Article
Let your customers do your marketing: A practical guide to ...
medium.com
Quoted on this wiki
Every place a page here uses this source, in the order the words come in it.
Use customer testimonials whenever and wherever you can — but always when launching a new product, feature, or service. Testimonials are arguably the most powerful tool in your sales and marketing kit. They can be added to outbound sales emails, in sales collateral, on your website, in investor pitch decks, in a PR kit for media — the opportunities are endless. “This could be as simple as a quote we drafted for customer approval based on their feedback or as complex as writing up an in-depth case study, creating a testimonial video, or pitching a feature story and lining up media interviews with the customer.” Select customers that support your business and campaign goals
The menu of possible case studies and testimonials “Both can be useful.” Start small and check in with sales (or whoever regularly speaks with customers) to see how customer testimonials help them close deals. Based on the themes, values, and use cases you want to highlight, what do you already have that can be quickly packaged up and shared? This can be as simple as a statistic or one-liner to include in outbound emails, a slide in a sales deck, or on a landing page (see a few examples if you scroll down here), or as complex as a more in-depth written case study.
Case studies can range from a one-sentence testimonial scribbled down in a sales call that the team gets permission to share only in private sales collateral, to a fully produced video like the ones linked above. Both can be useful. “This can be as simple as a statistic or one-liner to include in outbound emails, a slide in a sales deck, or on a landing page (see a few examples if you scroll down here), or as complex as a more in-depth written case study.” Tactically speaking, here’s how we brought two types of “case studies” to life at Stripe: