|By Ian Khan||
|August 27, 2014 09:52 AM EDT||
Content Marketing and Storytelling are the defining factors when it comes to gaining traction with all or any of your marketing initiatives. To create explosive brand building and solidify your overall organizational value you should capitalize your existing customer base to the maximum extent. This is key in helping new customers and prospects understand the true value in your solutions and why your organization is worth doing business with. Sometimes on a competitive level when nothing works, amazing customer stories are what can set you apart from everytone else. The value in capturing these success stories is so high that it should be on the top of every CMO's list.
Here are three key steps that must be taken to create compelling customer success stories.
1. Know the Customer
Be sure to find ouy everything you can about how the customer does business, what their business challenges are, and what are the obstacles they faced while conducting their business. This will tie into knowing more about their processes, results, programd and speaking to key people in the organization about their challenges and results and so on at every level. This is a very important step and should not be rushed. More knowledge is never dangerous.
2. How the Solution Helped
The second step. This is again focused on the customer, more than your company. Talk about the results the customer achieved, whether this is in tangible financial numbers, increased sales, saved costs, better working conditions or anything else. You should be able to quanitify and summarise the overall effect and benefit of the solution you offfered.
3. How Your Organization Excels in Solving Problems
Focus on yourself and talk about how your organization focuses on solving the problems in the industry you server. Speaking about yourself creates a sense of promise and confidence that has already been validated by the Top 2 sections. You can use examples to speak about your overall successes, your core solution strategy and how it deliveres value to customers. You can speak about anything you would like prospects to know. This is your chance to shine !
With these three starting key points, you now have a framework to create customer stories that will not only prove to be of ultimate value to your sales and marketing teams, but also to your overall brand and organizational success.
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