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Unlock exclusive learning opportunities with the Customer Storytelling and Proof – ConversionXL, Jordan Greene course at esys[GB]. Explore expert insights, advanced techniques, and practical applications from world-renowned instructors in your chosen field. Empower your growth and career with our curated collection of over 70,000 courses from top authors such as John Overdurf, Conor Harris, Tony Robbins, Dr. Joe Dispenza, and more.

Customer Storytelling and Proof – ConversionXL, Jordan Greene.

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

Your course curriculum

CUSTOMER STORYTELLING AND PROOF

1The 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

2Becoming 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

3How 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

4Customer 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

5The 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

6Managing 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

7Case 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

8Reference 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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Customer Storytelling and Proof – ConversionXL, Jordan Greene

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