Customer-Led Growth Plays (The Most Epic Customer Growth Swipe File Ever)
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Abbreviated Play Name
🗺 Stage
(Empty)
Count5
1
Reorganize Customer Stories
2
Customer Metrics on Homepage
3
"How To" Workshop ft Customers
4
Atypical Customer Blog Series
5
Candid Reaction Launch Video
6
Testimonial Packed E-Signature
7
The "Holy Shit" Moment Video
8
Micro Case Study Social Image
9
Post Customer Videos on Social
10
Text Micro Case Study
11
Promoted Customer Testimonials
12
Insta Sponsored Story Retarget
13
Customer Voice Post by CEO
14
Customer Story Post Boost
15
Company-wide Social Blast
16
Post Audiograms on Social
17
Twitter Thread Customer Story
18
Customer Quote TikTok Edits
19
Customer Celebration Campaign
20
Turn G2 Reviews into Content
21
Webinar from Customer Stories
22
Customer Quote LI Carousel
23
Customer Quotes in FB Ads
24
LinkedIn Live ft Customers
25
Turn 5* Reviews into Videos
26
Lo-Fi Customer Screenshots
27
Real Customer Metrics Post
28
Lo-Fi Screenshot Carousel Post
29
Testimonial on Sign Up Page
30
In-App Micro Case Study
31
Renewal Win Recap Landing Page
32
Use Real Customers in Customer Newsletter
33
New Customer Onboarding Emails/Flows
34
Promote Customer Education + Certifications
35
Educate Your Customer Community
36
When to Ask for Reviews & Referrals
37
Post-Interview Invites to Advocacy Program
38
Exclusive Customer Advisory Board Content
39
Customer Awards Blog Posts/Content
40
Year in Review Using Customers Stats
41
Customer Awards Program
42
Customer Referral Program Landing Page
43
Advocate Opt in Button
44
Outbound (+ SDR) Email Sequences
45
Customer Video on Demo Request Pages
46
Add Customer Proof to Product Pages
47
Prospect Newsletters & Emails
48
Multi-Format Case Study Pages
49
Customer Testimonials > Blogs
50
Customer Product Use Library
51
Create a "Wall of Love" of Screengrabs
52
Testimonial in Sales Contract
53
Customized Landing Pages for References
54
Customer Quotes on Competitive Landing Pages
55
Midsale Competitive Proof
56
Proof Deck for Customer Champions
57
Boilerplates for 'Request for Proposal'
58
Pocket Stories for Sales Conversations
59
G2 Reference Landing Page with Reviews
60
Turn Webinars into Sales Snippets
61
Customer Love Video in Pitch Decks
62
Customer "How to" Series
Drag to adjust the number of frozen columns
📚 Play name (OLD)
📈 KPI/Metric
➡️ Channels
👤 Role/User
✏️ Page Description
💡Creative Examples
⚡️Live Example
⚡️ More Live Examples
⚡️ Even More Live Examples
Name Characters
Date Created
Reorganize Customer Stories

Present your customer stories to support how prospects are coming in and consuming content. Instead of organizing them alphabetically or by industry, think about what they're thinking about when they're in discovery phase and looking at your website.

Crossbeam presents three organization. methods:

1.Customer outcome and KPI (e.g. revenue generation, sales velocity)
2.Use cases (e.g. co-selling, co-marketing)
3.User type (e.g. for marketing tech, for venture capital)
🟢 27
6/16/2023
6:22pm
Customer Metrics on Homepage

Check out how Mutiny includes real, quantitative customer outcomes on their homepage to back up product-specific value props.

🟢 28
6/21/2023
4:17am
"How to" Featured Customer Workshops
🟢 30
7/5/2023
6:07pm
Atypical customer spotlight

We see plenty of "customer spotlight" blog series, but Intercom's "Response Time" is different.

Instead of asking customers questions that elicit veiled testimonials, Intercom's Response Time "talks outside your product". Done entirely by Typeform survey, and gets outside the box with Qs like "how would you describe your job to an alien?"

Result: it's easy for them to participate, you'll get a foot in the door for future advocacy requests, you'll forge a deeper, real connection with them, plus you et all the benefits of association and reach upon posting.

🟢 29
7/14/2023
3:55pm
Candid reaction video product launch

Nobody cares about the "new product/feature launch" email describing new functionality.

Instead, go against the grain and create a sizzle reel of reactions from early access customers to show off your new product or feature.

Aside from creating a buzz, you can also get those early access customers in on the promotion strategy by having them share the post, amplifying your reach.

🟢 28
7/14/2023
4:05pm
Customer Quote Packed Email Signature
Awareness
Web Traffic
Email
All

Giving your external-facing teams a customer quote packed email signature is a no-brainer. It's like putting your customer testimonials in "always on" mode, and is an easy way to get more mileage out of them. We recommend including a banner image or video link featuring one or multiple customer testimonial quotes.

🟢 30
9/24/2014
5:48am
Create a "Holy Shit Moment Video"
Lead Gen
Social Engagement
Awareness
LinkedIn
Twitter
Instagram
Social Media
Content Marketing
Customer Marketing
Demand/Lead Gen

Pull out authentic moments of customer delight from your existing CSM/AE call records, splice them together and you've got a killer sizzle/hype video.

We frequently hear these are "the best performing marketing campaign we've ever done."

Example: Check out how Calixa, Scratchpad, Metadata, and UserGems dropped candid moments directly from Gong/Chorus/Zoom calls (with permission of course) into a video.

(Scratchpad calls these hype trains, we call them holy sh*t videos.)

https://www.linkedin.com/posts/davegerhardt_the-best-marketing-is-proof-and-theres-activity-6937418751839469568-gAjS
https://vimeo.com/799295015
https://www.linkedin.com/posts/nateodell_b2b-sales-salesforce-activity-6950483765882216448-HW8W
🟢 28
9/26/2014
1:46am
Micro Case Study Social Image
Lead Gen
Social Engagement
Web Traffic
Awareness
LinkedIn
Twitter
Instagram
Social Media
Content Marketing
Customer Marketing
Demand/Lead Gen

Short & sweet. Create micro case study graphics/images with a quantitative ROI metrics in the headline, a customer quote, and the customer logo and picture.

TEMPLATE + GPT PROMPT --> *this one's perfect for including a graphic template AND a GPT prompt.

https://www.linkedin.com/posts/hschuck_come-see-it-for-yourself-or-if-you-already-activity-6909842856115412992-EmqB/?utm_source=linkedin_share&utm_medium=member_desktop_web
https://www.linkedin.com/posts/kevintyronejames_stopbigpaper-practicallygenius-activity-6909669588607627264-LKMa?utm_source=linkedin_share&utm_medium=ios_app
🟢 29
1/27/2015
7:14pm
Post Customer Testimonial Videos on Social
Lead Gen
Social Engagement
Awareness
LinkedIn
Twitter
Instagram
Social Media
Content Marketing
Customer Marketing
Demand/Lead Gen

Share quick < 90 sec customer testimonial videos on LinkedIn accompanied by the main story takeaways in the post.


Tip: You probably record about 20-30 mins of interview content to clip down to 90 seconds, include other great takeaways and soundbites from transcripts in the post.

https://www.linkedin.com/posts/formstack_kevin-eliminates-paper-from-his-university-activity-6904544930728148992-mTd7/
🟢 30
1/27/2015
7:16pm
LinkedIn Micro Customer Story Text Post
Lead Gen
Social Engagement
Awareness
LinkedIn
Twitter
Social Media
Content Marketing
Customer Marketing
Demand/Lead Gen

Create short LinkedIn story post tagging the customer contact and company for extended reach with the case study linked + "Read all about it here" as a CTA.

Tip: Enable executives and employees to share out their own versions of the story like HeadsUp.


https://www.linkedin.com/posts/headsupai_startupgrowth-productledgrowth-datadriven-activity-6871822254423076864-8_9I/
🟢 21
1/27/2015
7:32pm
Promote Customer Testimonials for LinkedIn
Lead Gen
Social Engagement
Awareness
LinkedIn
Social Media
Content Marketing
Customer Marketing
Demand/Lead Gen

Promote a customer video, an audiogram, or a social graphic featuring a customer quote or micro case study.


Tip: We recommend the format "[Customer name] uses [your Company name] to achieve [impressive quantitative result]."

https://www.linkedin.com/posts/vitally.io_customerio-sees-massive-roi-with-vitally-activity-6866466109789487105-PWL0/
https://www.linkedin.com/posts/oysterhr_book-a-demo-today-activity-7006278437095026688-fy2I?utm_source=share&utm_medium=member_desktop
🟢 30
1/27/2015
7:36pm
Customer Testimonials for Instagram “Sponsored Stories” Retargeting
Social Engagement
Lead Gen
Demand Gen
Awareness
Instagram
Social Media
Content Marketing
Customer Marketing
Demand/Lead Gen

B2B buyers are on Instagram. Use customer testimonials in your retargeting campaigns on Instagram.

Proof: See how UserGems & Webflow retarget website visitors on Instagram with a customer testimonial quotes & sponsored case study links.

https://www.linkedin.com/posts/angela-ferrante_webflows-case-study-instagram-story-activity-6787446834567639040-QPZA/
🟢 30
1/27/2015
7:55pm
Customer Voice LinkedIn Post by CEO
Social Engagement
Lead Gen
Awareness
LinkedIn
Twitter
CEO/Executive

Your CEO & Execs probably have a huge following on LinkedIn or Twitter. When a customer says a great thing about your market or product, have your CEO share it out in a reflection post.


Tip: At scale, this looks like operationalizing your executive team to amplify the voice of your customer. This example from Nick Mehta got almost 8,000 reactions.

https://www.linkedin.com/posts/nickmehta_customersuccess-activity-7000585382123761664-Cm1c?utm_source=share&utm_medium=member_desktop
https://www.linkedin.com/posts/rudeegraap_shutterstock-is-the-perfect-example-of-a-activity-7067594875210268672-YEt3?utm_source=share&utm_medium=member_desktop
🟢 26
12/6/2022
2:03am
Get Customers To Amplify their Story on LinkedIn
Lead Gen
Social Engagement
Awareness
LinkedIn
Twitter
Social Media
Content Marketing
Customer Marketing
Demand/Lead Gen

Don't forget about enabling the end users of your product, especially if you significantly & positively impact their day to day success and productivity. Work with your admins to coordinate end user/customer social posts.


Tip: Make it super easy for them by pre-drafting the copy, creating a meme, giving them images, etc. for their post.

https://www.linkedin.com/feed/update/urn:li:activity:7000499640324239360/?updateEntityUrn=urn%3Ali%3Afs_feedUpdate%3A%28V2%2Curn%3Ali%3Aactivity%3A7000499640324239360%29
🟢 25
12/6/2022
2:06am
Tee-up Company-wide Social Amplification
Social Engagement
Awareness
LinkedIn
Twitter
Instagram
Customer Marketing
Content Marketing

Your employees are your best ambassadors, each with a network that can massively amplify your social engagement & reach. There's lots of employee advocacy tools that let team members connect their social accounts and post teed-up links with one click or start free by sharing the content links & some suggested copy in a dedicated slack channel encouraging people to post & like.


Tip: Follow ZoomInfo’s playbook to drive engagement by having your sales team share this micro case study post. See reverse image search showing all the employees who posted their micro case study.

🟢 25
12/6/2022
2:55am
Post Audiograms on Social
Lead Gen
Social Engagement
Web Traffic
Awareness
LinkedIn
Twitter
Instagram
TikTok
Social Media
Content Marketing
Customer Marketing
Demand/Lead Gen

Dynamic, fast paced soundbite audiograms are perfect scroll-stoppers for channels like LinkedIn & Twitter.


Tip: You don't need to post full stories on your social channels, get your audience hooked with the best soundbites with a link/CTA to see the full story on your site.

https://twitter.com/OpenPhone/status/1564333873194045447
🟢 26
12/7/2022
1:40pm
Use Thread Storytelling on Twitter & LinkedIn
Lead Gen
Social Engagement
Awareness
LinkedIn
Twitter
Social Media
Content Marketing
Customer Marketing
Demand/Lead Gen

Turn your full customer story into an easy-to-read and digest social thread. This works best for both Twitter and LinkedIn threads & comments.


Tip: Follow OpenPhone's lead and break the full story down into 4 main takeaways told in the threads.

https://twitter.com/OpenPhone/status/1598035032576331777?cxt=HHwWgsC89aaZrq0sAAAA
🟢 29
12/7/2022
1:52pm
Turn Customer Story Videos into TikToks
Lead Gen
Social Engagement
Awareness
TikTok
Demand/Lead Gen
Social Media
Content Marketing
Customer Marketing

Yes B2B buyers & users are consuming business content on TikTok. Repurpose raw video interview footage with customers for ~30 secs TikTok clips.

https://www.tiktok.com/@oysterhr/video/7171594533283581227?is_from_webapp=v1&item_id=7171594533283581227&web_id=7176394025624077867
🟢 27
12/12/2022
12:51pm
Celebration Campaign with Customer Voice
Lead Gen
Social Engagement
Awareness
LinkedIn
Twitter
Demand/Lead Gen
Social Media
Content Marketing
Customer Marketing

Take any reason to celebrate customers and bring their voice into your channels, even if it's not about their experience or your product. Tagging the customer & company gives you even more amplification.


Proof: Check out this idea from Amanda @ Zylo. They ran a campaign for International Women's Day to celebrate female-identifying customers. They asked what does it mean to be a Remarkable woman in SaaS today and shared the quotes over a series of graphic posts.

https://www.linkedin.com/posts/zyloapp_to-celebrate-international-womens-day-activity-6907069310041526272-iPwP?utm_source=share&utm_medium=member_desktop
🟢 29
12/14/2022
12:34pm
Turn G2 Reviews into Content for Social
Lead Gen
Social Engagement
Awareness
LinkedIn
Twitter
Demand/Lead Gen
Social Media
Content Marketing
Customer Marketing

N/A

🟢 28
1/3/2023
6:50pm
Turn Customer Stories into a Webinar
Lead Gen
Social Engagement
Awareness
Webinars
Customer Marketing
Content Marketing

Turn a long-form customer story into a standalone webinar with the "customer hero" as the guest speaker to bring the story to life and engage prospects and customers in understanding how to win with your solution.


Proof: Crossbeam received so much engagement on one of their case studies that they turned the story into a webinar featuring the customer hero and Customer Marketer. It was one of their best performing webinars to-date in terms of registration and attendance rates.

https://www.crossbeam.com/resources/webinars/the-inside-track-top-partnership-plays-from-gorgias-chris-lavoie/
🟢 29
1/10/2023
3:12pm
LinkedIn Carousel of Customer Testimonial Quotes
Lead Gen
Social Engagement
Awareness
LinkedIn
Customer Marketing
Content Marketing

Fuel organic and sponsored LinkedIn posts with customer quotes & testimonials.

The UserGems team wanted to give social proof content a boost to show their audience who benefits from our product and how, straight from the horse's mouth.

So they began building a library of customer quotes to strengthen our message and amplify customer advocates.

Their highest performing organic posts on LinkedIn center around a customer video, quote, or case study. This has become a central component of their organic growth strategy on LinkedIn.

https://www.linkedin.com/posts/klaviyo_why-to-switch-to-klaviyo-activity-7016414452098965504-UWkw/
🟢 26
1/10/2023
3:48pm
Use Customer Quotes in Sponsored Facebook Ads
Lead Gen
Social Engagement
Awareness
Facebook
Customer Marketing
Content Marketing

Customer quotes work well as social proof for ads run through the FB Ad Network. You can reach prospects on Facebook, Instagram, and other less obvious (+ crowded with B2B noise) places than LinkedIn.

🟢 25
1/19/2023
7:05pm
LinkedIn Live Series Featuring Customers
Lead Gen
Social Engagement
Awareness
LinkedIn
Customer Marketing
Social Media
Demand/Lead Gen

Proof: Clari SVP of Marketing, Kyle Coleman (LinkedIn influencer) drove traffic to a series of customer interviews on LinkedIn Live. Featuring the customer on LinkedIn instead of a webinar drove more hype and attendance, and made it easier to recruit participants.

🟢 26
2/3/2023
7:01pm
Turn 5* reviews into Videos
Awareness
LinkedIn
Twitter
Instagram
Website
Social Media
Content Marketing
Customer Marketing
Demand/Lead Gen

Using a tool like Veed.io, it's easy to turn your G2 / Capterra / other third party reviews into videos, and test various formats on organic and paid social posts.

Example: This video (from Lemonade Insurance) that turns 5 star reviews into an animated stand-up comedy bit.

https://www.youtube.com/watch?v=H-2AEFHKCG4
🟢 27
3/1/2023
9:48pm
Post screengrabs of candid customer love
Awareness
LinkedIn
Twitter
Instagram
Social Media
Content Marketing
Customer Marketing
Demand/Lead Gen

Did you get a great note from a customer on slack or email? Turn it into an instant and lo-fi graphic for social media (with permission of course!)

https://www.linkedin.com/posts/scratchpad-ae_try-scratchpad-for-free-activity-6892504195145068544-IVFC?
🟢 26
3/16/2023
10:45pm
Micro contextual customer content in social posts
Awareness
LinkedIn
Twitter
Instagram
Social Media
Content Marketing
Customer Marketing
Demand/Lead Gen

Switch it up from the usual "see how much a customer loves us" post. Instead, get granular with numbers.


Post the specifics of how a customer achieved X goal and include metrics. Bonus - sharing their win makes it more likely that they'll repost.


Example: See how Trinity Nguyen at UserGems shares a customer's win down to the % points.

https://www.linkedin.com/posts/trinitynguyen_b2b-marketing-sales-activity-6920429504423153665-_waz
🟢 26
3/16/2023
10:51pm
Turn your mentions into a LinkedIn carousel post
Awareness
LinkedIn
Social Media
Content Marketing
Customer Marketing
Demand/Lead Gen

Take screengrabs of your favorite customer love comments across your social channels. Then turn them into a carousel post on LinkedIn!


Example: This Design Pickle example that allows you to scroll through some of the times real customers have mentioned them on Twitter.

https://www.linkedin.com/posts/designpickle_need-creative-help-without-the-time-or-budget-activity-6919757880334196737-QP5L/
🟢 30
3/16/2023
10:56pm
Add Customer Proof to your Sign-up Page
Adoption
In-Product
Lifecycle Marketing
Customer Marketing
Email Marketing

Try A/B testing your current account sign-up page with a version that includes a customer testimonial. Copy how LeadPages did this ->

🟢 27
1/27/2015
9:08pm
Use Micro Case Studies in In-App Notifications
Adoption
Retention
In-Product
Email
Lifecycle Marketing
Customer Marketing
Email Marketing

Use micro case studies to drive adoption of a particular feature in the product rollout. You can weave them into your email communications, and even in-app product tours or nudges to try said new feature.

As Leah Miller from Sprout Social says, this is a "wonderful opportunity to showcase the hard work the team is doing at exactly the right time someone using our product would benefit from hearing about it."

Proof: Intercom A/B tested this micro case study in their product tour and it increased adoption of their "apps in inbox" feature by double-digits.

https://www.linkedin.com/posts/angela-ferrante_socialproof-activity-6773036690173919232-U-tF/
🟢 23
1/27/2015
9:21pm
Create Pre-Renewal/Expansion Landing Pages
Retention
Expansion
1:1
Landing Pages
Customer Marketing
Customer Success
Account Management
AEs

Everyone loves a “Spotify Wrapped” because it's personal. Make renewals and expansions personal for the customer with landing page that highlights their partnership & wins with you.

https://marpipe-rise-interactive.crd.co/
🟢 30
12/6/2022
2:07am
Infuse Customers into your Customer Newsletter (duh)
Adoption
Retention
Email
Lifecycle Marketing
Customer Marketing
Email Marketing

If you have a newsletter dedicated just for your customers, you best believe you should be including customer proof in it - customers love learning from other customers.


Tip: Include a way/CTA for customers in your database who might be secret advocates to raise their hand to share their story or experience.

🔴 41
12/6/2022
2:26am
Show Successful Customers in Customer Onboarding Flows
Adoption
In-Product
Email
Lifecycle Marketing
Customer Marketing
Email Marketing

Get new customers started on the right foot with onboarding flows either through emails or nudging them through the journey in-app. Using your best/most successful customers to educate new customers is the best way to create more successful customers and it starts from day one.


Tip: Show real examples of what the right/healthy use of your product looks and the steps that a new customer can take to see those same results.

🔴 36
12/6/2022
3:02am
Use Champions to Promote Customer Education/Certifications
Adoption
Retention
In-Product
Email
Lifecycle Marketing
Customer Marketing
Email Marketing
Education

Most software companies generate added revenue through education or certification offerings. Certifications can make a big impact on a user's career opportunities, don't miss out on telling those stories.


Proof: Give users who have successfully completed the course/certification a way to promote their success like LinkedIn posts and badges.

🔴 43
12/6/2022
3:03am
Educate Your Customer Community with Case Studies
Adoption
Retention
Community
Lifecycle Marketing
Customer Marketing
Education
Community

Turn long form case studies into educational content for your customer community. For most B2B SaaS companies, peer-to-peer learning is the best way to drive platform adoption.


Proof: Crossbeam develops long-form case studies that highlight a customers' "win stories" and metrics, and does a dive deep into the specific plays they used to hit those achievements. This means case studies are chock-full of graphics, screenshots, and step-by-step processes for other customers to experiment with and replicate within their own organizations.

https://www.crossbeam.com/resources/case-studies/how-to-increase-your-tech-partner-programs-revenue-by-30/
🟢 31
1/10/2023
3:11pm
Ask for 3rd Party Reviews & Referrals Based on CS call triggers
3rd Party Reviews
Advocate and Asset Count
Lead Gen
Email
Customer Marketing

Use time-sensitive & relevant triggers to ask for a 3rd party reviews and referrals at the right time. Try making asks in real-time trigger off moments of delight - right after an amazing video testimonial interview or a great QBR with CS.


Tip: Look at the data sources and workflows already happening and see where you can plug in relevant asks and make it easy for the customer. For example, remind them what they already said with a few bulletpoints from their video interview.

🔴 35
12/6/2022
2:00am
Invite to Advocacy Program During a Case Study Interview
Advocate and Asset Count
1:1
Customer Marketing

Work smarter, not harder. If you're interviewing a happy customer for a video testimonial or case study who is not already in your advocacy or reference program - take the opportunity to share about the program and what they'd get out of it and ask if they'd like to join.


Tip: Do a mini-intake with them on what motivates and anything that really lights them up that you could do together.

🔴 42
12/6/2022
2:07am
Create Exclusive Customer Advisory Board Member Content
Advocate and Asset Count
Web Traffic
Conversion
Website
LinkedIn
Customer Marketing
Content Marketing

Create a separate content brand reserved just for your top tier advocates like your Customer Advisory Board members as an opportunity to tell their story in an elevated way and to a different persona/audience. This works well with above the line/higher up customer contacts that are not using your product on a daily basis.


Tip: This could look like your CEO/Execs doing an interview with them and giving them shine on LinkedIn.

https://www.gainsight.com/blog/change-the-game-in-5-minutes-lorna-henri-tackles-technical-cs-at-scale/
🔴 42
12/6/2022
2:43am
Turn Customer Awards into Blog Posts/Content
Web Traffic
Advocate and Asset Count
Website
Customer Marketing
Content Marketing

Extend the hype and buzz around annual customer awards by turning the winners & submissions into blog content.

https://zylo.com/blog/saasme-award-winners-2022/
🔴 35
12/12/2022
12:53pm
Create an End of Year in Review Using Customers & Product Stats
Advocate and Asset Count
1:1
Email
Website
LinkedIn
Customer Marketing
Content Marketing

Like a Spotify Wrapped, but for your customers. Turn your holiday wishes into an end of year recap featuring wins and showing appreciation for your customers.

https://www.pandadoc.com/new-year/
🔴 36
1/10/2023
4:13pm
Use Customer Awards Program to create a Best Practices Guide (E-Book) for existing customers and prospects
Advocate and Asset Count
Conversion
Adoption
Retention
1:1
Email
Website
LinkedIn
Customer Marketing
Content Marketing
Customer Success
Education

Proof: In June of 2021, Talkdesk®, Inc. announced the winners of its second annual CX Innovator Awards. Out of nearly 60 entries, these companies stood out for their outstanding creativity and commitment over the past year. By leveraging Talkdesk technology, they reshaped their customers’ experience (CX), deepened their customer relationships, and drove exceptional business value. Here are their stories. “Experience. A better way.”

https://infra-cloudfront-talkdeskcom.svc.talkdeskapp.com/talkdesk_com/award-winning-customer-experiences.pdf
🟢 23
2/3/2023
6:21pm
Create a Customer Referral Program landing page with video
Referrals
Lead Gen
Advocate and Asset Count
Website
Email
1:1
Customer Marketing
Content Marketing

Enable your customers to 'share the love' with a Customer Referral Program landing page. Feature a customer compilation video of past brand champions to further inspire referrals and customer-led growth.

https://www.oysterhr.com/customer-referral
🔴 38
2/10/2023
5:44pm
"Apply to Be Featured" Button for Customers
Advocate and Asset Count
Website
Email
Customer Marketing
Product Marketing

Let your customers raise their hand to participate in a customer story or other advocacy activities by including an "Apply to be Featured" button on your Customers page. Advertise this button in your customer newsletter, and reinforce it by sharing out the customers you do feature on social, in emails, and on your site.


This works particularly well if it inherently helps your customers to get more exposure - e.g. you have a product that helps them create websites, find clients or users, or where exposure is beneficial.

https://www.memberstack.com/showcase
https://airtable.com/shrMCmGxJkKPKE4Ma
🟢 22
2/11/2023
4:24pm
Customer Proof Snippets in Outbound (+ SDR) Email Sequences
Conversion
Meetings/Demos
Email
AEs
SDR

People want to know that you have done business with people like them. Include tailored customer use cases and testimonial videos in your sales team's prospecting emails - the more relevant & personalized the better (same industry, title, etc.)


Enable your SDRs and sales reps with snappy social proof examples, even include them in your Outreach or Salesloft sequences.


Tip: We recommend linking video clips featuring "like customers" and calling out the outcome, e.g. "Here's how Acme Corp uses [insert your company name] to increase important metric by 62%."

🔴 32
9/24/2014
5:48am
Customer stories (+ videos) on your demo request pages
Conversion
Meetings/Demos
Demos Booked
Website
Landing Pages
SDR
Demand/Lead Gen

Incorporating customer stories and testimonial videos on your demo request pages is a powerful way to build credibility and trust with prospects.


By highlighting successful experiences from businesses similar to theirs, you can demonstrate the real-world benefit of your product quickly.


Tip: We recommend embedding video with "like customers" and calling out their wins, e.g. "Acme Corp used [insert your company name] to increase [important metric] by 62%."

https://www.hubilo.com/acronis-demo-request
🔴 36
2/1/2023
10:16pm
Add Customer Proof to Product Pages
Web Traffic
Conversion
Website
Content Marketing
Customer Marketing

Don't just use customer testimonials on your case study pages. Show don’t tell by weaving videos and testimonials that hits your value prop and messaging points directly into your product pages as well.

https://www.stord.com/software
🔴 35
1/27/2015
8:59pm
Punch-up Prospect Newsletter/Emails with Customer Proof
Engagement
Conversion
Email
Demand/Lead Gen
Customer Marketing
Email Marketing

As a golden rule, every communication that goes out to your database, there should be some inclusion of customer proof.


Proof: Check out these examples from Dribbble, Mutiny, and EveryoneSocial

🟢 29
12/6/2022
2:28am
Multi-Format Case Study Web Pages
Web Traffic
Conversion
Website
Content Marketing
Customer Marketing

Add Customer Story Videos to your company's website resources page or dedicated customer stories page. Expand on the story with webcopy that gives more detail into the company, persona, challenge they were experiencing, decision process, and ultimate success.


Tip: You probably record about 20-30 mins of interview content to clip down to a few 90 second videos, leverage interview transcripts to turn the full interview into webcopy.

https://www.oysterhr.com/case-studies/juno
https://www.getcensus.com/customer-stories/crossbeam
https://www.pandadoc.com/customer-stories/
🟢 29
12/7/2022
2:13pm
Turn Customer Testimonials into Blogs
Web Traffic
Conversion
Website
Content Marketing
Customer Marketing

Get even more mileage out of customer testimonial interviews by turning the transcripts into standalone evergreen blog content.


Proof: OysterHR are the masters of doing more with that they already have. From one video interview with Chili Piper they created social content, a customer story webpage, and a blog.

https://www.oysterhr.com/library/chili-piper-come-as-you-are
🟢 29
12/7/2022
2:26pm
Create a Library of Your Customer's (Public) Product Use
Web Traffic
Conversion
Website
Content Marketing
Customer Marketing
Product Marketing

For products where the output or use of your product is on public view, create an inspiration "library" on your website to showcase real life examples from customers to help them visualize how your product could fit into their process.


Proof: Check out Reprise's Customer Demo Library that features real interactive demos from customers that prospects can touch and feel or PandaDoc's Gallery of Community Templates.

https://www.reprise.com/customer-demos/
https://www.pandadoc.com/community-gallery/
🟢 28
1/3/2023
6:58pm
Go Low-Fi with Screenshots and a "Wall of Love"
Web Traffic
Conversion
Competitive/Win Rates
Awareness
Website
LinkedIn
Team/Company Meetings
Sales Decks and Materials
Content Marketing
Demand/Lead Gen
Product Marketing
Email Marketing

Customer stories don't always have to be polished. Go the low-fi route to maximize ROI. How to?


1. Grab screenshots from emails, LinkedIn, and more of your customers sharing their experience.

2. Paste or embed those on a webpage, in decks, and in emails.

https://wynter.com/solutions/reviews
🔴 38
1/18/2023
5:52pm
Put Customer Proof in Proposals & Contracts
Conversion
Competitive/Win Rates
Email
Proposals
AEs
Customer Success

Add social proof to bottom of funnel to validate a customer's buying decision and reduce time spent second-guessing.

Example: PandaDoc saw a 40+% increase on proposal engagement (view time, clicks) and a reduction in "linger time" when they added a customer testimonial video to the second page of their proposal.

https://www.linkedin.com/posts/angela-ferrante_a-few-months-ago-i-opened-up-a-proposal-activity-6837008605808476160-_l3r/
🟢 29
9/26/2014
12:32am
Scale References with Customized Landing Pages
Competitive/Win Rates
Conversion
1:1
Landing Pages
AEs

An advocate's time & equity is precious and should reserved for whales and strategic opportunities. Offset validation of a prospect's buying decision with a 1:1 reference replacement landing page filled with proof & quotes from customers like them and hitting on any objections that have come up - the more personalized the better especially (same industry, same persona/title, same pain points)

🔴 39
12/6/2022
2:07am
Add Real Customer Quotes to Competitive Landing Page
Competitive/Win Rates
Conversion
1:1
Landing Pages
AEs

Help seller compete and combat competitors in deal cycles with competitive landing pages using real quotes from existing customers who have switched from or evaluated from your competition. This shit is POWERFUL and builds FOMO, fast.


Tip: AE & CSM calls are a gold mine for competition mentions, just make sure they're tactful and always get the customer's approval if you're going to use the audio or video, and/or attribute the speaker.

🔴 44
12/6/2022
2:07am
Midsale Competitive Proof
Competitive/Win Rates
Conversion
Training/Enablement
Product Marketing
Sales Enablement

Enable your sales team with real customer quotes about their experience with your competitors. Battlecards can help with easily overcoming competitive objections in deal cycles.


Tip: Make sure customer snippets are approved if you're going to use audio or video, or attribute to the speaker and their company. Otherwise, go anonymous.

🟢 25
12/6/2022
2:07am
Enable Your Buyer Champion with a Proof Resources / Deck
Competitive/Win Rates
Conversion
1:1
Product Marketing
Customer Marketing

Chances are your main contact in a deal isn't the only one you need to convince. Sellers need to equip their champion with all the proof and information they need to sell their decision internally to leadership and finance/purchasing/procurement. Customer proof plays a huge role in validating to other stakeholders that a software provider is proven, experienced, credible, and reliable.


Tip: Create a deck that your champion can easily share that includes who you are, expected deliverables, who uses you, ROI for other customers, and commercials.

🔴 34
12/6/2022
2:28am
Create Proactive Boilerplates for Request for Proposal Responses
Competitive/Win Rates
RFPs
AEs

Create boilerplate summaries on your most successful customer stories for sales and RFP writers to use when submitting the dreaded and always quick-turn RFP responses.


Tip: incorporate into your customer story production the proactive creation of a short summary with a few bulletpoints & success stats/metrics that way you'll have it on hand for the next RFP fire-drill (iykyk).

🔴 39
12/6/2022
2:45am
Enable Sellers with Pocket Stories for Sales Conversations
Conversion
Meetings/Demos
1:1
Email
AEs
SDR

Arm your sellers with pocket stories to reference in discovery calls, demos, and pitches. Enable them with an organized repository of micro case studies to use in their sales conversations including quotes, video clips, ROI stats, and other anecdotes.

🔴 38
12/7/2022
1:30am
Create a G2 Reference Landing Page from Customer Reviews
Conversion
1:1
Email
AEs
Customer Marketing

Use G2 to create customized landing pages of your best customer review quotes. Select quotes by industry, market, persona, product, or use case for hyper personalized validation.

https://www.g2.com/products/g2-seller-solutions/references/jake-shulman-s-mid-market-reference-page
🔴 38
12/14/2022
4:16pm
Turn Customer Webinars into Sales Snippets
Conversion
Meetings/Demos
Email
AEs
SDR

Turn customer webinars into small, digestible snippets for sales teams to share with prospects and customers. Remember the repurpose formula: case study -> webinar -> sales snippets -> testimonial quotes 🔥


Proof: Check out this library Crossbeam created from just one customer webinar

https://www.youtube.com/playlist?list=PL-sEMhKs81CoLTOFXSWNJdpPy0RIow-BP
🔴 33
1/10/2023
3:13pm
Add Customer Love Video Montage to Beginning of Pitch Decks
Conversion
Sales Decks and Materials
AEs
SDR

Add social proof right at the beginning of calls with fresh prospects (or upsell opportunties) and disarm many objections proactively and set a good mood for the sales conversation.

🔴 34
2/3/2023
6:33pm
Customer "How to" Interview Series
Web Traffic
Conversion
Adoption
Website
LinkedIn
Content Marketing
Customer Marketing

Have your customers walk you through their use cases, "how I built this" style - showing what they're doing and why with your product in more detail, published in a 5-10 minute video to your website and on linkedin.


  • How we did it: We just reached out to customers with top demos that I've met before (from customer events, conferences, or just on LI). Then we complimented them on their great demo and just asked them for 15 minutes to share tips with other customers
  • KPIs: The most important KPI is activating existing customers, so we were looking at how many customers engaged with our outreach
  • Tips: Let your customer be the hero! Instead of asking about why they love the tool, we asked about how they came up with an awesome marketing strategy using our tool


https://www.navattic.com/blog/customer-interview-ryan-moline
🟢 24
4/24/2023
7:09pm
62 records

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