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.
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.
“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.”
* (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
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