๐Ÿ”ฅ Steal these tactics! A live collection of my favorite examples of how to leverage your happy customers in content across sales and marketing. - Angela, Founder & CEO at Laudable.

Prospecting emails

Customize your sales team's prospecting emails with customer videos.

We recommend linking video clips featuring "like customers" and calling out the outcome, for example:

"Here's how Acme Corp uses [insert your company name] to increase important metric by 62%."

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๐Ÿ”ฅ Tip: Drop your Laudable videos into your sales enablement tool (Seismic, Highspot, Guru...) and tag each with the persona and use case(s) it covers.

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Examples ๐Ÿ‘‰

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Example: Rev

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Example: Vanta

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Account Sign-up Page

Try A/B testing your current account sign-up page with a social proof'ed version.

To do this, pull a quote and a screenshot from a customer from one of your videos, and put it on one side of the sign up screen to validate someone's decision to sign up.

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Examples ๐Ÿ‘‰

Example: Leadpages

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Example: Dooly

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LinkedIn Posts

In addition to posting the videos, we suggest you get on the micro case study train!

What's a micro case study?

It's like the Cliff Notes version of a traditional case study - short, sweet, and to the point. Add a comment with a link to the full story webpage, if you have one.

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Examples ๐Ÿ‘‰

We love Gong's approach.

They posted a micro case study narrative. Then their customer contact, a senior manager at HubSpot, even re-shared the post in her own words:

Gong on LinkedIn: REVENUE INTELLIGENCE CHAMPION When asked: "How are things going with

Gongโ€™s micro case study post:

Kathleen Teichmeier (Moss) on LinkedIn: Measure the Immeasurable: Remove the Hypothetical and Increase Transparency

(And their customer posted it too!)

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ZoomInfo shares a micro case study with a quantitative ROI metric in the headline, a customer quote, and the customer logo and picture. ๐Ÿ”ฅ

Henry Schuck on LinkedIn: Come see it for yourself, or if you already are a ZoomInfo customer | 15 comments

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๐Ÿ’ก Tip: Follow ZoomInfoโ€™s playbook to drive engagement by having your sales team share this micro case study post.
See reverse image search showing all the employees who posted this micro case study ๐Ÿ‘‰

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Formstack on LinkedIn: Kevin Eliminates Paper from His University's Workflows

Formstack posts a micro case study featuring their customer on video

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HeadsUp on LinkedIn: #startupgrowth #productledgrowth #datadriven

HeadsUp created a short story in their Linkedin post, and linked to the case study with "Read all about it here" as a CTA. Several executives and employees share out their own versions of it.

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LinkedIn Promoted Posts

You can share the video itself, an audiogram, or a social graphic with a customer quote.

We recommend the format "[Customer name] uses [your Company name] to achieve [impressive quantitative result]."

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Examples ๐Ÿ‘‰

Vitally.io on LinkedIn: Customer.io sees "massive ROI" with Vitally

Video: Promote the customer video clip itself (Customer.io) by Vitally.io

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Instagram โ€œSponsored Storyโ€ Ads

Examples ๐Ÿ‘‰

UserGems

UserGems retargets website visitors on Instagram with a customer testimonial quote from David at Gem. โ€˜

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Webflow

Webflow posts a case study link as a sponsored story

Angela Ferrante on LinkedIn: Webflow's case study instagram story

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Website - Case Study Pages

Examples ๐Ÿ‘‰

Census

Crossbeam

Census weaves two Laudable videos (long-form + vertical short) into their written customer story

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Yac

Yac | How 500Startups uses Yac

Yac + 500Startups Case Study

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Sales Proposals

Don't neglect your bottom of funnel (good ol' BOFO). Add social proof to validate a customer's buying decision to reduce time spent second-guessing and last minute shopping around.

Examples ๐Ÿ‘‰

๐Ÿ”ฅ PandaDoc saw a 40+% increase on proposal engagement (view time, clicks) and a reduction in "linger time" when they added a customer testimonial video.

Angela Ferrante on LinkedIn: A few months ago, I opened up a proposal to sign on with PandaDoc

โ˜๏ธ Interview with VP of Marketing at PandaDoc, Shawn Herring, about this experiment and the results

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Product Activation

Use a specific proof points (quantitative results work well here) as an example to drive adoption of a particular feature in the product rollout - weave it into your email communications, and even in-app product tours or nudges to try said new feature.

Examples ๐Ÿ‘‰

Intercom

Angela Ferrante on LinkedIn: #socialproof | 16 comments

Intercom A/B tested this micro case study in their product tour and it increased adoption of their "apps in inbox" feature by double-digits.

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Fathom

Fathom uses a micro case study and a straight-from-zoom video clip in its โ€œWelcome to Fathomโ€ email from Customer Success. Fantastic way to reinforce the userโ€™s decision to integrate Fathom and encourage them to start using it.

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We handle it all, from customer opt-in to interviews to delivering ready-to-use videos. So you can quickly and easily show off your happy customers.
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