Customer centricity is a common goal in the B2B marketplace, and many businesses are spotlighting their customers in their content and messaging to showcase their success and provide actionable use cases on how to use their products or services.
For example, Sigstr, the email signature marketing company, won our first-ever B2B Choice Award at this year’s B2B Marketing Exchange thanks to their campaign that took a unique take on a fashion-styled E-book and put their customers front and center. I recently chatted with Sigstr’s Brad Beutler and Justin Keller about how this content has been invaluable to their team and has produced longer and better engagement with prospective customers on the buying journey.
During the conversation, we discussed:
- What it took to produce the content and campaign;
- Why customer-centric content is excelling for them in their go-to-market initiatives;
- How to leverage this type of content throughout the customer lifecycle; and
- The common challenges with customer-fueled content strategies.
Check out the video below and be sure to sign up for event updates for our next show coming in February 2020!
