Digital Demand Gen Success in a Sales-Driven Organization
In this episode, find out how an organization fundamentally driven by enterprise sales, rather than product growth, is achieving sustained digital demand gen success.
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UserTesting helps organizations understand what it’s like to be their customer, with a video-first experience testing platform with a global, opt-in network of contributors. Through UserTesting’s Human Insight Platform anyone in an organization can get a first-person understanding of an experience. With UserTesting, teams can watch real people engage with products, apps, or services. The platform generates video-based Customer Experience Narratives, or CxNs™, typically in less than a day, and often within a few hours. Using machine learning, the platform analyzes and surfaces key moments of insight rapidly and at scale.
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Guest Bio
Michelle has nearly 20 years of experience leading marketing and go-to-market strategies at high-tech companies, such as Act-On Software, Salesforce and Oracle. Gaining insights directly from customers and prospects has always been essential in past roles - from leading product marketing and management teams to launching websites and marketing campaigns. At UserTesting, she’s responsible for driving go-to-market strategy, building products, the UserTesting brand, generating demand and strengthening customer engagement and advocacy.
Guest Bio
Michelle has nearly 20 years of experience leading marketing and go-to-market strategies at high-tech companies, such as Act-On Software, Salesforce and Oracle. Gaining insights directly from customers and prospects has always been essential in past roles - from leading product marketing and management teams to launching websites and marketing campaigns. At UserTesting, she’s responsible for driving go-to-market strategy, building products, the UserTesting brand, generating demand and strengthening customer engagement and advocacy.
Episode Summary
In this episode, find out how an organization fundamentally driven by enterprise sales, rather than product growth, is achieving sustained digital demand gen success. Michelle Huff, CMO of UserTesting, explains how she organizes her sales development and business development teams, how they capture data on their website, and much more so that you can land more qualified leads in your pipeline.
Key Takeaways
- The success of demand generation and building pipeline requires close collaboration between the sales and marketing teams, especially in the SaaS industry.
- Relying on qualitative measures can lead to incorrect assumptions about data—however, as data becomes available and the market and solutions mature, a more accurate understanding of the situation can be gained.
- The CMO is often perceived as one who needs to have all the answers, but the reality is that they are responsible for owning the decisions and driving the strategy, even if the ideas come from others.
Quotes
“The website we call a digital first demand center because I wanted to make sure that everything is being brought together—our demand gen function along with content, SEO, and our digital web experience teams.” - Michelle Huff, CMO, UserTesting
Episode Highlights
* (01:31) - Meet Michelle Huff, CMO at UserTesting
* (04:36) - The Trust Tree: Structure at UserTesting
* (12:49) - The Playbook: Demand gen strategies for a sales-driven company
* (30:33) - The Dust Up: Healthy tension and how Michelle overcomes it
* (31:43) - Quick Hits
Episodes Transcript
- The success of demand generation and building pipeline requires close collaboration between the sales and marketing teams, especially in the SaaS industry.
- Relying on qualitative measures can lead to incorrect assumptions about data—however, as data becomes available and the market and solutions mature, a more accurate understanding of the situation can be gained.
- The CMO is often perceived as one who needs to have all the answers, but the reality is that they are responsible for owning the decisions and driving the strategy, even if the ideas come from others.
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