This episode of The Proof Point, Host Mark Huber sits down with John Short, CEO of Compound Growth Marketing, to discuss how telling the right customer stories (in the right places) can help you break through buyer skepticism. John shares his experience turning proof points and testimonials into tools that build confidence, foster trust, and move deals forward in competitive markets. He also shares how he aligns sales and marketing to create narratives that resonate with buyers and inspire action.No fluff here—John brings real examples of how Compound Growth Marketing uses authentic customer stories to craft impactful sales strategies. If you’re looking for actionable insights on leveraging trust to fuel growth, this one’s for you.What You’ll Get:How authentic customer stories help overcome buyer skepticismThe secret to crafting proof points that actually resonateHow alignment between sales and marketing leads to better storytellingThings to listen for:(00:00) Mark’s intro to John and his revenue marketing expertise(03:45) Why trust is the ultimate currency in today’s market(07:15) The buyer fears that hold back deals—and how to address them(11:30) Turning customer success stories into actionable sales tools(17:00) Aligning marketing and sales for seamless storytelling(21:15) John’s go-to example of trust-building done rightSubscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribe Learn more about the customer evidence platform that B2B teams at Gong, HackerOne, Sendoso, and more trust at userevidence.com.

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