Using customer references throughout the buyer's journey

Prepared by HN Marketing

The role of advocacy

Loosening the status

quo

Committing to change

Exploring possible solutions

Committing to a

solution

Justifying the decision

Making the selection

Living with the

selection

Sirius Decisions

Discovery Consideration Decision

Our sales goal:

Prioritise the problem >> Consider us >> Choose us >> Recommend us >>

The case study as click bait

Visual formats work well for conversion in social media, especially those you can atomise to act as teasers for the more substantial asset.

Postcards to tip the decision

Testimonials and voxpop-style trailers convince the visitor to fill out the form and engage with the content.

“The Infinity offering allows for the flexibility that companies need.”

Nicola Hayes, Managing Director, DCD Intelligence

Engagement

Customers stories are great to offer through a regular communication that nurtures your relationship with your audience. This could be a newsletter-style communication or BusinessTV.

Storify

Increasingly, your audience expects to be entertained. Storytelling is a great way to achieve this goal, whether text based or using the power of video.

Sales enablement

It’s not just customers and prospects who benefit from the insight within your success stories. Your sales teams can learn more about best-practice strategies that will help you grow your top line.