There are times when people buy into a good idea, such as early adopters of consumer tech, who buy into the thrill of trying the next big thing.
But in B2B technology, buying decisions are driven by trust, proof and performance.
Why? Soaring IT spending has led to greater scrutiny over purchasing decisions. Expectations have also increased. Business leaders want to see near-immediate ROI, while employees desperately crave a better experience.
Taking a bet on a new technology is high stakes for those making purchasing decisions, which means they need to trust both the product and the people they are buying it from.
It is, therefore, little surprise that the preferred marketing content for B2B buyers is case studies and customer success stories. Real testimonials validate a brand’s claims about their product or service and build buyer confidence at later stages of the sales funnel.
But how can brands better highlight customer success stories and translate this advocacy into future sales?
Start with a strategic story
Begin by creating a hero piece of content, which is going to underpin all your future marketing and comms activity – the case study. Focus on the problem that you are solving – the WHY – rather than the product and its capabilities – the HOW. Consider your buyer personas and show them how your solution overcomes the challenges they face – not forgetting quantifiable results that demonstrate it worked!
Once the story is clear, repurpose it into owned content like blog posts and social media assets. Testimonial videos are a particularly powerful approach as the story comes directly from the customer.
Amplify with media outreach
Give your story an editorial boost by turning it into a press release. A press announcement maximises the reach of the story by communicating with your buyers in the publications they are already reading and helps boost credibility – 92% of consumers trust earned media. If your customers are willing, involve them in the media outreach by arranging interviews with journalists. This is the holy grail for many technology journalists who want to offer their readers honest accounts of what is actually working for their peers and what could work for them, too!
Go heavy on the PDAs
Don’t shy away from public displays of affection (PDA) – use social media to promote your strongest success story. Create dedicated social assets with your brand logos, key metrics and standout quotes. And share them beyond your dedicated channels by creating content packs for your customers and employees to promote through their own networks.
Equip sales with the story
Turn your case studies into a customer story playbook for your sales team. Include a quick overview of the customer, the challenge, the solution and links to all related assets. You can take it one step further by creating template emails for use at different stages of the sales funnel, to help them understand how the different assets can help spark or support a conversation.
Get out there!
When speaking at industry events, the audience doesn’t want to hear your sales pitch. It has to be interesting and relevant to them if they are to stay the course – whether it’s their mind or their feet that start wandering. Put customer stories at the heart of your presentations. Or go one better and have them on stage speaking for or with you. No one is better placed to credibly shout about how great you are than satisfied customers!
Ready to spotlight your customers
Want to explore how to turn your customer success stories into a powerful media and sales asset? Reach out to [email protected] to discuss a bespoke strategic storytelling programme.
Frequently Asked Questions
What is customer storytelling in B2B?
Customer storytelling in B2B is the use of real customer experiences to demonstrate how a product or service delivers value, solves problems and produces measurable results.
Why are customer success stories effective for sales?
Customer success stories are effective for sales because they provide independent proof and reduce risk for buyers. Seeing peers succeed helps decision‑makers feel more confident moving forward.
How can companies turn customer success into advocacy?
Companies can turn customer success into advocacy by showcasing stories across media, social platforms, sales materials and events, encouraging customers to share their experiences in their own words.
