One of the most significant communications lessons I’ve learned working at a business-to-business (B2B) software company is that our customers are a lot more interesting than we are. It’s the truth.

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. BY Kathleen Lucente I’ve ...

Part of the marketing playbook for value-based selling is the use of customer case studies to provide references and proof of value for a product, service, or software solution. This is what customer ...

In an era of social media sound bites and content "snacks," does the customer case study still matter? Absolutely - but there are use case pitfalls to avoid. Eleven of them, by my count. Is there a ...

Marketing and Sales worked hard to find the opportunity and close the deal. The people in Operations knocked themselves out to deliver above expectations. It's been a year or more since the ...

If you’re trying to implement customer development at your startup, you’ll learn more from these 3 case studies than anything else I’ve seen. I consider each of these a “must-read”. I’ve quoted some ...

Customer case stories are a powerful way to communicate the value of a company, product, or service. Nobody speaks more loudly for you than your customers. But if that's the case, why do so many ...

Opinions expressed by Entrepreneur contributors are their own. While it’s been established that B2B businesses often benefit from content marketing, one type of content leads the way to more ...

Discover how Five Star Bank, a premier provider of consumer and commercial deposits, loans, treasury services and BaaS, uses TCS Customer Intelligence & Insights™ to deliver AI/ML powered real-time ...

Generic credentials don't close deals — vertical-specific proof does. Prospects aren't asking if you're good; they're asking if you've solved their problem before. Your happiest customer is your best ...

One of the services we provide to clients is the crafting of case studies, those glowing 1,200-word essays that shine a spotlight on a customer of the client’s products or services. And it made me ...