Human understanding is the key to creating experiences that will both move people and move the needle to drive business. A common mistake many marketers make is reducing their customers to metrics. To get it right the first time in today’s landscape of constantly changing consumer expectations, marketers need to rely less on data points collected once a campaign is launched or over, and more on customer insight gathered upfront, even before a campaign is put into market.

The key to a more human approach to marketing is to elevate the unfiltered and earnest perspective from a customer. If you're making decisions that impact the customer merely with data alone, you're missing the whole customer truth. The real customer perspective that can help you improve and optimize your marketing effectiveness lies in the insight you glean through interacting and engaging with them from the beginning through to the end.

Join UserTesting's Chief Marketing Officer, Michelle Huff and Constellation Research VP and Principal Analyst, Liz Miller as they discuss:

  • The customer data fallacy; why (and when) you need to listen to your customers
  • Finding your customer’s voice; understanding the difference between simply capturing and really listening to your customers, and how to bring their voices, reactions, and emotions into the marketing equation so they feel heard
  • The benefits of a test and learn marketing culture
  • Why it's ok to be uncomfortable with customer feedback
Michelle Huff
Chief Marketing Officer
UserTesting

Michelle Huff brings over 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 her past roles—from leading product marketing and management teams to launching websites and marketing campaigns. At UserTesting, she’s responsible for driving the go-to-market strategy, building the UserTesting brand, generating demand, and strengthening customer engagement and advocacy.
Liz Miller
VP & Principal Analyst
Constellation Research

Liz Miller is Vice President and Principal Analyst at Constellation focused on the org-wide team sport known as customer experience. While covering all core pilars of CX (Sales, Service and Marketing), Miller spends time zeroing in on the business demands on today’s Chief Marketing Officer, the evolution of customer engagement and the rising requirement for a new security posture that accounts for the threat to brand trust. A 28-year marketing veteran, Miller offers strategic guidance on the leadership, business transformation and technology requirements to deliver on today’s CX strategies.
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