📋 Description of the project

One of my objectives as marketing manager was to build lasting relationships with our customers. Customer success stories were in high demand from our potential clients so I began this project to help the sales team close deals. A second goal for this project was lead generation. This content and these stories were used in campaigns to find companies of similar size who had similar offerings.  

HIGH LEVEL PROJECT SUMMARY:

Problems:

• Talentoday had no clear process of understanding their value to existing customers.

• The customer success team had great relationships with our customers and the team wanted to use this as an asset.

• Customers were requesting success stories from our current customers.

• There was no customer information on our website.

Proposed solution:

• Leverage the strong relationships both sales and CSM has with our customers to build stories.

• Ensure we had a success story for each different target market.

Implementation:

• Define a list of questions to ask each customer ambassador.

• Create a list of customers from each business unit.

• Create a slide deck that would tell these stories that could be easily edited and shared with customers. Work directly with Joy Han (Graphic Designer)

Expected results:

• Equip sales team with customer success materials to convert leads into sales.

• Show case this content on the business website.

🤝 Team

• Me - Content Marketing Manager & Project Manager. I was in charge of mapping the project out, setting deadlines, creating the list of customers, and managing all people involved in the project.

• Joy - Graphic Designer. Joy made each success story come to life and ensured all presentations were on brand and easily editable by the sales team.

• Jocelyne - Customer Success Manager. Jocelyne leveraged her strong relationships to obtain the customer information we needed for each story. She worked closely with me on all content.

🚧 Project strategy

• Use collaboration tools (Invision & Workplace) to ensure communication is seamless.

• Focus on key existing customers that are within our highest impact business units.

• Ensure the customer story is accurately depicted.

• Focus on KPIs for each business unit and ensure that customer interviews are directed to obtain all the needed information.

• Ensure all countries customers are considered and that a global customer presence is achieved.

💎 Outcome

Below is an example of 4 of the stories I captured with this project. These slides are used by are sales team and are also showcased on our website.