Much like their impact on prospect conversations, referenceable customers greatly increase the
efficacy of B2B SaaS PR programs. With 75% of B2B buyers spending more time researching
purchases each year and 73% relying on more sources to do so, leveraging a customer story can help
move prospects down the funnel.
Customer stories are essential in communicating success and helping to establish a brand in the
marketplace. Translated in various ways from written case studies to verbal interviews, these stories
help illustrate to prospective customers the varied ways a company's products and services can add
value. Used in sales, client success and marketing efforts, customer stories are one of the most
impactful and diverse assets to leverage across the business.
When it comes to press, customer stories and use cases are well-received, as an editor uses them to
demonstrate everyday applications and real-life examples to readers. Different than a news
announcement, a use case allows your customers to be the star, with your brand as the supporting
actor.