Awhile back I came up with this idea to short circuit the whole customer reference process. We all know how powerful testimonials can be (a TechValidate study found that 94% of B2B marketing and sales professionals rated content from real customers as “very effective” or “extremely effective”) but they’re also some of the hardest content to… Read more »
How would you go about changing customer perceptions while celebrating an anniversary AND driving sales? That was the challenge IBM approached Centerline with prior to the 50th Anniversary of the mainframe. The 50th anniversary was an opportunity to shift C-level executives’ perception of the mainframe from the idea that it’s outdated to the fact that the… Read more »
At Centerline, musical authenticity is a key component of quality content. For the IBM Customer Reference with Siam Commercial Bank, we wanted to incorporate a style of traditional Thai music that would be symbolic of the region while staying true to the IBM brand.Read More »
A Customer Story Platform is a more comprehensive approach to developing and activating customer references and address emerging challenges in how to make them most effective.Read More »
During a recent exploration to place ALL details surrounding the phases of producing a video customer reference into one document (still not done)—creating the guide to the perfect customer reference—it occurred to me how many I’ve been involved in. Now I can’t count them and give the exact number, as they span several project management systems (physical binders full of paper, excel spreadsheets, and more recently a browser based project management tool), but I can conservatively assume over 250.