How can marketers better connect with their market when customer insights are often filtered, polished, or stuck in silos?
In this episode of Connect To Market, host Casey Cheshire welcomes B2B GTM Leader Angela Earl to explore how organizations can strengthen their connection to customers by listening more closely- not just to feedback, but to the real conversations happening across their teams. Angela explains why the most valuable insights often emerge when things aren’t going well, and why leaders must create an environment where honesty and vulnerability are encouraged so teams feel comfortable sharing what they’re truly hearing from customers.
She shares why building a shared understanding of the customer across go-to-market teams is critical, and how marketers can capture real signals such as objections, friction points, and recurring questions through tools like call transcripts and systems like Salesforce or HubSpot. Angela also emphasizes the importance of establishing a regular cadence to review feedback and ensure insights move across teams rather than getting lost in isolated systems. From using AI to accelerate research to validating insights through real conversations, she outlines practical ways leaders can stay close to the voice of the customer.
In this episode, we cover:
Why real conversations often reveal more than polished customer feedback
Building a shared understanding of the customer across go-to-market teams
Capturing and sharing real customer signals through tools and systems
Creating a regular feedback cadence to prevent insights from getting stuck in silos
If you’re a marketing leader looking to strengthen alignment across teams while staying closer to the voice of the customer, Angela’s approach offers practical ways to turn everyday conversations into meaningful market insight.
🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.
Connect with Angela:
LinkedIn: https://www.linkedin.com/in/angelanearl/
Book: https://a.co/d/1oth0TT
Ways to Tune In:
Spotify:
Apple Podcasts:
Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d
iHeart Radio: https://iheart.com/podcast/282837141/
Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391
YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV
Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
