The New Case Study: More creative ways to tell your customer stories

Storytelling MarketingAs technology marketers, or technologists, our comfort zone often lies in our product knowledge. If you are the MASTER of telling people how awesome your products are and why they should use them, your potential customers probably checked out a long time ago.

As my colleague noted in a recent blog, 3 Customer Engagement Lessons Every Technology Marketer Needs, our customers are the single best asset any marketer has. Yet, our 2016 B2B Technology Marketing Survey revealed 23% of technology marketers aren’t taking advantage of that AT ALL.

It’s time to flip the switch on this and put your customers front and center. While you may think your products are being used one way, it’s often not the case. When was the last time you actually called a customer and asked them how they use your products, why they love working with you and what benefits they are seeing?

Ask yourself how engaging your customer stories are. Do prospects read them? Do they engage with them? Maybe it’s time to change up the same old 2-page PDF you’ve been doing for years.

Here are some creative ideas to showcase your customer stories in new ways you may not have thought of.

Infographics

Infographic Case Studies

According to the Social Science Research Institute, 65% of us are visual learners. Why not illustrate your customer story with a super creative, visually engaging infographic case study? As with any good story, your customer case studies or success stories should have:

– A hero

– A villain

– Human problems and emotions

– A memorable ending

 

A Story Book

Microsoft Customer StoriesThis may sound a little crazy but have you thought about an online chapter book? A case in point is Microsoft Stories. The Microsoft News team wrote a great story about their facilities manager and tried to release it to the press. Guess what? No bites! So, the team tried a different tactic and turned it into a page-turning story with compelling photography and video and put it online. Through this whole process they showcase how Microsoft built the city of the future – all using Microsoft technologies.

Podcasting

Podcasting is a little used medium, mostly because content producers are afraid of the technology side of it. Never mind the fact that some of us are just uncomfortable being on camera all the time. This is a great opportunity for you to look inside your organization for that person who is a great public speaker. Podcasting lends itself really well to technical discussions (if you’re talking to an IT audience), customer stories (you can co-host with a customer), or positioning yourself as a subject matter expert. Great examples exist all over the place. Perhaps you could start with your support desk. They impart valuable knowledge all the time for your customers and this is a great way to shine a light on them and their expertise.

Need help telling your customer stories…creatively? The Partner Marketing Group excels at facilitating the entire process between you and your customers from professional interviews to compelling stories. Give us a call if you’d like to learn more!

Written by: Cheryl Salazar, The Partner Marketing Group

Leave a Reply

Your email address will not be published. Required fields are marked *

Latest Posts
01 Mar 2017

A Day in the Life of Our Virtual Marketing Directors

Software and technology partners and ISVs come to us seeking marketing assistance, but are often unclear as to what exactly they need. What they do know is they want to improve their marketing, build an effective marketing plan, establish a regular cadence and create powerful content they can stand behind. Getting there is the challenge.

Latest Posts
23 Feb 2017

How and Why You Should Now Write Compound Blog Posts

Gloom, despair and agony (a nod to a classic Hee Haw skit) is often the reaction when I ask our clients—primarily our ERP and CRM resellers, ISVs and accounting professionals—about their blogging strategy. Most struggle with producing enough content to meet the schedule on the editorial calendar (if they even have one), much less think

Latest Posts
14 Feb 2017

3 Reasons to Outsource Your Marketing

Do you change your own oil? No doubt we could all learn how. When I checked “how to change oil in car” on YouTube, I got 2,780,000 results. But is it a good use of my time? Sure, I could save the $20 bucks Jiffy Lube would charge me but it would definitely take more

Latest Posts
07 Feb 2017

The New Case Study: More creative ways to tell your customer stories

As technology marketers, or technologists, our comfort zone often lies in our product knowledge. If you are the MASTER of telling people how awesome your products are and why they should use them, your potential customers probably checked out a long time ago.
As my colleague noted in a recent blog, 3 Customer Engagement Lessons

Latest Posts
31 Jan 2017

7 Quick Tips for Marketing Dynamics 365

The race is on! Dynamics 365 has a lot of Microsoft Dynamics partners around the world both excited and overwhelmed right about now. You’ve got to figure out not just how to market it, but how to explain it. We’re already helping partners educate their customers and prospects about Dynamics 365 and know some of