Any strategies for developing gold-standard customer testimonials / value case studies?

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5 Answers

Enterprise Product Marketing Product Marketing KPI's

Suyog Deshpande

Samsara Former Sr. Director | Head Of Product & Partner Marketing • 5y

Learn from the best in the industry. I love the customer marketing from the following companies:

1. Salesforce - unbelievable focus on customers! Look at the trailhead, attend Dreamforce if you can

2. Gong - I like how they call out specific outcomes and challenges

3. Adobe Experience Maker Awards: https://www.adobeexperienceawards.com/

4,286 Views
Hien Phan

TigerData Head of Marketing • 4y

(1) problem (2) solution (3) benefit and value.

Remember there is a difference between benefit vs. value. For example, if something is automated, the benefit is you don't have to do it manually, the value might be you get to spend more time on more important tasks. Most prospects just want to see if (a) your company helped someone like them (b) was it a similar problem (c) what are the immediate benefits and (d) what are the long term value.

861 Views
Jeff Hardison

Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y

Ensure you're writing the correct case studies for your business. Align with your executive team — particularly sales and CS — on the types of customer stories they need. Enterprise or mid-market? Certain products or use cases? Which industries or job roles? Then, try to check off each with a "gold-standard" case study. Work with your customer success and sales teams to create a shared OKR around delivering the biggest names associated with these targets. If you can't get big names, work to comp ...Read More

593 Views
Mandy Schafer

Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 5y

The best customer testimonials are those where you let the customers talk about their own personal pain points at work, and not have them try to focus on what the company pain points. Their personal pain is generally the overall company pain, especially in an enterprise setting. When it becomes personal, and your software is what helped make their lives better, then the true passion comes out. This personal touch is what resonates to other customers and buyers. When your software helped promote ...Read More

566 Views
David Bressler

BackBox Director, Product Marketing | Formerly TIBCO, Actional, Progress, Software AG, Layer 7, Axway, BCware • 2y

Here are a three strategies I use to make my case studies better: Keep in mind you have two audiences. First, it's the prospect that reads the case study to find out more about what's in it for them. Second, it's the sales team who you might be educating on the outcomes of using your product through storytelling. Start the case study earlier in time than you're thinking. Start with when the customer realized they had a problem. During the interview, ask them to talk about when they realized they ...Read More

414 Views