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
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
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 the noise
- Understand the value of building strong customer relationships to power insights & develop advocates
- Visualize how customers will tell your story
2 Becoming Customer Obsessed
Develop rituals that tune you into what matters most to your customers
Topics covered:
- Learn why a consistent set of “customer obsession” rituals will transform you into a world-class marketer
- How to regularly “interview” customers & leverage call listening tools to scale customer insights
- Develop a basic system to distil & share customer insights
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 1
- Understand the basic principles of advocates and how to avoid easy traps
- Review techniques to facilitate & develop early advocates
4 Customer Storytelling Uses
An introduction to the ways product marketer's can leverage customers
Topics covered:
- Learn most compelling ways to leverage customers
- Apply customer stories to specific marketing assets
- Review examples of compelling customer storytelling
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 marketing
- Learn how to make the customer the hero of your storytelling, not your product
- Apply concepts from the hero’s journey to marketing storytelling
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 buyers
- How to develop your own playbook to maintain a strong presence on the most important review sites
- Understand effective techniques to ask for positive reviews and how to handle negative reviews
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 constructing a case study
- Review examples of effective case studies
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 worth formalizing a program
- Learn the basic principles of getting a program going and ensuring it’s scalable
- Review best practices to ensure success
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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, 4 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.