Customer Stories
Scaling Customer Evidence Across the Business
Designing and executing storytelling programs that align to industry priorities, product strategy, and go-to-market execution.
Impact
A snapshot of how structured customer storytelling translates into measurable impact and engagement.
Actual 2025 results in most recent customer marketing role.
Approach
1
Source
Identify high-value story candidates through customer success and sales teams, industry leads, and product usage insights tied to priority features and key verticals.
2
Build
Lead customer interviews and develop stories using structured frameworks, editorial standards, and GenAI-assisted drafting to scale production.
3
Align
Partner with account teams, industry SMEs, and Product Marketing to ensure stories reflect real-world use cases, align to messaging, and support strategic priorities.
4
Activate
Publish stories across web, sales enablement platforms, campaigns, and marketing assets while extending storytelling into customer speaking engagements.
Outputs
Accessibility
Centralized access with powerful filtering for fast story discovery
Featured Story
Campbell University Case Study and Video
An example of how I develop and activate customer evidence.
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Sourced and developed the story with a long-time customer champion
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Directed on-site filming and interviews
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Developed written case study and video
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Amplified customer success through recognition and shared visibility
