Bitly’s CMO, Tara Robertson, shares her customer-centric playbook for transforming Bitly from a link shortener to a full connections platform. From leveraging QR codes to merging physical and digital experiences to using customer evidence, Tara explains how Bitly’s retention-focused marketing impacts every user touchpoint. This episode shares insights on building authentic customer connections while highlighting the metrics that matter in the B2B landscape. Things to listen for: (00:00) Introduction  (01:15) Tara’s journey from Sprout Social to Bitly (03:02) Building a customer marketing playbook at Sprout (04:27) Measuring retention and adoption with sub-KPIs (06:37) Bitly’s new direction (07:54) QR codes to 2D barcodes (09:39) Expanding Bitly’s target market - SMBs to enterprise (11:29) Showcasing use cases to support varied customers (13:24) Using customer stories to build trust (17:02) Overcoming challenges in gathering authentic evidence Subscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribe  Learn more about the customer evidence platform that B2B teams at Gong, HackerOne, Sendoso, and more trust at userevidence.com