UserEvidence

Embrace Evidence-Based Marketing.  UserEvidence is a SaaS platform that enables you to capture and automatically publish verified proof points, ROI data, and customer success stories from your users.

Watch our 2-min intro video here: https://www.loom.com/share/f99f8d0e04124d3bad51ddb2790eb1e6

CEO & Co-Founder

GTMfund

Early-stage fund focused on investing in B2B SaaS startups. Our investor network consists of GTM executives who've seen zero to IPO. We're here to help exceptional founders with great products successfully scale their go-to-market and grow revenue.

Limited Partner

TestBox

Strategic Advisor

Revenue Collective

The Revenue Collective is a private, invitation-only community of sales and marketing executives at growth-focused companies.

Member

SurveyMonkey

Moved from SF after 8 years to Jackson Hole, WY, and stepped into an individual contributor role, working remotely.  Closing major SaaS contracts with Fortune 500 accounts.

Sr. Enterprise Account Executive

Leading the SurveyMonkey Business Solutions Sales Team.  The SurveyMonkey Solutions portfolio consists of TechValidate (marketing content automation), CX (NPS/customer sat analysis), and Engage (employee engagement).

Director of Solutions Sales

Led ~50 person TechValidate sales team (BDRs, AEs, Marketing Ops, Sales Ops, Account Mgmt) after acquisition of TechValidate by SurveyMonkey in August 2015.

Sr. Manager of Sales - TechValidate Business Unit

TechValidate Software - Acquired by SurveyMonkey

I started at TechValidate in 2010 as the first sales person.  I built and managed the sales org to a 50-person team of Account Executives, Account Managers, Sales Development Representatives, and Sales Operations professionals responsible for bringing in new and cross-sell business at TechValidate.  We were acquired in Aug 2015 by SurveyMonkey.

In addition, I managed a team of alliance managers responsible for building our ecosystem of co-selling partners (PR agencies and marketing consultancies), as well as cultivating and managing alliances with strategic technology platform partners like Oracle, Jive, Marketo, and Salesforce.com.

About TechValidate:
Founded in 2007 and based in Silicon Valley, TechValidate is the first and only automated software platform for the collection and creation of customer evidence.

TechValidate solves the problem of extracting quantifiable operational and financial metrics from your customer base, and then instantly turning that data into usable, third party verified marketing materials.

Director of Sales

Sr. Manager of Business Development

Sales Manager

Account Executive

Sales Development Representative

SRECTrade

SRECTrade is a start-up providing a web-based auction for Solar Renewable Energy Credits (SRECs).  SRECs are an incentive mechanism to promote the adoption of solar energy.

As an intern, SRECTrade provided an optimal immersion into the exciting and expanding solar industry.  The array of interesting projects I spearheaded helped me to develop a wide range of skills--from sales to policy research to financing to business development.

Intern

CleanTECH San Diego

CleanTECH San Diego is a non-profit membership organization formed to accelerate San Diego as a world leader in the clean technology economy. We are a catalyst that serves as the hub for a diverse group of stakeholders to advance a common agenda.

At CTSD, I did a variety of projects ranging from marketing design, to evaluating clean-tech startups for venture and angel financing, to researching incentives arising from climate initiatives like AB32.

I love early stage startups.  I also enjoy complex enterprise sales, and architecting the demand generation systems (both human and automated) that allow small teams to scale into large ones.

Additionally, I'm always looking for cool and innovative ideas, interesting collaborations, and disruptive technologies.

Specialties: B2B enterprise sales, building start-up sales machines, marketing automation, SaaS, DJing (House Music).

Sometimes I wish I started UserEvidence when I was 25 living in San Francisco. Single, no kids - I could have done 8-8-5 (12 hrs, 5 days/wk) no problem. I’d be able to put in a lot more hours than the 9-4-5 I’m averaging now with a 2 and a 4 yr old.

Of course I wish I had more time, but in some ways I think the hard time constraint of school drop off and pickup is actually a big advantage for me as a CEO of a scaling venture-backed startup:

We have 45 employees at UserEvidence, so my contributions individually get smaller and smaller as we grow. In other words, even with all the time in the world - I’m not going to brute force my way to $20M by hero selling and doing a bunch of stuff on my own.

The hard constraints on my time force me to think about my comparative advantage/skill set and leverage relative to the rest of the larger and almost always more talented team. I have to think about how to enable others, guide leadership, and put programs and strategy in place that scale w/o me directly involved.

It’s hard for me, because I still love to sell - so given a couple free hours in the day - I tend to want to start sending LinkedIn messages, or rip some cold calls with the team, or check in on deals in our pipeline. 

And some of that is good (I did source a $100k deal that closed last week from an outbound LinkedIn message I sent) - but increasingly I need to be thinking about how I can use that free time to magnify the output of the other 44 people here.

So - it’s very unlikely that I’m ever a 996 CEO again in my life - but if we build great teams, and give those teams resources, a great strategy, and autonomy to execute - we’ll be in good shape. 

And more importantly we’ll get to enjoy a more balanced life - because after all, it’s the journey that’s the fun part when you look back, not the destination.

Evan Huck

Ok I think I get it now. New York City is pretty damn cool. And it's potentially a big advantage to have your startup based there.

I hadn't been to NYC since I was 25, so I was stoked to have 3 days in NYC (without the kids) w/ my wife. 

The food scene is obviously insane - we had 4 bowls of amazing ramen over 3 days (we don't have good ramen in Jackson Hole), had some incredible sushi, some great french/italian (Cafe Carmellini was great).

We saw a hilarious broadway play ("Oh, Mary" with Jane Krakowski from 30 Rock who was epic), shopped a bunch, slept in since we didn't have kids - it was awesome.

On the business front, it was an efficient trip - board meeting Monday morning, and the 2 meetings with Fortune 500 prospects/customers in the afternoon. You can't do that in Wyoming. Luckily Ray Rhodes now lives in NYC so he can represent, and I'll definitely be flying out there more.

The energy is palpable - I was in a coffee shop in (I don't know the neighborhood names 14th street area haha) and you have a mix of founders, VCs, artists, designers, finance people - all just amped to be creating. The pace and forward-drive to innovate is infectious for sure.

Looking forward to spending more time out there. I get it.

If you’re not doing closed-lost (and closed-won) surveys, you should start - they are an incredible source of insights and feedback for product, sales, and marketing. While simple in concept, they can be tricky to execute well.

We’ve been doing closed-lost (CL) for about 6-months now leveraging UserEvidence - here’s a simplified version of our playbook:

- Rep Changes Stage of Opp in Hubspot to Closed Won or Closed Lost
Hubspot triggers an email with the appropriate CL or CW survey in UserEvidence (the UE-Hubspot integration personalizes the link in real time)

- Respondent Fills out the survey.

- When a response comes in our UE-Slack integrations sends a notification to a #closed-lost or #closed-won channel

- Relevant response data from UE is fed back into hubspot as context to inform future targeted outreach, reengagement, and marketing nurtures

- The most interesting 10-15% of respondents are funneled into a deeper-dive, human-led interview process

- Every month we review the data as a leadership team (Product, Sales, Marketing, CS) for actionable trends and insights

- Competitive Proof Points/Content (mostly from the closed-won) published to our UE on UE library

As one example - this chart shows the main reasons why prospects decided not to move forward with UE. One interesting data point is only 7% went with a competitor - which means there’s still a lot of market out there doing it internally (and AI is now making the traditional "spreadsheets" competitor a little more formidable).

We then use branch logic on some of these answer choices to get more detail, e.g. and open-ended question “Why did you choose Competitor X - what features/differentiators stood out relative to UE?”

I don’t think survey data is the only data point you need for good win/loss programs - we also use:
- Deeper dive human-led interviews
- AI-analyzed insights from Gong recordings
- Sales Rep Feedback 

But surveys are a great low-lift way to consistently capture scaled insights in the context of the customer lifecycle.

Every function of the company should be guided by the voice of the customer if you're truly going to be a customer-centric company.

Best starting at a new company post I've seen. Super stoked to welcome Mary Lim to UserEvidence as a Sr Product Marketer!

Guess what?

In exactly a week, I'll be at UserEvidence as a Sr. PMM! 🤩

And in typical Mary fashion... I couldn't NOT do a video announcement.

Huge thank you to Alex Eaton, Mark Huber, Heather Bell, and Evan Huck for being so open, warm, and genuine throughout the entire interview process.

I'm stoked for what the team has built and the opportunity ahead. I already feel the neon purple in my veins. LETSS GOOOOOO ✨

Something I’ve noticed after talking with dozens of cybersecurity PMMs, customer marketers, and GTM leaders this year:

Most of you aren’t struggling with messaging.
You’re struggling with ammunition.

Your teams know the narrative.
You’ve built strong positioning.
You know your differentiation vs competitors.

But when it comes time to put customer proof behind the claims… the wheels fall off.

Here’s what I keep hearing behind the scenes:

⚠️ “We have great customers, but we can’t say their names anywhere.”
You’re selling into industries that treat public endorsements like security incidents. If a Fortune 50 bank won’t even let vendors appear on a slide deck, a published case study isn’t happening.

⚠️ “Our sellers can’t find the right stories fast enough.”
Cybersecurity products touch dozens of use cases — AppSec, DevSecOps, cloud security, identity, threat detection, compliance, incident response — and prospects want to know a solution has worked in their industry and unique environment. One generic case study doesn’t cut it anymore. Your sellers need relevant evidence mapped to the exact problem their prospect is experiencing.

⚠️ “We have pockets of great proof, but it lives in random places.”
A redacted PDF buried in SharePoint…
A stat mentioned once on a call but never captured…
Proof scattered across websites, review sites, and internal drives.
None of it is centralized, verified, or scalable.

⚠️ “Our technically savvy buyers want statistical certainty and hard evidence”
CISOs and security engineers don’t care about fluffy win stories. They want:
– validated ROI
– measured risk reduction
– technical operational and performance metrics
– objective evidence that someone like them solved the same problem

This is why the best cybersecurity vendors — HackerOne, Splunk, Netskope, Trellix, Recorded Future, Huntress, Solarwinds, etc. — have started treating customer evidence like an internal product.

Not content. Not collateral.
A system.

Built to give PMMs, sellers, and leadership exactly what they need — fast, specific, and credible.

If you want to see a real example of how a top security company operationalizes this, we did a deep dive into HackerOne’s playbook: how they structure, centralize, and deploy customer proof across every function.

Link in comments.

One of the things I’ve always liked about the customer marketing and advocacy space is that even when we compete, there’s real respect underneath it. Everyone’s trying to push the space forward, and that’s a great thing for the category.

We put out some competitive pages a few weeks back. Last week, a competitor answered with one of their own. I’m stoked and I’m here for it - it means people are paying attention and the category’s heating up. 

If you want to see what we’re focused on next, we’re walking through a tactical demo of UserEvidence Advocacy this Friday in Mary Green’s CMAWeekly Community at 2pm ET.

I’ve never seen a product team with this level of velocity, speed, hustle and creativity - so we’re super excited to share what we’ve been working on, and share some of our future thinking as well.

If you’re serious about building a real #customermarketing motion in 2026, come join us Friday.

This wild western scroller game from Luke Francis 📣 is pretty dang addicting.

"Jump the Evidence Gap" - ride through the wild west, collect proof points, and move deals from Stage 2 to Closed Won.

This post is for anyone who isn't planning on being productive today. 
Everyone else can keep scrolling.

We turned our 2025 Evidence Gap report into a western-themed, old school endless runner game. Think Super Mario Bros NES meets the old west. 

There's a leaderboard. Prizes may or may not be up for grabs.

Play here and watch out for the 🌵: https://lnkd.in/gqSSNek8

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