Constructing a Value Based Customer Story 1A Value Based Customer Story2Examples3Build your own4Contact InfoConstructing a Value Based StoryThis worksheet is designed to help you construct a value proposition story for your prospects based on current customer examples. These stories are crafted to speak to the benefits of your product through real life results. Through the use of story, you can relate to your customer's pain points and highlight how your product or service has already successfully help other customers like them. You'll want to have a handful of rich value based customer stories to pull from for each of your customer segments.Example of a Value Based StoryOne of my clients, XYZ Scalability Corp, was having the same problem. When I met with their VP of Marketing, they mentioned that cancellation rates during on boarding had increased 12% over the last three months. Retention rates were dropping and the company was receiving a bad reputation in the market. They believed this was due to lack of personalized email content. On boarding emails weren’t targeted to where a user was in their on boarding flow resulting in low click-through rates, and high unsubscribe rates and eventual cancellation.We implemented our automated behavioral email marketing and enabled XYZ Scalability to email their customers based on their behavior in product. This allowed XYZ to send personalized emails to their customers based on their specific on boarding path. Two months after implemented automated behavioral email marketing, we’d reduced the time to convert by 30% and increased overall conversions by 63%, which translated to 4.2M in revenue for XYZ.Sample Value Base StoryOne of my clients, CUSTOMER NAME (Who is in the same CUSTOMER SEGMENT), was having the same problem. When I met with their TITLE, they mentioned that EXAMPLE CUSTOMER PAIN POINTS. ADDITIONAL DETAIL. Results We implemented FEATURE, and enabled CUSTOMER NAME to WHAT DOES THE FEATURE ENABLE. CUSTOMER NAME saw STATISTICAL BENEFIT.Time to build your ownOne of my client:*Who is one of your most successful customer examples? This can be a beta customer. Example: XYZ Scalability CorporationWho is the in the customer segment:*What are unique traits that would help you identify other customers who are similar to this customer? Be descriptive so it is easy to identify look- a-likes: Industry, Employees, Revenue, Tech Stack, Dept. Size, etc. Example: Ex. SaaS, 50-200 employees, Series B, Vertical Response, SFDC, 10, sales people, has CMO in placeWhen I met with their (Title)Who in the organization did you sell to? Who had the biggest challenge? Each role within a company will have different challenges. You’ll want to look at these as you put together your value proposition Example: VP of Marketing concerned with branding and lead conversion ratesThey Mentioned that EXAMPLE CUSTOMER PAIN POINTS.*What were the pain points this customer had? What did these pain points mean for their business? Example: Cancellation rates during on boarding had increased 12% over the last three months. Retention rates were dropping and the company was receiving a bad reputation in the market.Addition DetailsWhen you describe the customer example, use rich descriptive language. Highlight details that relate to your prospect’s pain points. Ex. On boarding emails weren’t targeted to where a user was in their on boarding flow resulting in low click-through rates, and high unsubscribe rates and eventual cancellation.What features of your product did you implement?*What product features were designed to address this challenge? Example: Automated Behavioral Email Marketing.What did this feature enable them to do?How specifically does this feature solve the example customer challenge? Example: Email customers based on behavior in product. Send personalized emails to customers based on their specific on boarding path.What were the Statistical benefits they saw from this?What statistical validation do you have to backup that the challenge was addressed by your solution? Example: Two months after implementation, we’d reduced the time to convert by 30% and increased overall conversions by 63%, which translated to 4.2M in revenue for XYZ.Full NameCompany NameBusiness Email:* Would you like Whitney to review your Value Proposition Story?* Yes NoWould you like this designed into a case study slide?* Yes NoEmailThis field is for validation purposes and should be left unchanged.Δ
