How Leverages Social Proof Throughout Their Marketing Efforts Why Saturates the Market with Customer Proof with Leela Srinivasan )TrustRadius Talks (Webinar)

Featuring Leela Srinivasan, Chief Marketing Officer TrustRadius’ Trust Talks series highlights B2B executives’ approach to building a culture of listening to customers, activating the customer voice, and creating a customer-driven company. Your customers are your best marketing asset. Buyers today want to learn about your product directly from your customers, not your sales team. Leela Srinivasan, CMO from, knows all about that and makes customer voice a focal part of her marketing strategy. She believes in letting customer stories speak to the value of, and emphasizes social proof throughout their marketing program. Her department has spent many of its recent efforts on gathering social proof from various sources, such as multiple review sites, then publishing these relatable customer stories across their marketing platforms. In this Trust Talk, Leela and TrustRadius’ Founder and CEO, Vinay Bhagat, discussed’s approaches to leveraging the voice of the customer (VoC) across their marketing platforms, along with using buyer intent data to gain deep insights into prospective buyers. Topics include: How has unlocked customer stories and uses that to “saturate the market with customer proof” Strategies has successfully used to influence the self-serve buyer—including using VoC in their persona development, pricing, packaging, etc. Why there isn’t a one-size-fits-all approach to customer stories and why brands need a variety of them at various touch points The key drivers teaching to be more customer-centric—reviews, customer advisory council, and onboarding and relational net promoter scores (NPS) How feeding TrustRadius’ downstream intent data into 6sense has allowed to understand how buyers are navigating the web and which strategic accounts to focus on “I’ve always found the voice of the customer to be incredibly inspiring in the work that I do, and that’s going to unlock different ideas. We’re already talking through where in our buyer journey will it make sense to sprinkle this content. Where on our website? Can we reinforce the point that we’re trying to make with customer-lead content?” — Leela Srinivasan