Welcome!

Blog Feed Post

7 Companies Boldly Leading with Customer Stories

I’m sorry to tell you this, but your marketing has a credibility problem.

You’re not the only business facing this challenge. Potential customers distrust nearly all marketing. Why? When promoting ourselves, we usually make a lot of promises, and prospects don’t know whether we’re living up to those promises. For that, they need objective, outside opinions.

Think about it this way: when you’re planning a special-occasion meal out, do you trust the restaurant’s claim that they serve the best steak in town? Or do you ask around among your family and friends, and do your homework on Yelp to learn about the experiences others have had at the restaurant? The more expensive the meal (and the more important the occasion) the more likely you are to dig for objective viewpoints.

That’s why prospects considering your products and services need to hear the stories of your happiest customers. And I’m suggesting that you shouldn’t just use customer case studies, you should lead with those customer stories. A few organizations do just that.

Here are several companies dedicating the most valuable space on their websites – the home page – to showcasing customer stories.

Microsoft

It doesn’t get better than this. Microsoft featured two bug scientists on Microsoft.com: “Kristie and Jessica of The Bug Chicks - two entomologists dedicated to teaching kids all about insects, spiders, and other arthropods.”

microsoft customer stories

Microsoft is continuously changing its home page content, so this story - which ran a few days ago - has been replaced by others.


Avaya

This billion-dollar, global communications company last week featured a series of healthcare customer stories as the marquee content right on the home page.

Avaya customer story
Three customer case studies rotated “above the fold,” an old-time expression for what you see on the front when a newspaper is folded. Site visitors could click to read more.

 

Adobe

Adobe customer stories

Dramatic image, no? And way more engaging than some boilerplate product description. This is not an interior page on Adobe’s site; this is what you see when you go right to Adobe.com (as of go-live with this post). Here we see Deadpool from a new Marvel Comics feature film, cut using Adobe Creative Cloud.

Honorable Mention – Stories below the Fold

While very few sites run a customer story as the top feature, a number of companies still include customers on the home page. The following are admirable examples of showcasing customers “below the fold” but still on valuable first-page real estate.

Atlassian
American Writers & Artists Inc.
Zuora
Oracle

What’s the Payoff?

It’s no small decision choosing what to run on the company’s home page, with many types of messages and content vying for that spot. I have heard from at least one organization that making case studies more visible does increase traffic to case studies, naturally. But does it increase leads and sales? Only these organizations know their backend stats. If these bottom-line focused companies continue this practice, then it’s likely beneficial for them.

Feature a Range of Customers

How do you feature customer stories on the home page? Today’s websites run screenwide lead images, and many organizations struggle with how to fill that space. Instead of a stock image, choose an image from your customer’s actual environment.

Be sure to showcase diverse customers; rotate stories across vertical industries, geographies, solutions featured and sizes of customers.

Your Customer’s Story = Your Story

As I rummaged around online for examples such as these (and had fun doing it), I found that nearly every site kicks off with marketing language and information about its products or vision. Many start with Our Story, which usually recounts the history and mission.

Customers are your stars, your heroes on the ground. Why not lead with your customer ambassadors? They are what prospects believe most.

The post 7 Companies Boldly Leading with Customer Stories appeared first on Stories That Sell.

Read the original blog entry...

More Stories By Casey Hibbard

Casey Hibbard is the founder and president of Compelling Cases, Inc. and author of "Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset." She has helped dozens of companies create and manage nearly 500 customer case studies and success stories over the past decade. Casey is featured in numerous books, articles, and teleclasses. She consults with organizations one-on-one and conducts online customer-story classes.

Latest Stories
DXWorldEXPO | CloudEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.
Digital transformation has increased the pace of business creating a productivity divide between the technology haves and have nots. Managing financial information on spreadsheets and piecing together insight from numerous disconnected systems is no longer an option. Rapid market changes and aggressive competition are motivating business leaders to reevaluate legacy technology investments in search of modern technologies to achieve greater agility, reduced costs and organizational efficiencies. ...
Disruption, Innovation, Artificial Intelligence and Machine Learning, Leadership and Management hear these words all day every day... lofty goals but how do we make it real? Add to that, that simply put, people don't like change. But what if we could implement and utilize these enterprise tools in a fast and "Non-Disruptive" way, enabling us to glean insights about our business, identify and reduce exposure, risk and liability, and secure business continuity?
DXWorldEXPO LLC announced today that Telecom Reseller has been named "Media Sponsor" of CloudEXPO | DXWorldEXPO 2018 New York, which will take place on November 11-13, 2018 in New York City, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
Enterprises are striving to become digital businesses for differentiated innovation and customer-centricity. Traditionally, they focused on digitizing processes and paper workflow. To be a disruptor and compete against new players, they need to gain insight into business data and innovate at scale. Cloud and cognitive technologies can help them leverage hidden data in SAP/ERP systems to fuel their businesses to accelerate digital transformation success.
The deluge of IoT sensor data collected from connected devices and the powerful AI required to make that data actionable are giving rise to a hybrid ecosystem in which cloud, on-prem and edge processes become interweaved. Attendees will learn how emerging composable infrastructure solutions deliver the adaptive architecture needed to manage this new data reality. Machine learning algorithms can better anticipate data storms and automate resources to support surges, including fully scalable GPU-c...
Consumer-driven contracts are an essential part of a mature microservice testing portfolio enabling independent service deployments. In this presentation we'll provide an overview of the tools, patterns and pain points we've seen when implementing contract testing in large development organizations.
"Calligo is a cloud service provider with data privacy at the heart of what we do. We are a typical Infrastructure as a Service cloud provider but it's been designed around data privacy," explained Julian Box, CEO and co-founder of Calligo, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Transformation Abstract Encryption and privacy in the cloud is a daunting yet essential task for both security practitioners and application developers, especially as applications continue moving to the cloud at an exponential rate. What are some best practices and processes for enterprises to follow that balance both security and ease of use requirements? What technologies are available to empower enterprises with code, data and key protection from cloud providers, system administrators, inside...
Digital Transformation: Preparing Cloud & IoT Security for the Age of Artificial Intelligence. As automation and artificial intelligence (AI) power solution development and delivery, many businesses need to build backend cloud capabilities. Well-poised organizations, marketing smart devices with AI and BlockChain capabilities prepare to refine compliance and regulatory capabilities in 2018. Volumes of health, financial, technical and privacy data, along with tightening compliance requirements by...
@DevOpsSummit at Cloud Expo, taking place November 12-13 in New York City, NY, is co-located with 22nd international CloudEXPO | first international DXWorldEXPO and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time t...
DXWorldEXPO LLC announced today that "IoT Now" was named media sponsor of CloudEXPO | DXWorldEXPO 2018 New York, which will take place on November 11-13, 2018 in New York City, NY. IoT Now explores the evolving opportunities and challenges facing CSPs, and it passes on some lessons learned from those who have taken the first steps in next-gen IoT services.
Containers and Kubernetes allow for code portability across on-premise VMs, bare metal, or multiple cloud provider environments. Yet, despite this portability promise, developers may include configuration and application definitions that constrain or even eliminate application portability. In this session we'll describe best practices for "configuration as code" in a Kubernetes environment. We will demonstrate how a properly constructed containerized app can be deployed to both Amazon and Azure ...
SYS-CON Events announced today that Silicon India has been named “Media Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Published in Silicon Valley, Silicon India magazine is the premiere platform for CIOs to discuss their innovative enterprise solutions and allows IT vendors to learn about new solutions that can help grow their business.
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5–7, 2018, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buye...