In this episode, Mark sits down with Irena Kin, Product Marketing & Business Strategy Lead at Grammarly, to talk about her pivot from law school to leading go-to-market strategy-and how her team is flipping the script on what a "great customer story" actually means.

The big questions tackled in this convo:
• Why storytelling is the secret sauce behind great product and customer marketing
• What makes a customer story actually useful (spoiler: it's not just slapping it into a template)
• How Grammarly uses UserEvidence as a storytelling engine-not just another tool in the stack

You can't scale advocacy without a system.

Irena breaks down how Grammarly turned UserEvidence into their go-to source of customer proof-from mining review sites for gold to helping every team (yep, not just marketing) use stories to build trust and move faster. It's not just about collecting content. It's about making it work everywhere.

"Messaging doesn't have to be hard."

Irena gets real about why the best messaging doesn't sound like marketing-it sounds like people. She connects her legal roots with her storytelling chops and shares the three P's that shape standout positioning: People, Persuasion, and Proof.

Customer stories aren't just "challenge, solution, results."

They're your north star. Your teachable moments. Your credibility in action. Irena dives into how her team ditched the dusty case study template to create stories that are actually helpful-and why who's reading them changes everything.

👉 Learn more: https://userevidence.com
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🎧 Listen in: https://userevidence.com/the-proof-point