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The hardest part of creating customer case studies? Finding and convincing customers to share their stories. That’s the bread-and-butter work of the Yesler advocacy team, and it’s why our clients hire us to build or accelerate their reference and evidence programs. But a recent challenge in our work for the Microsoft 365 team upped the ante. Our job was to project manage and create a robust library of customer evidence, but there was no existing pipeline and time was limited. Finding enough happy customers willing to do public case studies was a feat. Zero in on moments of happiness ..read more

Pained by any of the following B2B marketing symptoms?* Roadblocks to executing your marketing plan? Misaligned teams? Pressure to do more with the same budget? Content fatigue? Difficulty finding key messages that stick? Changes in your brand perception? Nervousness about your campaign performance? Headaches trying to show the ROI of your marketing decisions? If you’re experiencing any of these, it might be time to schedule a B2B marketing workshop. Completing a workshop, can lead to: 1. Team alignment: Sometimes the biggest blocker to a project or campaign isn’t budgetary or logistical, but ..read more

I’m delighted to announce that Yesler has been named to Chief Marketer’s Top 200 list of marketing agencies for the third consecutive year. The Chief Marketer 200 (CM200) is an editorial listing of agencies that spans core focuses and capabilities across non-advertising-focused marketing disciplines. The aim of the list is to shine a spotlight on fast-growing agencies that specialize in modern demand-gen practices. Winners are selected on the merits of client testimonials, caliber of work across programs and clients, innovative and creative executions, and bold and inspiring concepts and ideas ..read more

If you buy something you love, what do you do? You tell someone. The number of times someone has raved about their new air fryer to me is a testament to that technology. “It has the same crispy taste without the deep-fried fat!” That’s advocacy. It’s the demonstration of a positive experience with a product or service; the excitement about something you can’t keep to yourself because you want everyone you know to feel it too. Living in the B2B customer advocacy world, specifically for technology companies, advocacy has a more complicated dimension because of the considered way that businesses ..read more

In the more than 20 years that I’ve worked with or at technology companies to market their products and drive adoption, I’ve seen a lot of changes in the industry. I’ve watched as technology companies radically reorganize to meet the challenges of customer-driven sales cycles and changes in revenue models brought by the shift from physical software delivery to the cloud subscription model—and with this shift has come added complexity to the technology-buying process. We had a strong hunch at Yesler that technology buying looks different than other B2B purchases, so we launched a research proje ..read more