Building Good Customer Content Requires Proactive Outreach, Curation, And Storytelling

Customer stories — commonly delivered as case studies, videos, and peer reviews — are among the most powerful assets at the disposal of B2B marketers. From recognizable company logos to in-depth success stories, customer validation provides crucial evidence that B2B companies do what they say and deliver on their brand promises. Prospective buyers rank peer content among the most important sources of information during their purchase journey. Customers themselves would rather share their knowledge, experience, and advice than deliver some promotional testimonial.

Despite this obvious and overwhelming value, most B2B organizations struggle to produce customer-contributed content with the substance, quality, and transparency that audiences require. In this webinar, Principal Analyst Lisa Gately and Vice President and Principal Analyst Laura Ramos present some of the key findings from Forrester’s evaluation of 50 company websites and each company’s presence on three peer-to-peer review sites (Capterra, G2, and TrustRadius).  We explain how the more successful examples show B2B marketers better ways to make customer content more effective. We also take a closer look at the five practices B2B firms can adopt to turn customer details and challenges into meaningful stories that buyers find valuable.

Key takeaways:

• Understand the factors that cause buyers to want and trust customer-contributed content.
• Explore key findings from our assessment and see how top B2B marketers use customer stories more effectively.
• Learn how to use the findings to benchmark and prioritize changes to your content strategy and calendar.
• Delve into the five best practices B2B marketers should adopt to increase the relevance of customer-contributed content with buyers.

Target audience level: beginner and intermediate