How To Report

Aligning Case Studies And Other Customer Stories To The Buyer’s Journey

January 1st, 2018
Amy Bills, VP, Principal Analyst
Amy Bills VP, Principal Analyst
Lisa Gately, Principal Analyst
Lisa Gately Principal Analyst
With contributor:
Lisa Nakano

Summary

New approaches to delivering customer stories help buyers understand customers’ buying decisions and build the credibility of the vendor. Customer stories that address specific buyer knowledge requirements must be delivered across multiple content assets throughout the buying cycle. Best practices in customer stories require ongoing reinforcement throughout the customer lifecycle. In this report, we describe how portfolio marketers can dig deeper into customer stories to generate case studies and similar assets that meet the knowledge requirements of buyers during each phase of their decisionmaking process.

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