Customer Marketing Pipeline

How do you build a pipeline of references? A pipeline of customer success stories?

The Challenge:

Building customer marketing in B2B is especially challenging. Long sales cycles and implementation timelines can lead to missed storytelling opportunities. 

The approach:

• Conducted an audit and stakeholder interviews with sales, product, and customer marketing of the current process from sales → go-live → customer marketing multi-media content 

• Built a content-pipeline tracker analyzing all deals that had anticipated go-lives within 18+ months

The results:

• Structured strategy for producing internal content (‘How We Won the Deal’ videos , newsletter copy, and deal briefs across regions and industries 

• 18-month forecast of potential customers to pre-vet for video content, social content, and customer potential referenceable viability by customer marketing team