Mark Huber

UserEvidence

I was hired as the first full-time marketer to build out the Marketing function from scratch.

UserEvidence creates customer evidence for GTM teams, generating verified competitive intelligence, product stats, and ROI data from your entire customer base.

Using custom surveys, B2B marketing teams can continually capture customer stories throughout the entire lifecycle. This creates a self-serve library of proof points that makes it easier for your GTM team to credibly prove the value of your product.

B2B companies like Pendo, Ramp, and Gong rely on UserEvidence to create verified customer evidence.

VP of Marketing

Paramark.com

B2B Marketing leaders use Paramark to get more confident about how to spend their marketing dollars.

Paramark predicts and measures the impact of every Marketing investment — paid and owned, brand and performance, online and offline.

Their machine-learning based approach uncovers the true incrementality of Marketing to show you what really works.

Marketing Advisor

Navattic

Navattic's demo creation software helps teams instantly create interactive demos that convert.

MARKeting

I work with founders and marketing teams at B2B software startups to build brands that stand out for all the right reasons.

- Strategic narrative design and storytelling
- Positioning and messaging
- Copywriting
- Content marketing

✅ Website: markhuber.co
✉️ Email: info@markhuber.co

Founder

Gated

Gated builds technology to help humans stay focused in a noisy digital world. Take back control of your attention and create your Gated profile at www.gated.com.

metadata.io

I did some serious damage in my time at Metadata as the second full-time marketer.

After my first year, I created a new role to build the Metadata brand through product marketing, content, community, and events.

We created the Demand Gen U podcast with 50+ episodes, and 30,000+ downloads in 15 months, plus the annual DEMAND event with 11,000+ demand gen marketers registered in two years.

We launched the DEMAND Community for 1,600+ demand gen marketers to connect, learn, and level up their careers.

And we grew ARR from $2.5M to $15M with over 75% being Marketing-sourced.

Head of Brand & Product Marketing

I was hired as the "Director of Growth" aka second full-time marketer. I intentionally use air quotes because that title means a million different things to B2B marketers.

I did a little bit of everything. I overhauled the entire Metadata brand (positioning, messaging, and design), built our content engine, and re-launched our website along the way.

We hit our Marketing-sourced pipeline target in five consecutive quarters, created serious momentum, and never looked back.

Director of Growth

Fast Radius, Inc.

I was hired as the first Director of Demand Generation and reported to the CMO.

This was my first time owning a number - hitting my pipeline and revenue targets for the three quarters I worked there. My time here was shorter than originally planned, but for good reason.

I bought Metadata as a first-time customer in January 2020. I quickly realized it was a game-changer and left to join Metadata full-time.

Director, Demand Generation

Uptake

First time reporting into a CMO. Learned a whole lot (aka messed up) along the way too.

Senior Manager, Marketing Operations

First time working at a VC backed startup. Uptake was the fastest US startup to reach a $2B valuation.

I was hired as the first marketing ops person and built out everything from scratch. Hubspot first, then Marketo, and everything we needed in Salesforce.

Working in marketing ops was the best thing to happen to my career. I learned about every single marketing function. I had to try and "prove" the ROI of everything we did. The good tactics and mostly, the bad ones.

Manager, Marketing Operations

Symbiont Group - B2B Marketing + Sales

From Accenture to first full-time hire and founding member at a bootstrapped startup.

I got promoted from being an IC to a People Manager too soon. I managed a Content Strategist and an Art Director - making a TON of mistakes along the way. This is where I fell in love with B2B marketing.

Digital Marketing Manager

Accenture

I finally realized consulting wasn’t for me and decided to follow my managing director and mentor. He founded a startup B2B marketing agency and I didn’t look back.

Consultant, Digital Transformation

I worked with 280k of my closest friends at Accenture. And I made PowerPoint presentations for a bunch of Fortune 50/100 companies on digital marketing and strategy projects.

I’m super thankful because everything I learned here after my first two years out of school (soft skills, problem solving, and structured thinking) wouldn’t have happened without this experience. This was a perfect first job for me.

Analyst, Digital Transformation

VP of Marketing @ UserEvidence | Marketing Advisor for B2B Startups

This isn't one of those LinkedIn bios where I talk about myself in the third person.

I'm a B2B marketing leader and brand builder. I'm one of those nerds who always knew they wanted to be a marketer and somehow got around to loving B2B marketing (said no one ever).

I've worked at bootstrapped and venture-backed B2B startups for the last 12 years in different B2B marketing roles. 

When you look at my bio, your first thought might be, "Why has he worked in all of these different marketing functions? Can he not make up his mind?" 

It's all been very intentional. I've spent time in different, and important, marketing functions, so I know how modern B2B marketing teams work and what good looks like. 

I've seen a lot, learned a lot, and messed up just as much along the way. 

Check out markhuber.co if you're looking for your next marketing advisor (someone who's been there and done that before).

B2B marketers use Metadata’s Marketing OS to drive more revenue without all the manual and repetitive work.

From running paid campaigns to personalizing web experiences to optimizing everything to revenue – Metadata automates all of this.

This means less time spent on low-value tasks and more time spent on strategy, creativity, and driving revenue.

I’ve looked up to Devin Reed for longer than he realizes.

From what he accomplished at Gong to what he's doing at Clari to everything he's creating on his own. Dev’s truly committed to his craft and puts in the work.

Our LinkedIn bromance started 3+ years ago. It quickly turned into two dudes with mutual respect and admiration for one another. We catch up whenever we can - without any actual agenda. 

We keep each other humble, play hype man when needed (let's be real, imposter syndrome creeps up on everyone), and talk about stuff that has zero to do with marketing.

Finally got to meet for the first time and hang all week at Spryng. Didn't disappoint.

Another newsletter? Just what the B2B marketing world needs.

The first edition of Evidently, my new newsletter, went out this morning. 

I only subscribe to a handful of B2B newsletters because 1) my inbox is already a mess and 2) the good ones all consistently share a unique POV.

I'm doing a lot, learning a lot, and messing up a lot as a first-time VP Marketing. And I've yet to find a newsletter from another Marketing leader who writes about their hits AND is honest about their misses.

This won't be a re-hash of the same stuff you're already seeing in my LinkedIn posts. It's honest, authentic, and vulnerable. And it's been a blast to plan out.

You'll get to see what's going on in my Marketing world, stuff I'm learning and digging from others right now, and my favorite UserEvidence content we've shipped lately.

Head over to our website and join our email list so you can get this newsletter in your inbox every two weeks. We're still working on adding new CTAs specific to this but we needed to ship this first edition.

PS it was impossible for me to type out "new newsletter" in this post and not hear the Kelce brothers shout "new newwwwws" in my head

Buy intent data, pass "high intent buyers" over to your Sales team, and tell them to close those deals.

Your job is done… if only it were that easy. 

B2B marketers have spent WAY too much time (and money) on intent data and not nearly enough time defining what your best-fit customers look like. It’s about time we get back to the basics.

Adam Schoenfeld, Trinity Nguyen💎, and Jarod Greene joined me on this week’s episode of The Proof Point to dig into common misconceptions around defining your TAM, ICP, and best-fit customers.

This is one of those timeless topics that will help you WAY more than buying a new tool without having an actual strategy in place first. Shiny object syndrome at its finest.

Plus, you know it’s a good episode when someone in our ICP texted me this morning (decision maker on an open opportunity) saying “Good episode on ICP! Coincidentally I talked to Adam yesterday” before I even got this post out.

Check it out wherever you listen to your podcasts.

PS got any ideas for upcoming episodes of The Proof Point? You know where to find me

#productmarketing #b2bmarketing #gtmstrategy

Fire up LinkedIn and you’ll quickly see two different POVs on category design:

1. Create a category (from people who have never worked at a startup that created a new category)
2. Don’t create a category (from people who actually have worked at a startup that successfully created a new category)

Successfully creating a new category is extremely hard. It costs a fortune and isn’t for everyone. But it's a big risk, with a bigger reward, if you get it right.

Category creation is even harder for companies to reposition themselves and get their buyers to think of their product differently.

Common Room launched a new website last week with their new narrative that introduced a new category: Customer Intelligence Platform (or CIP). 

While the last last thing we need in B2B-land is another acronym, I love shouting out good product marketing when I see it.

From the POV blog that summarized where they started and where they’re headed to how strong their new narrative is to the “don’t go chasing waterfalls” sub-headline I saw on a product page. I dig it all.

They got their start a few years back as a community-led growth platform and pivoted after they started 'listening' to their customers. Crazy new concept, right?

I was blown away by UserEvidence's customer logos when I started the interview process last year.  

The first logo that stood out to me - you may have heard of them by now - was Gong. 

So it only felt right to kick off our new customer spotlight series and show off the amazing work Hannah Hapin's small but mighty customer marketing team is doing.

Gong relies on UserEvidence to collect proof points for product launches, create industry-specific customer evidence, and uncover new raving fans as part of their awards program.

One of their biggest challenges (join the club) is finding customers who are the right fit for a specific ask from Marketing or Sales.

“Because of UserEvidence, we’re able to uncover some of those happy customers that are willing to share their story and create more assets to share with the rest of the team,” Hannah points out.

This allows Hannah and team to spend the majority of their time on higher value advocacy work.

And the best part: They’ve actually reduced — not increased — the number of marketing requests customers receive, preventing customer feedback fatigue, and request overload.

Get the full rundown in the comments.

Shoutout to the Algert⚡️ team for always making us look good.

Come say hey to UserEvidence at Spryng in Austin next week.

Pipeline and revenue planning: 

Every new Marketing leader's "favorite" thing to do... that they probably have never actually done before.

There's never enough clean data to go off of. You're planning against targets that were set and given to you by another department. And the math never maths correctly.

What's not to like about this process? A whole lot. But it's on us Marketers to improve it.

Adam Goyette, Emily Kramer, and Jeff Ignacio joined me on this week’s episode of The Proof Point. They schooled me on why most GTM leaders are bad at math, what goes into setting more realistic pipeline/revenue targets, and how to build your revenue model.

If you've been listening along so far - you've probably caught onto the intro format for every episode.

I let one guest go scorched earth on the episode topic to kick us off. None of it's pre-rehearsed. And I don't have any idea what the lucky guest is going to say.

This is the funniest intro so far. Emily stole the show. Probably could have stopped recording and ended the episode after she got off her soapbox.

Check it out wherever you listen to your podcasts.

Don't call it an "advisor program" unless your advisors are actually advising you.

Last Friday, Jen Allen-Knuth stopped by and hosted a workshop for our SDRs and AEs on how to defeat the status quo and break through our buyer's mental spam filter.

Her workshop was interactive, group participation was off the charts, and the Zoom chat was going strong the entire time.

In the words of Evan Huck - "that was awesome". A man of few words with a very high bar.

We're lucky to call Jen a Marketing Advisor at UserEvidence. She's one of the very best at what she does and an even better human.

My long-time friends Beam Content 💡surveyed 400+ B2B marketers and GTM leaders on the state of content marketing. Here's what stood out to me:

1. Product, demand generation, and customer success were the least likely to rank content as “excellent.”

This is a problem. These three teams are building your product, marketing your product, and making sure customers are successful with your product.

If they aren't happy with the content you're shipping, you better jump on a Zoom ASAP and hear out what each function has to say.

More on that in my next takeaway.

2. 95% of GTM folks think their involvement in content marketing will make it more relevant and effective.

Us marketers hate when other cooks show up uninvited to the marketing kitchen. But this is one of the best scenarios for you to get input from other functions. It absolutely leads to better content and outcomes.

Set up interviews with the experts inside your own company. Don't pretend you know everything when you have direct access to people who can make your content stronger.

This is a huge content cheat code that we've started to unlock at UserEvidence. Get more internal functions involved here and thank me later.

3. 42% of content marketers measure success using leads and conversions while the broader GTM org is more likely to look for revenue

Measuring the business impact of content is hard, especially when you don't have tooling to help paint the full picture.

The best content marketers are the ones who connect their impact to pipeline and revenue. Blend any quantitative data you have with qualitative feedback from call recordings, LinkedIn comments or Slack DMs.

We do that at UserEvidence whenever someone from an open opportunity gives us positive feedback on content we shipped. It ain't perfect but it helps get us closer to pipeline and revenue.

Head over to Beam's website to get the full report and rundown. It's a good one.

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