Episode Details

What’s up everyone, today we have the pleasure of sitting down with Aditi Uppal, Vice President, Digital Marketing and Demand Generation at Teradata.

• (00:00) - Intro
• (01:15) - In this Episode
• (04:03) - How to Use Customer Conversations to Validate Marketing Data
• (10:49) - Balancing Quantitative Data with Customer Conversations
• (16:14) - Gathering Customer Insights From Underrated Feedback Channels
• (22:00) - Activating Voice of Customer with AI Agents
• (29:09) - Voice of Customer Martech Examples
• (34:48) - How to Use Rapid Response Teams in Marketing Ops
• (39:07) - Building Customer Obsession Into Marketing Culture
• (43:44) - Why Voice of Customer Works Differently in B2B and B2C
• (48:26) - Why Life Integration Works Better Than Work Life Balance

Summary: Aditi shows how five honest conversations can reshape how you read data, because customer language carries context that numbers miss. She points to overlooked signals like product usage trails, community chatter, sales recordings, and event conversations, then explains how to turn them into action through a simple pipeline of capture, tag, route, track, and activate. Tools like BrightEdge and UserEvidence prove their worth by removing grunt work and delivering usable outputs. The system only works when culture supports it, with rapid response channels, proposals that start with customer problems, and councils that align leaders around real needs. Blend the speed of B2C listening with the discipline of B2B execution, and you build strategies grounded in reality.

About Aditi

Aditi Uppal is a data-driven growth leader with over a decade of experience driving digital transformation, product marketing, and go-to-market strategy across India, Canada, and the U.S. She currently serves as Vice President of Digital Marketing and Demand Generation at Teradata, where she leads global strategies that fuel pipeline growth and customer engagement.

Throughout her career, Aditi has built scalable marketing systems, launched partner programs delivering double-digit revenue gains, and led multi-million-dollar campaign operations across more than 50 technologies. Recognized as a B2B Revenue Marketing Game Changer, she is known for blending strategy, operations, and technology to create high-performing teams and measurable business impact.

How to Use Customer Conversations to Validate Marketing Data

Dashboards create scale, but they do not always create confidence. Aditi explains that marketers often stop at what the model tells them, without checking whether real people would ever phrase things the same way. Early in her career she spent time talking directly to retailers, truck drivers, and mechanics. Those interactions were messy and slow, filled with handwritten notes, but they gave her words and patterns that no software could generate. That language still shapes how she thinks about campaigns today.

She argues that even a small number of conversations can sharpen a marketer’s decisions. Five well-chosen interviews can give more clarity than months of chasing analytics dashboards. Once you hear a customer describe a problem in their own terms, the charts you already have feel more trustworthy. As Aditi put it:

“If you get an insight that says this is their pain point, it helps so much to hear a customer saying it. The words they use resonate with them in ways marketers’ words often do not.”

She points out that B2C teams benefit from built-in feedback loops since their channels naturally keep them closer to customers. B2B teams, on the other hand, often hide behind personas and assumptions. Aditi suggests widening the pool by talking to students and early-career professionals who already use enterprise software. They may not be buyers today, but they become decision mak