«Return to Blog List How Much to Talk about Partners/Resellers in Customer Stories?

This question has come up a couple of times lately in working with clients…

How much should customer case studies and success stories talk about reseller partners?

On the one hand, companies that sell their products through partners want to give those partners credit for implementing solutions and adding value to the customer experience. On the other hand, a customer story that mentions one partner too heavily isn’t as valuable to the entire channel and sales force. But one that mentions the partner too little isn’t as effective for the featured partner.

I like how LANDesk solves this problem. The company creates two versions of each customer success story it creates:

1- A version without any mention of the partner in the story that goes on the Web site and is used in general sales opportunities.

2- A second version with a blurb about the partner at the end for that specific partner to use.

Other organizations take it a step further on partner-mention case studies and success stories by adding a bit of description (a paragraph or two) about the role the partner played in the project.

This approach meets the needs of all. The entire partner channel and sales force have the general stories they need to support sales, while partners also have materials branded with their information.

If customer stories are more customized to partners, it just might help increase partner participation in your customer story program as well.

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