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Mark Huber, VP of Marketing at UserEvidence
“The craziest experiment we’re talking about right now is multi-threading—outreach to multiple decision-makers in a deal, automated to start but then turning into direct conversations.”
In this episode of Executive Conversations, Mark Huber and Maeva discuss navigating experiment overload in GTM strategies, emphasizing the need for trade-offs. The conversation covers the importance of aligning marketing and sales efforts, with a focus on multi-threaded outreach to decision-makers. Mark shares his approach to working closely with the VP of sales to present a united front to the co-founders. The episode explores how to use data effectively to tell a narrative and gain executive buy-in for long-term GTM motions.
Mark highlights the challenges of getting executive support, especially from CEOs and CROs, and strategies to overcome these obstacles. He discusses the necessity of long-term planning and how to balance immediate results with strategic growth goals.
In this episode we talk about
- GTM (Go-to-Market) strategies
- Executive buy-in
- Data-driven decision-making
- Marketing alignment
- Long-term growth planning
Takeaways
- The importance of detailed planning: Mark highlights the need for a clear strategy and contingency planning for marketing campaigns to ensure they meet objectives and adapt as necessary.
- Securing buy-in: Discusses effective strategies for gaining support and buy-in from executives and other departments for marketing plans.
- Budgeting challenges: Provides insights on creating realistic marketing budgets aligned with category benchmarks and total addressable market (TAM) considerations.
- Marketing in SaaS: Explores the unique aspects of marketing in the SaaS industry, such as managing free and freemium models.
- Using data effectively: Emphasizes the importance of leveraging data, including tools like Google Analytics, to understand user behavior and optimize marketing strategies.
Timestamp
[02:06] Mark Huber’s background and current role
[03:54] The importance of multi-threading in outreach
[06:32] Experimenting with Hayreach and its impact
[09:17] Aligning marketing and sales with Heather, the sales leader
[11:44] The role of detailed planning in GTM strategies
[14:18] Using data to craft a compelling narrative
[16:55] Key challenges in marketing execution and alignment
[19:28] Navigating hard conversations and building consensus
[22:45] Creating effective nurture workflows in SaaS
About Mark Huber
Mark is the VP of Marketing at UserEvidence. Over the last 12 years, he’s worked in many different marketing roles at bootstrapped and venture-backed B2B startups.
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