I was delighted to be invited to join a panel at the B2B Marketing Festival on 7 June, 2022 alongside some marketers I greatly admire. In preparation, we agreed to jot down thoughts on a couple of questions and mine are below, mostly for my own records, but equally for anyone out there.
In my roles at both WooCommerce and Names & Faces, I’ve been responsible for customer stories. The process of writing them sparks joy and they add demonstrable marketing value.
Why write customer stories?
For one, I love talking to customers: hearing and capturing their needs and concerns and relaying them back to the product and/or customer success teams.
People with skin in the game – i.e. active users of the product – will always tell you honestly about product blindspots. It’s so easy to lose touch with customers and their pain points when you don’t work within the customer success division.
Continue readingI have to admit that when a troll pipes up at WooThemes on social media, I get kind of excited. It’s not that I look forward to it – that would be insane – it’s just that each one presents such a fascinating opportunity. Trolls are my teachers. Whether harbingers of inconvenient truths or nutters picking fights over nothing, they don’t half make life, well, life-y.