How To Capture Great Data for Impactful Customer Success Stories

Posted by Scott Danish on Feb 19, 2019 1:37:31 PM

Not to brag, but we’ve helped a lot of enterprise, mid-market and SMB companies tell their B2B customer success stories. Doing so is always fun, and it helps our customers show prospects how the vendor’s solution has solved a problem that a company similar to the prospect’s company was having—and that they likely have themselves.

It’s important to show prospects that their peers are getting benefits from your solution, and to do so in their own words, because studies show that 53 percent of B2B buyers rely on peer recommendations before making any purchase decisions.

But there’s commonly one challenge we come across when building those stories: The customer has a challenge communicating the measurable performance improvements (metrics or key performance indicators [KPIs]) they’re seeing as a result of the new solution/product/service.

They may say "sales have increased", or they "definitely have better relationships with their clients and prospects", but they’re not able to give tangible data that supports those claims. Sales increases could be attributed to a number of factors, they’ll mention. Or they’re not sure how much interaction they had with clients and prospects before the implementation. 

And therein lies the problem: They don’t have enough “before” data for a great before-and-after comparison. And without strong, tangible data to support your solution’s impact, your success story will be weaker than it should.

For Convincing B2B Customer Success Stories, Start Early—Before The Implementation
But you (or we) can fix that problem easily enough. It just takes forethought.

You need to start collecting data before the implementation even begins. Early in the process have your marketing people ask the client questions like: "What are your specific goals?" and "What do you hope to accomplish with this solution?" 

Based on their responses, you’ll be able to figure out two or three areas that should improve after the implementation. Look at those areas and collect metrics associated with them. Write those metrics down for later. Then, after the implementation has been successful and the customer has (hopefully) been getting those anticipated results, go back and get those same metrics, which will now show improvements.

That will make for a persuasive before-and-after comparison. 

Other Roadblocks to Compelling Data—And How to Overcome Them
Sometimes, the lack of before numbers isn’t the problem. I have seen a variety of reasons why a customer hasn’t been able to provide solid measurable performance results: Some clients try to keep performance metrics confidential; others don’t invest in measuring performance results as well as they should; for others, the solution hasn’t been implemented long enough for good performance metrics; and, in some cases, the performance metrics aren’t that good, so they’re hesitant about divulging them.

I'd like to offer two quick tips if you’re having trouble getting great metrics from a customer:

  • Consider waiting longer; if you do, will you be able to better measure impact and KPIs?
  • If they’re concerned about revealing confidential numbers, or if the numbers aren’t really that impressive, consider using percentage improvements. An increase in sales from 50 to 60 a year might not sound too impressive, but a 20 percent increase in sales does!

BayCreative: We Get Them Talking
At BayCreative, we’re experts at drawing out the kinds of metrics that create strong B2B customer success stories. So if you’re looking to build your library, and tell some great stories, please let us know.

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Topics: b2b marketing, marketing strategies, strategic marketing, marketing agency, Content Development, customer profile, Client Relationships

Your Customers Can Say What You Can’t

Posted by Scott Danish on Jan 5, 2018 10:11:18 AM

Every interaction with a prospective customer centers around one key question. 

“How will you help me meet my business goals?”

The BEST person to answer that question is an existing customer. Happy customers are the most valuable asset for sales and marketing efforts. But are you maximizing the value of your current customers?

Prospects don’t want to be sold to all the time. They want to see how you work in the real world, how you'll help them if they become your customer. Success stories do that and more.

Through case studies, video customer profiles, and testimonials, you can help prospective customers understand the value and success they’ll experience by doing business with you. And, they provide valuable content for your website, email, and social media channels.

Showcasing your customer success can be as simple as:

  • Tell a compelling, powerful story your target audience can relate to (similar business pains)
  • Bring a new level of credibility to your marketing with quantifiable results
  • Find the right person to tell the story (ideally a similar persona as your target audience)
  • Let customer quotes lead the story (it’s not about you!)
  • Keep it short, but be as specific as possible
  • Use every opportunity to cross-promote your customer success stories

Over the years, the BayCreative team has produced hundreds of success stories in a variety of formats. Click below for some examples.

See for yourself, and keep us in mind when you need to tell your customers' stories.

All the best!
- Team BayCreative - 


    

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Topics: digital marketing, Brand Development, creative marketing, Content Development, b2b marketing, strategic marketing, Presentation, customer profile, customer experience, Client Relationships

What’s So Special About B2B Marketing?

Posted by Scott Danish on Jun 2, 2015 3:19:34 PM

You’ve probably heard the saying, “No one ever got fired for buying IBM.” 

IBM didn’t get its sterling reputation overnight. It achieved it by creating a superior product, being a leader in innovation, and building trust with its clients to ensure they would return.

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Topics: Client Relationships, full service marketing, marketing strategies, b2b marketing

Outsourced Marketing Continued

Posted by Gabriella Sannino on Jul 24, 2012 11:40:00 AM

Not all things should be outsourced, but there are times when outsourcing your marketing makes more sense than struggling to see some return on your efforts. However, there are ways to make outsource marketing more successful, such as regular communication, accessibility to company information and team integration.

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Topics: Collaboration, Client Relationships, Outsource Marketing, marketing agency

Do You Know Outsource Marketing?

Posted by Gabriella Sannino on Jul 11, 2012 10:36:00 AM

It's not every day you can find a full-service marketing agency. To tell you the truth, we're proud of the wide range of branding, creative and marketing services we offer. Along with our clients, we walk through a four-step process of planning, development, execution and measurement to give them their desired outcome.

Outsourcing in a box
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Topics: Client Relationships, Brand Development, Social, Outsource Marketing

The Benefits of Collaborative PowerPoint Design

Posted by Arne Hurty on Apr 20, 2012 6:26:00 PM

collaborating with powerpoint

Anyone who works in a creative field has had, at one time or another, the same nightmare. In it you've just completed a masterpiece, the product of endless hours of work, and the time has come to present to your client. You make your pitch and they pause and say, "what if we made all the text bright green?"

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Topics: Collaboration, Power Point, Client Relationships, Development

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