It is an important question. When we use the words of our customers to find out which problems we solve and why they chose our solution, we create a framework that attracts the right audience. It is good practice. It is authentic.
And it delivers real results: According to an online survey by Forrester’s B2B marketing panel in the second quarter of 2019, 63% of marketers achieved or exceeded their goals when their website included customers and case studies with evidence of business results.
If this statistic surprises you, it shouldn’t. Take a moment to think about the way she interact with B2B websites. I myself am a consumer and will only take a closer look at a company’s website if it provides me with photos and quotes from real customers. Boring photography and buzz words really put me off. You could say that buzzwords kill my buzz.
But how companies represent this customer voice is important.
Customer content does not exist in a vacuum
But however painful it may be, you are unlikely to do many web visits to your case study area on your website. (Unfortunately, it’s one of the least clicked pages on our site.) Let us learn from this fact instead of ignoring it. What does it tell us It tells us that writing another customer story won’t get us anywhere in the near future. This is because most of the customer recruiting content is honest and fairly predictable. So think about it: Should customer content be stored in a single area of your website? I do not believe that.
Instead, I agree that we all play this game of capturing customer voices to create key messages.
As your marketing team grows and more and more people contribute to the creation of content, it becomes increasingly difficult to align messages with general topics. Multiply this by the challenges of working with large corporate customers, and you’ll need to do multiple rounds of editing and approval to publish just one article. There’s really no easy solution here, except a friendly reminder that your customer marketing team needs to work with your content editors to collaborate to share insights.
What insights do you ask?
Let’s talk about technology
Read on if you’re curious about how Upland technology comes into play. I admit it’s a bit of bad luck, but I really believe in it. Otherwise I wouldn’t be here to tell you about our secret sauce.
Suppose you are one RO innovation Customer. You now know that RO has made your life a lot easier by organizing all your references and activating the voice of your customers. You have prepared your sales team to use RO to find new references. What’s even better is that they actually use the platform to find out more than just who can talk to a potential customer. They share case studies and testimonials, and they create spotlights with all the juicy content that you’ve worked so hard to get published.
If you’re not an RO customer, don’t be afraid. Here is a brief picture of what I’m talking about:
However, we all know that content has not magically created itself. So where did the rubber hit the street?
I suspect it probably took a lot of time and effort (and literally teams of people) to put together customer voice content, be it a quote, a blog, a case study, or a video testimonial. Each individual asset took time from creating the headline to writing the first draft and checking off the permits before it was finally published. And even then the work was not done! Sales had to be enabled to use the damn thing, and demand or campaign specialists had to be looped in to unfold their magic and boost promotions.
All this orchestration is a process. A step-by-step workflow. And now, to be honest, I can do something in my sleep.
And here I bring you captain. Kapost specializes in B2B content operations on a large scale. With just a few clicks, you can design the entire workflow, set the logic for who owns what, and integrate it into your website / CRM to start publishing and sharing. Kapost is highly customizable, so I can only say how we use it on our site, but I can tell you that it has changed the game in how I create customer stories. I can finally see which stories are in which phases, which bottlenecks exist and which ones can be published. It keeps my team on track and leads us to produce even more customer content on a large scale.
And we are able to align our customer content with our general company news both more valuable than ever.
Wants to see more? Request a demo from Kapost or RO innovationand be sure to ask how they work together.
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