly, Gong, etc with huge user-bases might only engage 1-3% of them, but at an account level it might be more like 15-20% of accounts engaged.
#announcements - April 08, 2025 at 03:50 PM
thx for sharing @Mary Green (Owner CMAweekly)!
#general - April 08, 2025 at 03:41 PM
Clay can be pretty great for a lot of enrichment and automation use-cases
#jobs - April 08, 2025 at 03:41 PM
UE customer is hiring a Sr Marketing Manager w/ a good chunk of CM, Advocacy, Social, and Content Responsibilities - bonus points for UE experience -
Let me know if you want an intro.
#open-share - April 08, 2025 at 03:08 PM
T Minus 90 min til @Liz Richardson and I break down our new ~56 page report on the Customer Marketing Technology Landscape live. We analyzed 14 customers marketing/advocacy vendors in the 3 core CM disciplines - Customer Content Creation, Customer Reference Databases, and Advocate Activation & Mobilization - as well as 8 adjacent categories (Review Sites, Testimonial Videos, CM Agencies, Gifting, Community & Referrals, CS Tools, Sales Asset Management, and Competitive Intelligence)
The scope and complexity of the CM function is growing, expanding from reference management, to advocacy and content creation, and now to a whole host of related functions - lifecycle marketing, upsell/x-sell, customer education, community, and voice of customer.
While the degree of difficulty in execution is going up, this is a huge opportunity for CM to own more scope, deliver more value to their organizations, and solidify a position at the executive table. To seize this opportunity - technology almost has to be part of the solution (if not purpose-built vendors, at least AI-enabled DIY tools) at any 100+ employee org.
Luckily, the CM Technology Landscape is experiencing a wave of innovation, disruption, and new investment that is ushering in a new era of unprecedented power and capabilities for CMs who take advantage of these technologies. And while CM technology is borderline essential in this market - it’s tough for a customer marketer to make sense of the rapidly evolving landscape. This report and webinar will help you (start) to make sense of the landscape.
Register here (and if you can't join you'll at least get a copy of the recording) -
See you soon!
#general - March 21, 2025 at 08:50 PM
and Base I believe both have some point type gamification/incentivization - but both would be fairly redundant/competitive with RefEdge vs more complementary.
#general - March 21, 2025 at 08:48 PM
if you want to check out something way early-stage startup, might give Zealot a gander -
Don't know anyone that's used them but can say they are pointed at Influitive at least.
Another option that's a little more B2C/self-serve oriented (historically at least) is - rewards more in a referral and influencer marketing type context
#jobs - March 20, 2025 at 03:02 PM
yay @Taylor Page! sweet opp!
#jobs - March 19, 2025 at 04:02 PM
if anyone knows any great CSMs (e.g. ex Influitive CSMs) - let me know, we're hiring an ENT CSM at UserEvidence - thanks! -
#open-share - March 18, 2025 at 03:35 PM
In case you missed it last week - here's a summary and the recording of the webinar our Director of Product Marketing at UserEvidence, , did last week with some examples of modern approaches to case studies (think my favorite are the "playbook" style stories - see Sequel and Clay examples), and what the future of case studies might look like -
#general - March 14, 2025 at 09:34 AM
Yea assuming your overall score isn’t horrible, having some medium and even a few negative reviews actually increases conversion rates, and helps w perceived credibility b/c your page doesn’t look so varnished/curated.
+1 to Jaz and Erin - use the opportunity to learn and act, but I wouldn’t think of it as a permanent stain on a company’s driving record or anything like that
#general - March 07, 2025 at 08:13 PM
One pattern that can work well in this situation is triggered/automated win/loss surveys based on stage changes in the CRM. IE opp goes to closed/lost you ask questions more about why you lost, what could we have done better, product gaps, etc
Closed/won you ask questions about why you won, which competitors you beat, why you beat those competitors, what you're hoping to get out of the investment, etc -- and yes, what types of reference activities they might be interested in (eg reviews, taking a call, speaking at an event, etc)
Especially w/a scaled user base like Zoom or Grammarly or Gong or w/e, have a more 1-to-many scaled way to ingest feedback and structure the feedback into actionable buckets/patterns/themes in an ongoing way is important - and can feed A) internal insights for PMM, sales, PM, strategy, B) advocacy content creation (Case studies, testimonials, stats, etc) and C) building the top of the pipeline for more indepth advocacy/reference activities (ie community, reference program, CABs, w/e)
The scaled survey approach does NOT obviate the need for some sore of more low-scale, human, high quality interview though on a select set of "interesting" closed/won and closed/lost deals - you need that more nuanced, in-depth colorful 1:1 research from a good human interview to get that next level of detail. Even at UserEvidence where we obviously have no shortage of scaled survey feedback collection, we still used professional win-loss interviews on 6-10 interesting opportunities. But the nice part was the survey actually gave us insight into which opps were "interesting" that we wanted to dive into deeper and pass off to the interviewer. And of course you can tell the interviewer to include important questions like advocacy/reference identification. We used Goldpan for interviews, but Klue also has a win/loss research arm via acquisition that is really solid as well.
#open-share - March 07, 2025 at 03:35 PM
awesome - thanks amy! will do
#jobs - March 07, 2025 at 12:52 AM
Don’t tell them I still have my original TextExpander perpetual license I bought for $49 back in 2010…