Customer Stories
There’s tremendous value in having a third-party endorse your product or service, especially if they’re speaking from personal experience. That’s why customer stories are a key component of any B2B marketing strategy.
When I joined Worksoft, the company lacked the customer success stories that could serve as proof points to their enterprise audiences. With an average deal size of $300K, the enterprise test automation vendor need customer endorsements to help demonstrate the value of their complex offering.
Online Library of Customer Journeys
I built out a library of customer success journey that told the story of how Worksoft’s solution made a real impact for global enterprises. I worked closely with sales to identify customers with a positive experience, then established connections with key contacts at those organizations.
As part of an overall website redesign, I created a Success Stories section of the site to showcase “Customer Automation Journeys.” The page included real-world examples of the software in action for industry-leading enterprises like Lufthansa, Pepsico, Dutch Railways, Deutsche Telekom and more.
Writing Sample: Read Customer Stories
Customer Story Videos
Video testimonials are especially powerful so I used our annual customer conference as an opportunity to conduct short, on-camera interviews at the conference. Since I had built relationships with these customers, I was able to persuade them to take a few minutes for me to interview them in front of a step-and-repeat background with a camera operator I contracted to be on site for the afternoon. I selected the best soundbyte clips and used those for the page, social media, and as quotes on our materials.
Customer Stories at Conferences
I also arranged for customers to present at industry conferences, collaborating with them to create presentations that told their success stories to audiences of those peers. I captured the footage from those events wherever possible and repurposed the content for other content marketing efforts.
Virtual Industry events are a great way to reach an enterprise audience. I created presentations that included customer testimonials to help articulate the value of Worksoft’s test automation solutions.
View example slides from SAP Insider Event
I created a short video to tell the story of Dutch Railways’ success with Worksoft’s Test Automation platform. Watch the video.
