How I Activated the Voice of the Customer for Perry Weather
See how I helped this B2B SaaS company bring their customer testimonials to life and build trust among niche audiences.
Situation
B2B SaaS company Perry Weather is a newer, smaller company in the weather safety and monitoring space, and lacked brand awareness. They wanted to expand their credibility and social proof among their target audiences (public school athletic trainers) and expand into new industries.
They have a great product-market fit – and their customers LOVE them. We knew they had an opportunity to amplify their customers’ voices and capture testimonials.
Solution
I worked with Perry Weather to evaluate their content marketing strategy and make recommendations for boosting social proof by amplifying their customer voices.
We developed a strategy to film a selection of their best customers. I partnered with their Customer Support team to identify customers who:
- – Were in our target industries
- – Had a positive relationship with our support team and regularly gave positive product feedback
- – Had been working with the company for several years, or recently renewed their contract
- – Were quick adopters of new features or regularly made new feature requests
We needed to make sure the customers were good speakers, had a compelling story to tell, and felt comfortable on camera.
I started by contacting the customers for a 15-min customer insights phone call: Would you mind sharing a little bit about your experience as a customer? What features are most beneficial to you? How has Perry Weather helped you?
We looked for a variety of responses that demonstrated Perry Weather’s unique positioning and competitive differentiation. Once we felt like we had a good fit, we asked if they’d be willing to participate in filmed testimonials, and planned a filming session.
Results
Customers were overwhelmingly willing to participate! Within 3 weeks, we booked 6 customers in our new target industries for a video testimonial.
But we couldn’t stop there – we needed to effectively distribute the content to make the most of our efforts. We promoted the videos in a “Customer Stories” section of the website, and as short snippets (using the Riverside.fm video recording and editing tool) on their brand social media pages. Each video was accompanied by a write-up with quotes from the customer.
The Sales team consistently gave positive feedback about how the customer story videos provided social proof for their prospects and helped them score demo calls.
See more work samples
Let’s work together on your next campaign
Send me your project details and requirements to receive a custom quote.