Successful business-to-business marketing is a tough road. No matter how hard we try, most B2B products don’t have the sizzle of an iPod.
But one untapped resource all B2B companies have is real customers with authentic, from-the-trenches stories to tell about how your products and services helped them to be successful. 
So, how about putting a video camera in front of them and letting them tell their story about how your company helped them?
That’s how Speakeasy—a provider of voice over Internet (VoIP) telecom and broadband services for consumers, home offices and small to midsize businesses—created four killer video case studies.
According to BtoBonline.com, Speakeasy traveled to four of their small business customers’ locations, interviewed them and let them tell the story. No script was used and Speakeasy picked their most complex service as the subject for the case studies.
In these case study videos, Speakeasy’s VoIP services come across as cost-effective, easy to upgrade, seamless, professional, well you get the picture. You can view the video case studies here.
The BtoB article talks about the extensive ‘earned media’ (public relations) coverage Speakeasy received in publications like BusinessWeek, InfoWorld, USA Today and Wall Street Journal and Web sites MSN Money and Yahoo Finance.
I like the way each of the four small business customers tells a story. None of the videos were scripted. It doesn’t feel like a typical case study—problem, solution, result—I was actually entertained. And, I’d sure call Speakeasy if I needed VoIP services for my business.
BTW: if I were buying real estate in Boston, I’d call the hard-working Ballast Realty Group. Note to Ballast—get video on your site soon. You rock on screen!
Granted, these are well produced, professionally shot videos—hence the $200,000 budget (including travel).
Some next steps for you to consider:
- Who are your best customers that have been successful in part by using your products and services?
- Which ones could tell the story the best?
- What’s in it for me? (WIIFM) Your customer gets to showcase his or her own business in an online video. Are they on YouTube yet?
Could you create short online videos with your customers that tell stories about how your products help them to be successful? Sure you could!
Here is the Speakeasy.net YouTube Channel BtoBonline’s complete story is here.
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