How To Report

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

January 1st, 2018
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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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.