Customer marketing & evidence leader

I turn customer experience into proof buyers trust.

I’m Anya Gonzales. I lead customer evidence programs from story strategy to go-to-market activation—building the editorial, participation, and measurement systems that make customer proof useful in buying conversations.

Explore selected work ↘
$XX.XM+Q3 active pipeline associated with customer evidence ↘
1stCustomer-marketing impact dashboard built at Miro ↘
584Unique open Q3 deals associated with one customer story ↘
~100 → 13K+G2 review footprint from when I joined Miro in July 2020 to today ↘
01 / What I build

Customer programs that connect relationships, stories, activation, and learning.

STORIES

Customer stories

Editorially strong customer narratives shaped through interviews, scripting, consent, approvals, and formats designed for credible reuse.

ADVOCACY

Reviews & participation

Programs that turn customer relationships into reviews, event participation, references, and deeper advocacy opportunities.

ENABLEMENT

Seller-ready proof systems

Searchable tools and organized evidence that help GTM teams find the right customer language for a specific buyer need.

INSIGHTS

Measurement systems

Reporting that connects proof usage with opportunities, reveals coverage gaps, and guides the stories the team builds next.

02 / Selected work

Proof designed to travel through the buying journey.

From story creation to adoption

Two ends of the same discipline: shaping a credible customer narrative, then designing how that proof travels through the organization.

01 / Create · Editorial direction

Four XPRIZE voices, one story

I turned a partnership video request into a four-person customer story: proposed a low-lift Vouch production model, designed the interviews by role, built the editorial source material, and guided the narrative through production and release.

XPRIZE × MiroWatch the finished story ↗
02 / Activate · Distribution strategy

One customer film. Eight figures in associated Q3 pipeline.

I turned the Keller Williams story into buyer-facing and seller-ready proof: a distribution plan, Customers-page and YouTube launch, sales-repository placement, and a three-touch prospecting sequence. Sellers referenced Keller Williams in 584 unique open Q3 deals.

Watch the Keller Williams customer film ↗
Q3 open pipeline associated8 figures
Unique Q3 open deals584
Activation assetsCustomer film · Customers page · YouTube · seller-repository plan · three-touch outreach copy
05 / Discover · Proactive deal intelligence

Customer Story Discovery Agent

Designed a Glean agent that turns closed-win and expansion signals into a qualified story pipeline—giving Customer Marketing the context to act before waiting for a sales nomination.

Potential story leads50+
Actively pursued2
07 / Scale · Proof operations Live

Helping sellers choose the right proof for a deal

I built a multilingual badge repository, then extended it around a seller’s decision: which badges fit this prospect? The deal finder uses category, company size, region, and language to prioritize relevant badges, with explanations that help reps understand what each recognition means.

Badge operationsRepository preview
Season
Language
Active categories
BadgeCategoryNameSegmentStatus
Customer story · Creative strategy and production leadership

I built the path from partnership to customer story.

XPRIZE needed one customer film that could show how its global competition teams use Miro to move ambitious ideas from collaboration toward real-world action—without coordinating a conventional multi-person shoot. I proposed a low-lift asynchronous Vouch model and turned four separate customer perspectives into one cohesive narrative. I designed the role-specific questions, structured the interview and editorial plan, prepared the outreach copy, organized recordings, transcripts, and timestamps, and handed Brand a clear source package for production. The result was a finished story that felt intentional rather than stitched together.

My role
Customer pitch and production approach; role-specific interview design; transcript editing and story development; Brand collaboration and creative review
Partners
XPRIZE, Business Development, Product Marketing, Brand, and Legal
Release
Internal kickoff, followed by YouTube and social after public-use permissions
The production challenge

Capture multiple voices without a scheduling bottleneck.

Zoom or Google Meet interviews would have meant coordinating calendars across teams and organizations. The event timeline and Brand bandwidth called for a faster production model without losing the depth of a real customer story.

The approach I proposed

Use Vouch to record asynchronously—and build the story around the participants.

I brought the Vouch workflow to the project; my Product Marketing leader endorsed keeping it scrappy using my existing process. I then mapped questions to each contributor’s role, coordinated the capture plan, and developed an editorial handoff for Brand.

Interview design became story architecture

I tailored questions to the four contributors—CRM and operations, the alumni network, partnerships and impact, and prize design. From roughly 33 minutes of recordings, I edited and structured the transcripts, mapped answers to timestamps, and pulled the strongest material into a working board so the story could be developed across voices.

01Pitch the customer through an existing Business Development relationship
02Propose Vouch and write questions tailored to each contributor
03Edit transcripts and build a timestamped editorial board
04Work through creative review and customer-use permissions

The editorial blueprint

I built one working view of each contributor’s recording, role-specific questions, timestamps, transcript, and standout material.

01 / CRM & data insights
▶Interview recording
Questions & timestamps

How might the team use Miro?

Data and operations workflows

Partnership opportunity

Editorial note

Polished, media-ready responses; a strong operational perspective.

02 / Alumni network
▶Interview recording
Questions & timestamps

Examples from the alumni network

Workflow challenges Miro might help solve

Editorial note

Specific alumni examples added another dimension to the mission story.

03 / Partnerships & impact
▶Interview recording
Questions & timestamps

Impact frameworks and partner collaboration

Future possibilities

Editorial note

Polished, media-ready responses connecting collaboration to XPRIZE’s ambitions.

04 / Prize design
▶Interview recording
Questions & timestamps

How prize challenges are selected

Future competition design

Editorial note

Grounded the film in how XPRIZE defines a challenge and develops a prize concept.

Reconstruction based on my original working board. Contributor names, recording links, raw transcripts, and unpublished quotes are omitted.

Editorial direction

Put the customer voices back at the center.

On the first cut, I pushed for less B-roll, clearer speaker continuity, and a stronger opening frame so viewers could understand the partnership and each person’s perspective on first watch.

Production and release

Carry the story beyond the internal event.

I continued reviewing the creative as Brand developed the film and worked across teams on customer permissions for external use. After its internal debut, the finished story reached YouTube and social channels.

01

Four customer perspectives

The asynchronous process captured voices from partnerships, alumni, operations, and prize design.

02

Internal debut

The edited film was shown at Miro’s internal kickoff.

03

Public release

Following permissions work, the story was also released on YouTube and social media.
Customer story · Go-to-market activation

From customer film to proof in live deals.

Keller Williams reported a 50% reduction in time to market through Big Room Planning with Miro. I turned the finished film into a multi-channel proof system: customer-page and YouTube distribution, seller-repository positioning, use-case-led messaging, and prospect-ready outreach copy. In Q3, sellers referenced Keller Williams proof in 584 unique open deals representing eight figures in gross open pipeline.

My role
Go-to-market strategy, launch planning, web and YouTube coordination, transcript-based narrative work, and seller outreach copy
Core asset
Published Keller Williams customer video
Execution
Live on Miro’s Customers page and YouTube; three-touch seller sequence written
Deal signal
584 unique open Q3 deals; eight figures in associated gross pipeline in the Q3 dashboard
Watch the finished Keller Williams story ↗
What the metric meansThe Q3 dashboard connects seller-reported Keller Williams proof usage to 584 deduplicated open opportunities representing eight figures in gross associated pipeline. It shows commercial association—not proof that the film generated pipeline or closed revenue.
01 / POSITION

Launch architecture

Designed the executive introduction and channel plan around a single story: alignment at scale and faster time to market.

02 / PUBLISH

Buyer-facing proof

Coordinated publication of the video on Miro’s Customers page and YouTube so prospects had a public story to explore.

03 / EQUIP

Seller-ready narrative

Mapped the story to the corporate sales repository and developed language sales could use around Big Room Planning.

04 / ACTIVATE

Prospect outreach

Wrote a three-email sequence moving from the customer’s 50% time-to-market reduction to cross-functional planning and a conversation with sales. Deployment is not verified.

One story, multiple buying moments

I connected the customer’s measurable outcome to a public film, a Customers-page destination, a seller-repository plan, and prospect-ready copy—giving one story multiple paths into buyer and seller conversations.

Q3 gross open pipeline associated with Keller Williams proof8 figures584 unique open deals · seller-reported proof usage, not pipeline sourced or won by the film
Internal product · Review intelligence and advocacy workflow

Customer Advocacy ROI

Thousands of reviews contained useful customer language, hard ROI evidence, and potential advocates—but the strongest candidates were difficult to identify and govern manually. I designed an internal system that preserves quotes verbatim, structures the evidence, surfaces story potential, and manages nominations. I also worked with GTM onboarding and content to put access to the app inside the sales knowledge workflow.

My role
Product concept, data model, information architecture, permissions, workflow design, AI-classification logic, and Lovable build
Sources
G2, TrustRadius, and Miro survey reviews imported by CSV
Access
Linked from an owner-maintained Confluence resource in the sales knowledge workflow; internal access approved manually while hosted on Lovable
Core workflow
Nominated → In review → Approved → On website
Built around seller needsSellers asked for more review quotes, but many strong examples came from anonymous reviewers. I added a separate white-label table within the app so sellers could find that evidence with its original source and available reviewer context. I also partnered with GTM onboarding and content to link the app and usage guidance from Confluence.
117Diamond Leads with quantified story potential
81quotes curated for the customer website workflow
1,222white-label records available for governed use
The problem

The proof existed, but it was difficult to evaluate, reuse, and progress.

Reading exports one row at a time made it difficult to compare candidates, find a quote for a specific buyer need, distinguish public from restricted proof, or track which customers were moving toward publication.

The product decision

Treat discovery, governance, and nomination as one connected system.

The app does not stop at search. It combines verbatim evidence, referenceability rules, story angles, role-based permissions, analytics, and a managed customer-page nomination pipeline.

From raw review to governed advocacy lead

The main gallery supports dense, precise exploration without paraphrasing the customer. It hides weak or unattributed records, preserves the original source, and distinguishes public proof from referenceable, anonymous, white-label, case-study, and video-worthy opportunities.

01 / INGESTImport G2 and TrustRadius exports server-side and backfill missing classifications with AI
02 / DISCOVERFilter by industry—with five priorities starred—role, seniority, company size, region, use case, theme, source, and priority
03 / GOVERNRespect public, anonymous, white-label, referenceable, case-study, and video-worthy flags
04 / PROGRESSNominate strong candidates and manage status through approval and website publication
01

Find the diamond

Highlight quotes with hard ROI numbers and surface customers whose evidence suggests a deeper story.

02

Use proof responsibly

Keep quotes verbatim, link to the source, and provide a white-label view for referenceable customers who are not public.

03

Move from insight to action

Turn a strong review into a trackable nomination rather than allowing it to remain isolated feedback.

ACCESS

Governed users

Linked from the sales knowledge resource; requests for internal access are manually approved while the app remains on its transitional Lovable host.

GALLERY

Verbatim evidence

Compact quote cards include attribution, tags, copy action, original-review link, and nomination control.

INSIGHTS

Portfolio intelligence

Charts and counts reveal coverage by theme, industry, and region.

DATA

Scalable enrichment

Server-side imports and AI backfills classify region, industry, and marketing theme from review text.
Measurement system · Interactive case study

From “content created” to evidence used.

Customer marketing reporting often stops at production and page views. I designed a measurement model that connects customer-proof mentions with opportunity data—while distinguishing official assets from the informal customer stories sellers share on calls. That creates a clearer view of utilization, coverage, content gaps, and commercial association without claiming that one asset caused a deal to close.

My role
Measurement strategy, metric design, data logic, dashboard build, and monthly reporting
Co-partner
Sales Enablement
Inputs
Gong AI-assisted extraction, Salesforce opportunity data, Coefficient, and Google Sheets
Measurement logic
Spreadsheet formulas I created to classify, match, normalize, and deduplicate records
Current workflow
Clean weekly exports uploaded into an interactive dashboard built in Claude
Anonymized reconstructionMetric names, logic, and relationships reflect the dashboard I built. Commercial figures, customer identities, and asset-level values are masked for this public portfolio.
Interactive portfolio demo

Customer Marketing ROI Dashboard — Metrics

Change the reporting week, search story profiles, and sort the performance table.

Top quarter-to-date performance
Most-leveraged official assetEnterprise transformation companyPublished customer story
Unique deals referencing this asset—Quarter to date through the selected week
Weekly snapshot · Selected week

Use the weekly view to see how proof appeared in the active pipeline at a specific point in time. Movement reflects opportunities entering, progressing, closing, or leaving the pipeline—not newly created pipeline alone.

Content health & efficiency
Quarter-to-date through the selected week

The cumulative view shows sustained adoption: how broadly customer proof is used, how much of that demand is covered by official assets, and whether informal proof reveals a story the team should build next.

Quarter-to-date win-rate comparison
Customer proof referenced—Win rate among closed opportunities with a proof mention
No customer proof referenced—Comparison group among closed opportunities without a proof mention
Customer-proof performance by story type

The detailed view is intentionally shown as ranges. It demonstrates how I compared story adoption and commercial association without exposing customer-level opportunity data.

Customer-story profile ↕Unique deals ↕Average deal size ↕Influenced pipeline ↕
Privacy approachAsset identities and opportunity-level figures are categorized and shown as ranges. Rankings and directional relationships reflect the original analysis.

The operating logic

I first built the classification and deduplication model in Google Sheets. When the workbook became unstable at scale, I kept the measurement logic I had designed and moved the presentation layer into Claude. Seller mentions still support week-over-week analysis; quarter-level reporting deduplicates by opportunity so unique deals—not repeated weekly records—represent adoption.

01Gong AI identifies customer-proof mentions
02Salesforce opportunity fields flow into Sheets
03My formulas classify, match, normalize, and deduplicate records
04Clean weekly exports power the Claude dashboard and reporting
01

Measure utilization

See which official assets sellers reference and the unique opportunities in which they appear.

02

Find evidence gaps

Track informal proof with no matching asset to reveal customer narratives worth formalizing next.

03

Improve the portfolio

Compare coverage, deal size, pipeline association, and win-rate patterns to guide investment—not claim causation.
AI workflow · Customer story sourcing

From reactive nominations to proactive story discovery.

Closed wins and expansions already contain the beginnings of customer stories, but Customer Marketing often learns about them only when a seller chooses to nominate one. I designed an agent that finds those signals, enriches them with account context, assesses story potential, and delivers a usable brief to a dedicated Slack channel.

My role
Opportunity framing, rubric design, agent logic, output structure, Slack workflow, and lead review
Inputs
Closed-win and expansion announcements, Slack threads, account records, and stakeholder profiles
Output
Prioritized briefs with the narrative, proof gap, account team, and suggested outreach
Human review
Customer Marketing validates each lead with the relevant AE, SE, and CSM before outreach
Anonymized reconstructionThe workflow and output mirror the operating system I built. Customer, employee, channel, deal, and internal-link details have been replaced.
50+potential story leads surfaced to date
2being actively pursued for customer stories
Q3ongoing discovery; the pipeline will continue to grow

The workflow

The agent does more than search for a keyword. It connects scattered revenue context, applies a defined story-quality rubric, identifies the people closest to the deal, and packages the findings so a marketer can take the next step.

01 / DISCOVERFind closed signalsScan designated Slack channels for recent wins and expansions with meaningful customer outcomes.
02 / ENRICHBuild account contextRead the full thread and retrieve relevant deal, account, product, and stakeholder information.
03 / QUALIFYApply the rubricAssess narrative strength, strategic fit, evidence readiness, differentiation, and likely customer value.
04 / ACTIVATEPublish a briefPost the lead to a dedicated channel with the right internal partners and a suggested opening message.

What Customer Marketing receives

Each alert answers the questions that matter before asking a customer to participate: Is there a credible story? What can be proven now? What should be measured over time? Who can validate it?

Customer Story Discovery Agent9:04 AM
New lead alert · Global travel platform
Rubric audit: PASS · Product acceleration · Proof: emerging
The story

The customer expanded its use of the platform to replace fragmented diagramming and planning workflows across engineering and finance. The strongest narrative is not the renewal itself—it is how teams are building a shared operating model for AI-assisted work.

Measurement opportunity

Establish baseline time spent creating and maintaining diagrams, then track change-to-update time and rework reduction during the next six months.

Dual-win timeline
  • Win now: Consolidation, shared visibility, and reduced tool fragmentation.
  • Build toward: Quantified productivity and AI-workflow ROI after adoption matures.
Account team

Account Executive · Solutions Engineer · Customer Success Manager · Product champion

Suggested outreach
“This looks like a strong product-acceleration story. Could I capture the baseline now and partner with you on a low-lift customer conversation while the value develops?”
01 / INSIGHT

See opportunities earlier

Customer Marketing no longer depends on a seller remembering to nominate an account after the moment has passed.

02 / VALIDATION

Keep people in the loop

The agent proposes; humans verify. AEs, SEs, and CSMs confirm the story, relationship, timing, and evidence.

03 / PIPELINE

Build for now and later

Immediate leads can move forward while earlier-stage opportunities are deliberately revisited after value has time to emerge.
Sales enablement · Repository and batch automation

From finding an asset to choosing proof for a prospect.

I designed and built the repository that turns hundreds of G2 badge files into structured, searchable records across six languages. I then extended it with a deal finder: sellers enter a prospect’s category, company size, region, and language to see relevant badges first. Definitions explain what each badge means, helping reps select evidence that fits the buying conversation.

My role
Product strategy, seller workflow, taxonomy, matching criteria, badge explanations, and Lovable build
Partners
Product Marketing and Sales Enablement
Inputs
Single files or ZIP uploads containing 300+ PNG and SVG badge assets
Distribution
The G2 Confluence hub includes a “Badge Repository” entry directing reps to the searchable badge app
From product to seller workflowI partnered with GTM onboarding and content to surface the repository within the established peer-reviews and analyst-relations resource. Its G2 hub gives sellers context for when to use review proof and a “Badge Repository” link to find badges by category, country, grid, and badge type. The link establishes availability, not measured seller usage.
A new decision layer for sales
01 / CONTEXT

Start with the prospect

Category, company size, region, and language focus the search on the buyer’s situation.

02 / RELEVANCE

Prioritize the fit

A ranked selection brings relevant badges forward. Labels distinguish the scope of the evidence, including global badges.

03 / INTERPRETATION

Explain the recognition

Badge explanations help sellers understand what the award recognizes before using it in a conversation or presentation.

The product decision: make prospect context the starting point for badge selection. This update adds selection guidance to the repository’s existing search, localization, and batch operations.

SALES

Find the best badges for a deal

Start with the prospect. The most relevant proof rises to the top.

Any categoryAny company sizeAny regionEnglish
Leader badge1. LeaderGlobal · Diagramming
Leader badge2. LeaderGlobal · Collaborative Whiteboard
Best Results badge3. Best ResultsMid-Market · Mind Mapping
≈285unique badges per language
≈569stored files per language
6localized versions
11product categories
Infrastructure and distribution
01 / INGESTAdmin uploadIndividual assets or a 300+ file ZIP with season, year, and language.
02 / STORELovable CloudStructured badge records plus original files in a private bucket.
03 / SERVEThumbnail endpointControlled public image delivery while source files remain private.
04 / ORGANIZERepository + MiroSearch, filters, category toggles, status management, and localized board layouts.
05 / ENABLEConfluence entry pointLive G2 hub points reps to the badge repository where they already seek peer-review proof.
Competitive insights & sales enablement

Customer evidence that answers the buyer’s next question.

I partnered with Competitive Intelligence to turn peer-review data into category analysis, comparison quotes, use-case collateral, and seller guidance. The starting point was a business question: where does our customer evidence support the story—and where do we need stronger proof?

01 / Find the signal

Spot shifts before they become objections.

I tracked competitor movement across review categories, mapped overlapping vendors and categories, and surfaced changes in review volume, placement, and customer sentiment for the competitive lead.

Work produced

Competitor/category tracker · head-to-head review views · positive and negative sentiment from key accounts

02 / Shape the proof

Connect customer language to the message.

I curated competitor-specific quotes and built review-based value assets around priority use cases, including diagramming. I supplied editable evidence for competitive decks and sourced a Talktrack quote the competitive lead confirmed using.

Work produced

Comparison quote collections · use-case value assets · capability-to-evidence mapping

03 / Equip the seller

Turn recognition into buyer-ready proof.

I led Miro’s 2023 and 2024 Gartner Peer Insights Customers’ Choice launches, partnering with Competitive Intelligence and the Head of Analyst Relations. I built the 2024 public landing page and sales enablement guidance, connecting the distinction to customer quotes, report access, and answers sellers could use in buyer conversations.

View the 2024 public landing page
Seller guidance / Recreated example

A useful answer needs context.

Across report cycles, I translated peer-review findings into seller FAQs. This example illustrates that approach with internal talking points and vendor figures removed.

“How should I interpret the placement?”

Explain the report’s exact designation, evaluation period, and measures. Connect the recognition to the buyer’s question using the approved source.

“A competitor has a higher rating. What does that mean?”

Compare the rating alongside review sample size, reviewer profiles, and relevant use cases. Use those differences to frame a fair comparison.

“Which materials can I share?”

Give sellers a clear route to approved public materials and explain the permitted use of report excerpts and customer quotes.

Evidence of utility: The competitive lead described my category analysis as “Exactly what I needed,” requested editable assets for a compete deck, and confirmed selecting a product quote. These are concrete signals that the work addressed a field need.

“Publishing a customer story is only the beginning. The real work is making the right proof useful at the right moment.”
03 / How I work

Editorial judgment, built into a system.

My work sits between customer trust and commercial utility. I care about the quality of the story, the experience of the participant, and whether the organization can responsibly find and use the proof.

01

Discover

Search reviews, customer conversations, seller activity, and deal context for specific experiences and outcomes that could become credible proof.

02

Develop

Secure participation, shape the narrative, and establish clear consent and usage rights.

03

Activate

Map proof to buyer needs and place it in the channels and workflows where it can be useful.

04

Measure

Track utilization and opportunity association without pretending one asset closed a complex enterprise deal.

05

Learn

Use performance and customer language to improve the next audience, story, request, and activation.

Cross-functional orchestration

I build the mechanisms that let customer insight move between teams—not just the meetings where collaboration is discussed.

Story sourcing & handoff

The Glean workflow turns revenue context into a story hypothesis and an actionable collaboration request for Customer Marketing, AEs, and CSMs.

Lifecycle experimentation

Redesigned review generation with Lifecycle and Analytics to test audience receptivity, messaging, conversion, and the quality of customer insight captured.

Proof in seller workflows

Partnered with GTM onboarding and content to link the customer-quote app and G2 badge repository from Confluence resources in the sales knowledge workflow, with guidance for when reps should use each.

CustomersSalesCustomer SuccessProduct MarketingBrand & WebLegalLifecycleAnalytics
Advocate stewardship

Participation should feel thoughtful, clear, and worth the customer’s time.

01

Opt in

A customer raises their hand through a review, event, or existing relationship.

02

Qualify

Assess the specific story, relevance, readiness, and appropriate next ask.

03

Invite

Set clear expectations for format, time commitment, approvals, and usage.

04

Create

Prepare the participant, capture their perspective, and protect specificity.

05

Recognize

Close the loop with gratitude, thoughtful swag, visibility, and responsible future requests.

“An advocate is a relationship—not an inventory item.”

From customer-led webinars to peer reviews, Vouch videos, event recognition, and thoughtful incentives, I have treated appreciation as part of the program—not an afterthought.

I also built the operational guardrail behind responsible reuse: a searchable permissions tool that turns manually reviewed publicity clauses into clear guidance for name and logo use, press releases, case studies, and reference calls.

Govern · Customer permissions

Make consent usable before the next ask.

I designed and built this internal tool in Claude to turn manually reviewed contract clauses into a searchable operating view. It helps Customer Marketing see what 52 customers have already approved, where written consent is still required, and when Legal or the account owner must verify a clause—reducing avoidable outreach and protecting customer trust. The tool treats automated classification as a strong signal, while keeping the original contract language one click away for human confirmation.

Interactive portfolio demo

Customer publicity permissions

8 sample accounts
AccountRegionContract endName & logoPress releaseCase studyReference callsSource
Try the filters to see how the workflow surfaces approved uses, restrictions, and places where consent is still required. Fictional customer names protect confidentiality; the permission model and 52-customer scale reflect the tool I built.
04 / Perspective

Customer advocacy is a relationship, not a content supply chain.

Article in development

Why informed participation, gratitude, consent, advocacy history, and human judgment matter just as much as production volume.

05 / Career

Ten years connecting customer voice to growth.

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