Become great at customer storytelling & proof

Practical techniques for product marketers to understand and leverage customers to fuel better storytelling.

By Jordan Greene,

Senior Director of Product Marketing @ Outreach

Course length: 3h 58min

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English subtitles Certificate included

Some of the companies that train their teams at CXL:

The secret to world-class product marketing is simple: customers. We all know that to be true, but it’s so tempting to get distracted by how amazing our own product is. We often fall short and forget to make the customer the hero of our story – not our company.

This course will help you break through the barrier and build systems to maintain your customer obsession and develop raving fans to power your storytelling!

After taking this course you’ll…

  • Understand how to gather up-to-date information Understand why strong customer storytelling helps you win more deals
  • Gather customer insights 1:1 with customers and at scale leveraging call analytics tools to distill the insights to effectively market your product
  • Build programs that develop customer advocates
  • Leverage customers to tell your story on your behalf
  • Evaluate & manage 3rd party review sites to build public social proof that compels buyers to choose you over the competition

This course is essential for you if…

  • You work in marketing at a B2B organization
  • You’re a product marketer who wants to accelerate your career
  • You’re a product marketer who wants to develop programs that drive extraordinary outcomes

This course is NOT for you if…

  • You’re an experienced or successful customer marketer
  • You don’t believe customers are the key to product marketing success
  • You’re looking for a quick method to build a case study

Skills you will master

Brand storyCustomer storytellingCustomer-centricityCustomer proof

Jordan Greene

Senior Director of Product Marketing @ Outreach

Jordan was the first marketing director at Outreach and leads the go-to-market product marketing team. He’s helped grow Outreach from an early-stage startup to a $4.4B sales software company, including building a community of raving customer advocates of over 100k.

He has 10+ years of experience in B2B tech product marketing in growth companies.

Your course curriculum

Customer storytelling and proof

1 The Power of Customer Storytelling

Understand why strong customer storytelling helps you win more deals and the key ways to leverage customer advocates Topics covered: Learn what’s wrong with taking a product-first lens and why focusing on customers will help your product break through …

2 Becoming Customer Obsessed

Develop rituals that tune you into what matters most to your customers.

3 How to Build an Army of Advocates

Build programs that develop customer advocates Topics covered: Learn why it’s critical to “build an army of advocates” on day 1Understand the basic principles of advocates and how to avoid easy trapsReview techniques to facilitate & develop early a …

4 Customer Storytelling Uses

An introduction to the ways product marketer’s can leverage customers Topics covered: Learn most compelling ways to leverage customersApply customer stories to specific marketing assetsReview examples of compelling customer storytelling Resources Lesso …

5 The Hero’s Journey

Why Joseph Campbell’s The Hero with a Thousand Faces is on every great marketer’s bookshelf Topics covered: Understand the hero’s journey and why it’s an effective storytelling model for marketingLearn how to make the customer the hero of your storytel …

6 Managing 3rd Party Review Sites

Review sites can make or break your company – learn the basic playbook to maintain a strong presence that compels buyers to choose you. Topics covered: Learn why reviews sites are a critical asset for buyersHow to develop your own playbook to maintain …

7 Case Study Basics

Case studies are the bread & butter of strong social proof. Learn the basics of how to construct an effective case study. Topics covered: Learn why case studies are a necessary and effective tool for sales Understand the do’s & don’ts when cons …

8 Reference Programs

The ultimate social proof happens with buyers connect with customers. Building a reference program for your sales team equips them with the ultimate tool to convince concerned buyers. Topics covered: Understand the power of references and why it’s wort …

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Learn Customer Storytelling: FAQ

Who is this course for?

This course is essential for you if…

  • You work in marketing at a B2B organization
  • You’re a product marketer who wants to accelerate your career
  • You’re a product marketer who wants to develop programs that drive extraordinary outcomes

Some careers that will especially benefit from this course are content marketer, product marketer, brand marketer, SEO specialist, and growth marketer.

What will you learn?

After taking this course, you will:

  • Understand why strong customer storytelling helps you win more deals
  • Gather customer insights 1:1 with customers and at scale leveraging call analytics tools to distill the insights to effectively market your product
  • Build programs that develop customer advocates
  • Leverage customers to tell your story on your behalf
  • Evaluate & manage 3rd party review sites to build public social proof that compels buyers to choose you over the competition

What does the course include?

Our Customer Storytelling training includes 9 lessons, 2 downloadable resources, 3h 58min of video material, several assignments, and a final exam.

Are subtitles available for the lessons?

Lessons have English subtitles and transcriptions available.

Will I receive a certificate of completion?

After taking this course, you will receive the Customer Storytelling Certification from CXL, with credentials that you can add to your LinkedIn profile.

What is the refund policy?

All plans come with a 7-day refund period .

How long will it take for me to finish it?

This is entirely up to you – it’s how many study hours per week you can put in. This course is 3h 58min long.