The 2-part formula that most marketers miss
Tue Sep 02 2025
Product data + customer quotes. It's the foolproof formula that's helped Transcend change the customer storytelling game.
In this episode, guest host Alex Eaton (Director of Product Marketing at UserEvidence) chats with Phyllis Fang, Head of Marketing at Transcend, about how her team turns complex, compliance-heavy work into creative, campaign-worthy stories. Think: Spotify Wrapped, but for data privacy.
Phyllis breaks down how they built and scaled “Data Rights Unwrapped”—a personalized, metrics-driven campaign that combines product usage data and customer feedback to tell stories that actually stick. We dig into how they’re using original research to reshape category perception, and how the sales team leans on proof points to close big enterprise deals.
What You’ll Learn:
How Transcend scaled a Spotify Wrapped–style customer campaign (without losing the personal touch)The right way to blend product data + customer quotes into shareable storiesWhy original research is core to their narrative shift—and how to do it rightWhat happens when sales, marketing, and product rally around customer insights
Listen for:
(00:00) Mark passes the mic to Alex Eaton(00:38) What Transcend actually does (and why it matters for growth)(02:11) How “Data Rights Unwrapped” became a campaign that people actually wanted to talk about(04:58) Product data meets customer voice = a new kind of proof(06:02) Why letting customers define success metrics hits harder(09:03) Automating customer evidence (without making it feel robotic)(10:59) How sales reps use tailored stories to win deals(13:08) “Evidence is an answer, not just an asset”(14:00) How original research reframes the conversation(17:03) What works better: data reports, manifestos, or faceless stats?(19:29) Phyllis on automation + the “in-between” moments of storytelling(21:34) How customer insight is changing the way everyone works
Subscribe to Evidently, Mark’s newsletter for customer-obsessed marketers: https://evidently.beehiiv.com/subscribe
See how teams at Gong, Sendoso, and HackerOne use UserEvidence: userevidence.com
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Product data + customer quotes. It's the foolproof formula that's helped Transcend change the customer storytelling game. In this episode, guest host Alex Eaton (Director of Product Marketing at UserEvidence) chats with Phyllis Fang, Head of Marketing at Transcend, about how her team turns complex, compliance-heavy work into creative, campaign-worthy stories. Think: Spotify Wrapped, but for data privacy. Phyllis breaks down how they built and scaled “Data Rights Unwrapped”—a personalized, metrics-driven campaign that combines product usage data and customer feedback to tell stories that actually stick. We dig into how they’re using original research to reshape category perception, and how the sales team leans on proof points to close big enterprise deals. What You’ll Learn: How Transcend scaled a Spotify Wrapped–style customer campaign (without losing the personal touch)The right way to blend product data + customer quotes into shareable storiesWhy original research is core to their narrative shift—and how to do it rightWhat happens when sales, marketing, and product rally around customer insights Listen for: (00:00) Mark passes the mic to Alex Eaton(00:38) What Transcend actually does (and why it matters for growth)(02:11) How “Data Rights Unwrapped” became a campaign that people actually wanted to talk about(04:58) Product data meets customer voice = a new kind of proof(06:02) Why letting customers define success metrics hits harder(09:03) Automating customer evidence (without making it feel robotic)(10:59) How sales reps use tailored stories to win deals(13:08) “Evidence is an answer, not just an asset”(14:00) How original research reframes the conversation(17:03) What works better: data reports, manifestos, or faceless stats?(19:29) Phyllis on automation + the “in-between” moments of storytelling(21:34) How customer insight is changing the way everyone works Subscribe to Evidently, Mark’s newsletter for customer-obsessed marketers: https://evidently.beehiiv.com/subscribe See how teams at Gong, Sendoso, and HackerOne use UserEvidence: userevidence.com