Emily Gover

#general - December 19, 2025 at 05:24 PM

Can you share a little more about what you mean? Are you thinking of using GitHub to track progress on specific advocacy projects? I could see Github being used as a project management tool for marketers, but it wouldn't be my first choice

#general - December 18, 2025 at 10:31 PM

I feel like it's a rite of passage 😂 I did my first one at my last company in a Slack channel with like 3,000 people... took me almost a full day to realize, oops

#general - December 18, 2025 at 10:15 PM

Oh man, that looks like either a Yubikey sneeze or a beloved pet got on the keyboard 😉

#cabs - December 09, 2025 at 05:16 PM

Thanks, Amy! Totally agree — we are planning to have our exec sponsor send the invites... much to the chagrin of the sales reps, we often see higher response rates, too 😉

#cabs - December 09, 2025 at 05:15 PM

Thank you <@U08V0DUNXQB>!

#cabs - December 09, 2025 at 04:54 PM

@Mary Green (Owner CMAweekly) I believe the webinar is today!

#cabs - December 08, 2025 at 04:32 PM

Hey all 👋 As our team begins to prep for CAB recruitment in the new year, I'm wondering if y'all would share any insights on conversion rates for your CAB pipeline? (i.e. If your CAB is 10 folks, how many did you need to reach out to?)

I understand this will vary widely based on a lot of factors (i.e. specificity of the persona, organizational relationship with customers/strategic accounts, etc.), but am curious on your experiences. At my previous gig, I think our conversion rate was ~25%-30%, so our outreach list was ~4x-5x our target size

#11-cma-events - December 05, 2025 at 07:01 PM

cc: @Melissa Martensson

#general - December 02, 2025 at 05:09 PM

Love this idea, Mary!

I donated to a local Seattle pet rescue which I've fostered for, Saving Great Animals, and to a cancer support organization in my home state (NY), Support Connection, which was an important resource for my mom when we first moved to the States and she had recently entered remission

#general - November 24, 2025 at 07:18 PM

I did this at my previous gig, similar to Abigail's approach. Feel free to send me a DM if you'd like to chat

#general - November 20, 2025 at 05:20 PM

My team used NotebookLM to put all customer stories into a single source, which the sales team can then use to ask questions/surface relevant content about specific customer story needs. I think whoever built it has since left the company, but it works really well and is used by the sales team quite a bit

#general - November 12, 2025 at 05:17 PM

Exciting! Best of luck to you and the team today, @Kevin Lau 🙏

#7-case-studies-stories - November 06, 2025 at 08:33 PM

Ah! Hi <@U09NG5FECAE> 🙂 I'm not sure if you want to ask the content team, but the folks I worked with when I was there was for the Vermicular case study (probably pretty old at this point, but was a good one). It's possible it was Two Rhythms!

#7-case-studies-stories - November 06, 2025 at 04:59 PM

@Wynn Tanner I did a couple of Japanese case studies when I was at Vimeo. Let me reach out to some former colleagues, we did work with a vendor but I can't remember off the top of my head. I'll try to get back to you within a few days.

#general - October 30, 2025 at 10:59 PM

That makes sense — I think most of the objects I mentioned were customized fields/objects that our Sales Ops team built out 😅

#general - October 30, 2025 at 10:09 PM

I've worked at companies where it is stored under the Legal Clause section of the account/opp, as well as the Contract object (there was a "Terms" field which listed the customer reference clause)

#jobs - September 23, 2025 at 07:48 PM

What an interesting find!

#jobs - September 18, 2025 at 05:29 PM

I feel like this position/job has been shared/discussed ad nauseam, but another recruiter contacted me about the (now Senior) Customer Marketing Manager role at Aircall (hybrid in Bellevue/Seattle metro)

I mentioned to the recruiter that this role has been making the rounds in a lot of CM communities, and we're all a little curious as to why they haven't filled it yet. He did offer some context, including an updated salary range. If you are interested in speaking with him, please send me a DM and I can share some more specifics

#general - September 18, 2025 at 04:06 PM

Thank you all so much 🙏 I'll check out FigJam. Our company had full access to Miro but recently did not renew our subscription, I'll see what their free/freemium plan looks like

<@U08D5AWBTEU> our IT team is essentially forcing our hand to use Zoom Whiteboard since leaving Miro. It has a similar layout/UX to Miro but is much more basic in its features/functionality

#general - September 17, 2025 at 10:46 PM

We are beginning to draft detailed customer journey maps across numerous products, routes to market, and personas. Right now, we're using Zoom Whiteboard and it is rather... cumbersome. I'd love recommendations for journey mapping software or tools that you enjoyed working. This is going to be a long-term project, and I want to future-proof this work as best as possible (i.e. use a tool from the start that will grow with us)

Separately, if you are well-versed in Zoom Whiteboard and love it, I'd love to learn from you on how to love it too 😉

#general - September 08, 2025 at 07:14 PM

I'm glad it was helpful 😊

#general - September 08, 2025 at 04:37 PM

We tracked pipeline and revenue influenced for case studies/content at my previous gig. We had to work with the marketing ops team to implement it, though.

It will be a little different for every company in my experience, but the gist of it was that:

• We'd have individual Salesforce campaigns for each content asset (e.g. case study, ebook)
• MOps would set up a tracking code for each asset in Marketo. We embedded the case studies as iFrames, so they were ungated, but still trackable
• When a prospect/customer viewed the case study, it would append that engagement to the corresponding Campaign, as well as the current open opp/account the contact was tied to in Salesforce
• We would run campaign reports in Salesforce to track pipe + revenue influenced
I'm afraid I can't get much more into the nitty gritty on how to do this tactically, as this was set up by the MOps team at my last company, but it was the best method I've found to truly track pipe + rev influence against customer content

#jobs - August 26, 2025 at 04:52 PM

The lack of Director and VP-level positions certainly posits a question to the overall long-term career growth within this discipline. Will be curious to learn from you when you dive into that question!

I have professional peers who have run into similar scenarios in other areas of marketing (e.g. content) and are navigating how to make the jump from leading a content function -> VP-level marketing role or higher

#jobs - August 26, 2025 at 04:50 PM

Really interesting insight @Irwin Hipsman, thanks so much for sharing. And yes, huge +1 to @Alexie Glover for her postings, I know they are appreciated by so many 💙

#jobs - June 13, 2025 at 09:13 PM

Not a Camp Rock gif 😩 🤌 11/10, no notes

#7-case-studies-stories - April 28, 2025 at 11:55 PM

+1 to Liz. At my previous gig we basically ran a SPIFF:

• Nominate an advocate (they can recommend specific programs if they wish) = 1x entry into a drawing for a quarterly prize (e.g. $3K)
• If any of those advocates complete an act of advocacy = 1x entry into a drawing for a higher value quarterly prize (e.g. $5K — goal here was to incentivize them to nominate high propensity customers)
It helped grow our overall pipeline and pool quite a bit. In my experience, SPIFFs are more motivating for sales reps than other incentives

And yes, having buy-in and support from leadership helps immensely with getting the sales org to prioritize nominations over the many other things they juggle

#general - April 21, 2025 at 11:39 PM

We move all CAB alumni to our broader advocate pool and keep them near the top of the list for event invites, speaking opportunities, etc. for the year ahead

#cabs - March 28, 2025 at 09:42 PM

Love it — really appreciate this recommendation, thank you!

#cabs - March 28, 2025 at 09:19 PM

Oh wow, interesting, thanks Amy. Our company is pretty strict on Zoom Partners, so I'm not sure this will get installed/approved before the meeting, but I'm going to keep this in mind for our next virtual session. Have you used Twine before? I'm curious how you heard about it!

#cabs - March 28, 2025 at 05:26 PM

This is amazing @Amanda Peacock — what a great idea. I may have to borrow this for our next meeting 😁

#cabs - March 27, 2025 at 10:20 PM

We will have two breakout rooms:
1. Array of senior (VP+) executives across IT, Operations, Revenue
2. Group of mid-level (Director+) leaders across IT, Marketing, and Ops/Production

#cabs - March 27, 2025 at 10:19 PM

Hi Cabbies 🚕

We are preparing for our first CAB meeting of the year (virtual event) and want to spend some time in our breakout rooms to facilitate introductions. Our members get a lot of value out of how they use our tools, and we were not intentional about dedicating time for them to get to know one another

I'd love to know what your approach has been to asking interesting and inviting questions that will help members get to know each other on a professional and personal level. If you'd be open to sharing any samples prompts, I'd greatly appreciate it to get the gears turning

#8-references - March 24, 2025 at 08:02 PM

You're welcome! If you'd like the specifics on what filters I applied in SFDC, I'm happy to share, just send me a DM 🙂

#8-references - March 24, 2025 at 07:41 PM

My goal was to have ~100 references in our tool by EOQ1, and we are just about on target simply from these two recruitment campaigns

#8-references - March 24, 2025 at 07:40 PM

I'll preface this by saying that our internal systems are very patchy in terms of data integrity, so while what I did is not particularly revolutionary, it did yield highly positive results for us within our target personas — which is a win

Context: Our Q1 goal was to build a large pool (~100+) references of happy customers, ideally within our target personas

Challenge: Our target persona is a very small subset of our overall customer base (consider them a "purple squirrel" — very rare 😉 ). Like many sales teams, our is spread thin and we find engaging them for advocate recommendations to be an ongoing, uphill battle

Experiment: I built a Salesforce contact report of recent c/w opps with a boatload of filters (high account health, role titles only containing certain words, specific sectors/industries, have opted into marketing comms, etc.) and vetted it with the Sales Ops team for overall data cleanliness (knowing full well that our systems are, like, 85% accurate most of the time)

Creating this report would be considered going a bit rogue by our organization's standards, which tends to lean towards "more cooks in the approval kitchen" than previous gigs — lots of red tape. However, we have also been told that we need to test things and iterate, and if we get a wrist slap later, that's OK (i.e. fail fast/learn quickly)

I am almost positive if I had spot-checked all of these accounts/contacts with the sales team, they would have told me to not invite any of them. Instead, I whittled down the list to two very small subsets (the first campaign was 79 people, the second was 144) that I had an educated guess would be highly engaged/responsive

Execution: We are using Deeto, so I set up a recruitment campaign in Deeto to invite folks to join the reference program, which launched today. I sent a "head's up" email to the list the Friday before, letting them know they'll be getting an email from me the following week, and there's no pressure to join (but if they're interested, we'd love to have them)

For each of those recruitment campaigns we've seen a 33% and 32% response rate, respectively with the vast majority being in our target personas/role types/industries

#8-references - March 24, 2025 at 06:58 PM

Thank you! The experiment itself is nothing crazy, but I don't have a ton of confidence in our data (🫣), so it was nice to be proven wrong for once by finding that the contact list actually had responsive and engaged customers!

#8-references - March 24, 2025 at 06:47 PM

Hi everyone, hope you had a nice weekend 😊 Wanted to share a recruitment win: my goal in Q1 was to build a strong pool of customer references for our new tool, so that when we launch in Q2, the sales reps actually have a number of advocates to partner with on reference calls

I've run two experimental outreach campaigns over the last week, and essentially doubled the number of references we have in our database. This was a slightly manual lift, but resulted in highly curated, small lists — resulting in >30% conversion rates to what I would deem pretty cold (but high propensity) leads

#general - March 19, 2025 at 03:53 PM

I'd love to learn if anyone here does referrals for B2B SaaS company. We work directly with customers (vs. resellers, consultants, etc.), and our leadership team has very loosely said things like, "We should have a referral program!" And then when I ask is their vision focused on expanding usage within existing accounts (i.e. inviting colleagues to join/use the tool) vs. expanding pipeline (i.e. inviting professional peers to join), their answer is... "Yes" 😉

#cabs - March 14, 2025 at 08:36 PM

This is the exact split we're planning to use for our CAB meeting next month, how validating! 😂

#8-references - March 14, 2025 at 08:35 PM

I think "serializing" our presence (joining weekly/monthly meetings) is so important to ensure long-term success. Sale reps are pulled in so many directions, the best way to stay top of mind is to always be there 😉

#8-references - March 14, 2025 at 08:34 PM

This is so great, thank you @Emily Smith for your insights 💙

#8-references - March 13, 2025 at 11:15 PM

I am planning to begin launching this in early April and having regular comms/touch-points for at least the first 6 weeks. I have two internal champions of Deeto already on the team (a sales rep and the sales manager), which will be a huge help, but I want to make sure I'm intentional about getting them up to speed. This is a completely new muscle for them. I think I can/should make this first effort high touch

Candidly, the marketing org does not have a ton of trust from the sales team — before my time, our last reference tool was "launched" with hardly any advocates or training, so it got very little use. They are wary/skeptical, but I have been spending the last couple of months building a foundational pool of customer advocates, so when it launches, they will have a sizeable cohort of advocates to choose from

#8-references - March 13, 2025 at 11:15 PM

Hi everyone 👋 I am beginning a soft launch of our customer reference tool (Deeto) with our new biz sales team. This is a small but mighty team of about 7 people.

I'm working on an implementation strategy and workback plan, and would love to either get a gut check on what I have, and/or to learn from you what you've found successful. It is currently a mix of:
• On-demand content (video/written)
• Comms channels (emails, Slack)
• Enablement sessions (joining team meetings bi-weekly to support with finding references, monthly trainings with the broader enablement team)

#jobs - March 12, 2025 at 10:54 PM

Same, Luke 😂 Can you tell I'm having A Week?

#jobs - March 12, 2025 at 10:49 PM

Yikes... 10?!

#jobs - March 12, 2025 at 10:39 PM

I have a friend who is (was?) interviewing for a lower-level IC role at a small startup. They were told they had to complete a 2-3 hour "prompt" and put together a 45-minute presentation for the CMO of the company. I think we've discussed the aspect of "take home assignments" during the interview process and knowing your worth, etc... that felt like a lot of work. This is following 4-5 interviews that already happened.

#general - March 03, 2025 at 05:39 PM

Will send you a rec @Casey Hibbard

#jobs - February 18, 2025 at 07:51 PM

⛰️ Seattle-area folks: A recruiter contacted me about a hybrid Customer Marketing role in Bellevue, WA — in-office 3 days per week. Let me know if you're interested and I can pass along your information

#general - February 10, 2025 at 09:15 PM

You're so kind, Mary 💙

https://www.linkedin.com/in/egover/

#cabs - February 04, 2025 at 12:13 AM

Hi Cameron, sharing a few thoughts below — hope this helps

• Is your CAB mostly executives/senior LT or a mixture of levels?
◦ Ours is primarily exec/senior level management. We are planning to host one CAB meeting this year where we ask them to invite a direct report/someone on their team to host concurrent sessions where we can get a bit more in the weeds with product feedback
• How many CAB members do you have? Do they have a commitment timeframe? 2 years, 1 year, etc?
◦ Commitment is for 1 year with opportunity to renew
• Do you offer them stock options or some sort of tangible offering for participating? If so, what?
◦ Our philosophy is that these positions are entirely voluntary, and while we provide fringe benefits (nice promotional items, comped travel for in-person experiences), any formal kind of compensation (including options) would be a conflict of interest. I would be concerned such forms of compensation would create bias in their feedback (telling us what we want to hear vs. what they actually think). Many execs cannot accept gifts we provide them, so we cover for that by including an option for them to donate the gift amount to a charity of their choice.
• How many times per year do you meet?
◦ This year we are planning for 3x (2 virtual, 1 in-person) but I wouldn't surprised if that gets scaled back to semi-annual. We'll see how our roadmap starts to take shape.