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B2B Tech PR: How to Use Customer Stories to Drive Media Attention

Customer success stories remain one of the most effective tools that B2B technology companies can use to drive media coverage that builds awareness and credibility in their B2B tech PR campaigns. That’s because content that describes how your tech is helping your customers succeed is relatable and has the power to influence buying decisions.

The devil’s in the details, however. So here are 8 factors you must consider if you want the media to cover your customer stories and case studies.

1) Make the Customer the Hero

It’s tempting to build the narrative around your own company and how its technology is helping the customer resolve its business challenges. But that’s not how the media wants to report this type of content. Instead of making the story about you, make the customer the main protagonist. Paint a picture of the customer’s business problems and describe how they use your technology to tackle them. It’s a subtle change of emphasis, but if you have doubts that this is what the media prefers, take a look at any business publication.

2) Be Authentic

The media is unlikely to publish overly positive, self-congratulatory sales case studies that focus solely on the benefits of your technology. Instead aim for a neutral, informational tone with insights that others can learn from. For example, most technology roll-outs experience occasional hitches or delays. Including details about how the customer overcame real-world deployment challenges like this can build credibility and trust.

3) Keep It Timely

If you want journalists to cover your story, it must be current and timely. The deployment should have happened in the last 6-9 months (ideally more recently). The media won’t feature news stories about events that happened several years ago or have already been published as case studies on your website. Trying to ‘dress up’ your dated story as new will only get you into reporters’ bad books.

4) Find the Emotional Triggers

By highlighting customers’ business transformations and their personal struggles and triumphs, you’ll help create an emotional connection with audiences. This will not only make your customer success story more memorable but also increase its shareability, enhancing reach.

5) Include the Numbers

You’re unlikely to get your customer story featured in a business publication without reporting the quantitative business benefits that your technology is delivering. Measurable ROI, cost and time savings, increases in productivity or sales/conversions, and improved customer satisfaction measures can all work. These numbers provide concrete evidence of your technology’s effectiveness and make for compelling headlines and news stories.

6) Make the Customer Quotes Add Value

If you’re going to include customer quotes in your story, don’t restrict them to puffy testimonials and praise for your company. To get the media to use them, the quotes should share the customer’s experience in their own words. Genuine quotes that reveal interesting insights in everyday language make the story more relatable and authentic.

7) Target Vertical Media

Tailor your customer stories to capture interest from vertical media and horizontal business and technology-focused titles. By including industry-specific angles and details, you can increase your chances of getting featured in specialist media outlets, which are always looking for relevant stories that resonate with their readers.

8) Offer Customer Interviews

Many top-tier publications won’t cover a customer story unless they can talk directly with your customer. They want to develop their own angles and ensure their story looks different from other titles that publish it. So be sure to ask if the customer spokesperson is willing to participate in one or two interviews with journalists and offer them as a time exclusive to your tier 1 publications.

Done right, incorporating customer stories into your B2B tech PR strategy is a powerful way to generate media coverage, build credibility, and connect with potential customers.

Photo by Christina @ on Unsplash