In part eight of UserEvidence's Spryng 2024 series, Mark Huber sits down with Sydney Waterfall, SVP of Go-To-Market Strategy for a new company called Pasetto. They discuss Sydney's journey in launching Pasetto, the challenges and surprises encountered along the way, and how she balances her passion for farming with her role in the B2B tech world.

Starting a new venture

* Full control and independence in building Pasetto
* Bootstrapping the company while transitioning from a service-based to a product-based model
* Learning the intricacies of running a profitable and efficient business

Integrating customer feedback into product development

* Leveraging an existing audience as a competitive advantage
* Focusing on customer feedback to inform product development
Rapid, agile decision-making in a small team environment

Software evaluation and purchasing

* Recent experience with purchasing Keyplay software at Refine Labs
* Emphasis on targeting efficiency and leveraging content and word-of-mouth recommendations
* The importance of involving multiple stakeholders in the buying process

Building trust in marketing

* Prioritizing authenticity and transparency in all customer interactions
* Utilizing real data and customer evidence to create credible marketing messages
* Balancing relatable content with objective, fact-based insights