Case Study 1 — Kirsten Queen

SALES ENABLEMENT THROUGH CUSTOMER STORYTELLING

Company: Suzy (B2B SaaS Consumer Insights Platform) Role: Content Strategist
Timeline: Q4 2023 (3 months)

THE CHALLENGE

Following organizational restructuring, Suzy's customer case study program had stalled with 8+ case studies in various stages of incompletion. Sales teams were actively requesting customer proof points to support deal conversations, but no one owned the program to move these initiatives forward. Without fresh customer stories showcasing product capabilities and business outcomes, sales lacked the social proof needed to address prospect objections and demonstrate ROI in competitive evaluations.

The challenge: Revitalize a stalled program, complete outstanding case studies, establish a repeatable process, and create sales-ready assets that would serve multiple go-to-market functions.

MY APPROACH

I took ownership of the entire customer case study program, working cross-functionally to identify customers, conduct interviews, write compelling stories, and package them for sales enablement.

Process Development:

Since most customers had been identified but stories remained unfinished, I focused on execution and standardization:

Interview Framework: Developed a structured interview process based on proven case study methodology, ensuring I captured customer challenges, solution implementation, product usage, and measurable outcomes
Product Integration: Coordinated with Product Marketing to understand which products needed showcasing, then tailored interview questions to surface specific product value in customer narratives
Customer Engagement: Partnered with Customer Success to facilitate introductions and managed customer relationships directly, incentivizing participation with platform credits
Quality & Consistency: Established review processes with PMM and legal to ensure accuracy, compliance, and consistent messaging across all case studies

Cross-Functional Collaboration:

Successfully coordinating case study production required alignment across multiple teams:

Customer Success: Identified satisfied customers with strong business outcomes and facilitated warm introductions
Product Marketing: Provided product positioning guidance and ensured case studies highlighted key differentiators
Sales: Reviewed drafts for objection handling and competitive positioning needs
Demand Generation: Integrated case studies into campaign strategies and paid promotion

Content Repurposing Strategy:

To maximize ROI from each customer story, I developed a multi-format approach:

Full case studies: PDF format for sales distribution and gated website content
Customer story blog posts: Adapted case studies for organic search and thought leadership
Sales enablement slides: Created presentation-ready slides for insertion into pitch decks
Campaign assets: Provided demand gen with customer quotes and data points for ads and nurture content

This repurposing strategy ensured each customer interview generated multiple touchpoints across the buyer journey.

EXECUTION

Within three months (Q4 2023), I completed and launched 5+ customer case studies that had been stalled for months, establishing momentum for ongoing production. Each case study went through:

Customer interview and story development
Cross-functional review and approval
Design and formatting
Multi-channel distribution and repurposing

RESULTS

The revitalized case study program re-established customer proof points as a core component of Suzy's go-to-market strategy:

5+ completed case studies launched in Q4 2023 after months of program inactivity
Multi-channel distribution: Case studies served sales enablement, demand generation campaigns, website conversion, and organic content strategies
Pipeline contribution: Customer stories contributed to marketing initiatives that generated 176 revenue opportunities worth over $3M across the business
Sales adoption: Sales teams actively used case studies in prospect conversations, pitch decks, and follow-up materials

Beyond the immediate output, the program established a repeatable framework for ongoing customer storytelling - from identification through production to distribution - ensuring sales would continue to have fresh proof points as the business evolved.

KEY TAKEAWAY

Effective sales enablement requires more than content creation - it demands cross-functional coordination, customer relationship management, and strategic repurposing to maximize impact. By taking ownership of a stalled initiative, establishing standardized processes, and ensuring assets served multiple go-to-market functions, customer stories became valuable tools across the entire revenue organization. This demonstrates core product marketing capabilities: customer marketing, sales enablement, cross-functional leadership, and the ability to translate customer success into compelling narratives that drive business results.