Kirby Wadsworth, Vice President of Marketing at F5 Networks, was nice enough to spend some time with me discussing his philosophy about using customer evidence in the marketing cycle and his experiences using TechValidate to streamline that process.
Kirby talks about the importance of exposing customer evidence early in the marketing and sales process in order to move prospects from cold to hot purchasing state. Specifically, F5 is using its customer evidence to cultivate leads and attract new sales prospects by allowing prospects to see themselves in the customer data and deployment details.
Take a look at this video interview with Kirby:
