Customer Storytelling and Proof – ConversionXL, Jordan Greene

Understand why strong customer storytelling helps you win more deals and the key ways to leverage customer advocates

Topics covered:

• Learn what’s wrong with taking a product-first lens and why focusing on customers will help your product break through the noise
• Understand the value of building strong customer relationships to power insights & develop advocates
• Visualize how customers will tell your story

Develop rituals that tune you into what matters most to your customers

Topics covered:

• Learn why a consistent set of “customer obsession” rituals will transform you into a world-class marketer
• How to regularly “interview” customers & leverage call listening tools to scale customer insights
• Develop a basic system to distil & share customer insights

Build programs that develop customer advocates

Topics covered:

• Learn why it’s critical to “build an army of advocates” on day 1
• Understand the basic principles of advocates and how to avoid easy traps
• Review techniques to facilitate & develop early advocates

An introduction to the ways product marketer’s can leverage customers

Topics covered:

• Learn most compelling ways to leverage customers
• Apply customer stories to specific marketing assets
• Review examples of compelling customer storytelling

Why Joseph Campbell’s The Hero with a Thousand Faces is on every great marketer’s bookshelf

Topics covered:

• Understand the hero’s journey and why it’s an effective storytelling model for marketing
• Learn how to make the customer the hero of your storytelling, not your product
• Apply concepts from the hero’s journey to marketing storytelling

Review sites can make or break your company – learn the basic playbook to maintain a strong presence that compels buyers to choose you.

Topics covered:

• Learn why reviews sites are a critical asset for buyers
• How to develop your own playbook to maintain a strong presence on the most important review sites
• Understand effective techniques to ask for positive reviews and how to handle negative reviews

Case studies are the bread & butter of strong social proof. Learn the basics of how to construct an effective case study.

Topics covered:

• Learn why case studies are a necessary and effective tool for sales
• Understand the do’s & don’ts when constructing a case study
• Review examples of effective case studies

The ultimate social proof happens with buyers connect with customers. Building a reference program for your sales team equips them with the ultimate tool to convince concerned buyers.

Topics covered:

• Understand the power of references and why it’s worth formalizing a program
• Learn the basic principles of getting a program going and ensuring it’s scalable
• Review best practices to ensure success