Episode web page: https://tinyurl.com/4txxcx83 ----------------------- In this episode of Insights Unlocked, we explore how marketing, UX, and customer experience teams can collaborate to craft impactful, data-driven strategies. Our guests—Emily Carrion, CMO at Entrepreneurs' Organization; Katie Karr, a Senior User Experience Designer at Workiva; and Kristy Morrison, Director of Digital Marketing at F5,—share insights on cutting through digital noise, optimizing messaging, and leveraging user testing to create seamless experiences that drive business success. What you’ll learn in this episode: The marketing challenge – Why understanding customer needs remains the foundation of great marketing, even as digital channels become increasingly noisy. UX as a marketing advantage – How UX research and design play a critical role in communicating value to potential customers, especially since 80% of SaaS buyers research before speaking with sales. The role of testing – How teams can use customer insights, A/B testing, and analytics (quant + qual) to optimize messaging, improve conversions, and enhance brand clarity. Cross-team collaboration – Why breaking down silos between marketing, UX, product, and content teams leads to better customer experiences and stronger business impact. Key Quotes from Our Guests: 💡 “There are some things in marketing that never change. Our job is to deeply understand our customer and connect their needs with our product’s value.” – Emily Carrion 💡 “Every good experience you create is part of your brand—so is every bad experience.” – Kristy Morrison 💡 “UX isn’t just a product function anymore. It’s critical in marketing to ensure we’re communicating the right message upfront.” – Katie Karr Episode links: Emily Carrion on Linkedin Kristy Morrison on Linkedin Katie Karr on Linkedin Blog post: 31 Expert Opinions on the Importance of UX in Marketing
Full Episode
Welcome back to the Insights Unlocked podcast. In this episode, we are bringing you a short compilation of insightful moments from three past episodes. You'll hear from Emily Carrion, CMO at Entrepreneurs Organization,
Katie Carr, a senior user experience designer at Workiva, and Christy Morrison, director of digital marketing at F5, as they dive into the intersection of marketing, UX, and customer-focused optimization. From cutting through the digital noise to refining customer experiences, these snippets pack a punch. So sit back, tune in, and enjoy the show.
Welcome to Insights Unlocked, an original podcast from User Testing, where we bring you candid conversations and stories with the thinkers, viewers, and builders behind some of the most successful digital products and experiences in the world, from concept to execution.
there's some things in marketing that never change, I think always and forever, it'll be our job to deeply understand our customer. Like what do they care about? What makes their life easier? What pain or challenge can we solve? And then our job is how do we connect that to how our product can help them help their company and hopefully help the greater good.
If we're, we landed at a mission, you know, mission driven company, which thankfully I have. And then what changes is how do we deliver that message? So the channels or the mediums that we have, I mean, one of the things I think that is both fun and really challenging about being a marketer is there's an explosion of channels and they're getting noisier and noisier.
So how do we break through the noise? And I think the best way to do that is like really authentically knowing what our customer, like, what do they most care about and how do we match an incredible content with knowing them like really intimately, right? Like we know what you care about. We know we have people like you, like we are in this together. Um, and those messages are hard to ignore.
Uh, but I think that's our challenge, right? Like the world is so noisy. And yet we have something that can make your life better. So how do we make those connection points to do that?
I think we really think about UX as being a product role, but it's really so much more and it's a critical function of marketing now too. So it really doesn't matter how great the product offering is if we're not communicating the right message upfront to get users to see the value. And there's a lot of recent studies showing that a lot of SaaS buyers do their research upfront.
I think around 80% before they even talk to sales. So making sure that we're representing UX on the marketing side, bringing in research foundations early really helps represent the voice of the customer early on in the buyer process so we can make sure that users are really getting the information they need and that it's all accessible to them on the website.
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