CTA Examples: 12 Ways to Boost Your SaaS Blog Post Conversions

It’s crucial to choose the right call to action (CTA) for every blog post you create. See 12 examples of convincing CTAs that other leading SaaS companies use successfully.

Use these CTA examples to nail your own calls to action

You’ve worked hard to produce blog posts that build brand awareness and drive traffic to your SaaS company’s website. Once you’ve got a reader’s eyes on a post, the key to successful content marketing is to get the reader to take another action. Check out the blog CTA examples in this post to help you craft the right call to action (CTA) for every blog post you create.

In this post on CTA examples, you’ll find:


12 CTA examples from leading B2B SaaS companies

Let’s take a deeper dive into 6 types of CTAs you can use to help you achieve your content marketing goals. For each CTA type, we’ll show you 2 blog CTA examples from well-known B2B SaaS companies.


CTA examples for exploring products

Goal: We want our blog post visitors to learn more about our products and services by clicking on specific product or service pages.

Snowflake

Snowflake’s blog post promotes one of the company’s products with a CTA that explains the benefit the product offers. Because the link text is blue, the product name really stands out in the paragraph.

CTA example from Snowflake


VidyoHealth

VidyoHealth’s blog post has a CTA to an industry-specific landing page for the company’s telehealth platform. This CTA could be improved by adding benefit-driven language. Also, by shortening the link text, it would be easier to scan and understand quickly. 

Blog post CTA example from Vidyohealth


CTA examples for downloading a free resource

Goal: We want our blog post visitors to download a free resource so we can send them nurture emails and move them through the buyer’s journey.

Lineup Systems

Lineup Systems’s blog post has an eye-catching CTA at the bottom of the page that promotes a report for readers to download. The graphic works well because it shows you a picture of what you’ll get if you download the report, and the CTA button stands out nicely.

Blog CTA example from Lineup Systems


ServiceNow

ServiceNow’s blog post promotes a downloadable report and a webinar, but the in-text CTAs are easy to miss since they don’t pop off the page.

ServiceNow CTA example from blog post



CTA examples for subscribing to an email list

Goal: We want our blog post visitors to subscribe to the newsletter so we can engage with them on a regular basis and stay top of mind for when they’re ready to buy.

Zendesk

Zendesk’s blog post has a clear “subscribe” button, and also describes what readers will gain from signing up for the company’s email list.

Zendesk CTA example with "Subscribe"


Snowflake

Snowflake’s blog post has a “subscribe” button on the left sidebar that catches readers’ attention and stays with you as you scroll through the article, but the CTA doesn’t contain enough context. Subscribe to what?

More CTA examples from Snowflake



CTA examples for booking a demo

Goal: We want our blog post visitors to sign up for a demo so we can personally show them the solution and how it might work for them.

SentricHR

SentricHR’s blog post includes an in-text CTA to schedule a demo. It’s not in your face or overly sales-y. But it’s the logical next step if you’re serious about the solution and want to learn more.


ServiceNow

ServiceNow’s blog post has a “schedule a demo” CTA at the bottom of the blog post, but it lacks focus because it lists two tasks: 1) requesting info and 2) scheduling a demo. If booking a demo is important, ServiceNow should use one big, colorful button that says “Book my demo.”

More CTA examples from ServiceNow



CTA examples for starting a free trial

Goal: We want our blog post visitors to do a trial so they can experience the solution for themselves.

Databricks

Databricks’s blog post features a brightly colored button with a “get started today” CTA at the bottom of the article. Using an orange button is a smart move, since research shows using orange CTAs can increase conversion rates by more than 32%.

Blog post CTA example from Databricks


Twilio

Twilio’s blog post has a “sign up and start building” CTA, however it’s buried at the bottom of the page, and it’s unclear that the reader is signing up for a free account until they click the button. That said, giving a secondary CTA is a nice option for people who aren’t ready to pull the trigger yet.

Twilio blog CTA example



CTA examples for contacting us

Goal: We want our blog post visitors to reach out with any questions they might have so we can help educate them on our solution and deal with any objections they might have.

Stripe

While Stripe’s blog post is a little heavy on CTAs (it includes in-text CTAs, a “subscribe to RSS” CTA, a “check out jobs” CTA and a “contact with feedback” CTA), the “contact” CTA is prominently highlighted. This CTA is simple and personable, encouraging people to reach out to Stripe.

Stripe 'Contact Us' example


Twilio

Twilio’s blog post contains multiple CTAs. It’s essential to figure out which specific CTA is the most important—and drive attention to it. In this example, contacting the Twilio sales team doesn’t stand out as an option. If the reader happens to see it, all they see is the words “Twilio Sales team” linked, with no action word like “Contact” to guide them to their next step.

Twilio 'Contact Us' example

The Power of a Strong Blog Post CTA

* 121% increase in conversions with in-text CTAs

* 87% boost in conversions with CTAs that have the search keywords in the link

* 240% improvement in conversions with CTAs for free templates

Source: Spiralytics


What’s your ultimate CTA goal?

Compelling CTAs for your SaaS blog posts need to have a specific objective in mind. They should speak clearly to the audience they’re intended for, in a manner that’s both informative and to the point. 

6 blog post CTA goals to consider

GOALSCTA INTENTIONS
1. Build brand awarenessWe want the blog post reader to learn more about our solutions by exploring our product or service pages.
2. Boost leadsWe want to send the reader email nurture sequences by having them complete the form to download our free ebook.
3. Grow email subscriber listWe want the reader to get to know and trust us by signing up for our newsletter.
4. Increase leadsWe want the reader to see how our solution works by getting them to book a demo.
5. Improve salesWe want the reader to experience our solution in action by starting a free trial.
6. Get prospects on the phoneWe want to give the reader the opportunity to ask us questions by giving us a call.


7 Tips to writing a strong blog post CTA

Use these blog post CTA best practices to drive conversions on your SaaS blog posts:

1. Be direct and informative

Make your message transparent and let readers know what they’ll gain from taking the action.

CTA example: Sign up for weekly tips

2. Deliver value and build trust

Keep your prospects’ attention through the long B2B sales cycle. Blog post CTAs that drive people to lead magnets work well for this purpose.

CTA example: Download the ebook

3. Use action-oriented language

Keep your audience moving forward in a low-pressure environment.

CTA example: Get started for free

4. Make it personal

Try using first-person phrasing like “my” instead of second-person phrasing like “your”.

CTA example: Start my free 30-day trial

5. Nurture rather than transact

Focus on building long-term relationships that eventually lead to sales. Rather than demanding your prospects to “buy now,” ask them to “learn more”.

CTA example: Explore our solutions

6. Invite readers to reach out

Give your audience the opportunity to ask any questions that might be holding them back from buying from you.

CTA example: Ask us a question

7. Create urgency

Instead of requesting your prospects to simply “subscribe”, encourage them to take action faster.

CTA example: Subscribe now


Get help with your SaaS blog posts

You’re under pressure to produce compelling blog posts with strong CTAs on a regular basis. The only problem is, you’re slammed. At Uplift Content, we’re here to help. 

We understand the power of blog posts to drive leads for your SaaS company. Carefully crafted blogs have the potential to get you triple the amount of leads generated by paid advertising. 

Check out our B2B blog writing services.

Create a Customer-Driven Marketing Strategy in 8 Steps

It’s more important than ever to focus on your customers to remain competitive and relevant. In this post, we’ll explore 8 actionable steps to help you create and implement a customer-driven marketing strategy.

Because customers have high expectations (and those expectations are constantly evolving), it’s more important than ever to adopt a customer-driven marketing strategy to remain competitive and relevant. 

By placing the needs of your customers at the center of your marketing strategy, you can grow stronger relationships, enhance brand loyalty and drive sustainable growth. 

In this blog post, we’ll explore 8 actionable steps to help you create and implement a customer-driven marketing strategy. From understanding customer needs to leveraging feedback and optimizing experiences, these steps will empower businesses to forge deeper connections with their audience and achieve marketing success.

What is a customer-driven marketing strategy?

A customer-driven marketing strategy is a marketing approach that prioritizes understanding and satisfying the needs and preferences of your customers. Instead of focusing solely on the products and services you offer, this strategy revolves around identifying and addressing the specific desires, pain points and motivations of your target audience.

7 components of a customer-driven marketing strategy

Key components of a customer-driven marketing strategy include:

1. Market research

Conducting thorough research to understand your target market, including demographics, behaviors, preferences and buying habits.

2. Customer segmentation

Dividing the target market into distinct groups based on shared characteristics or needs, allowing for more personalized marketing efforts.

3. Customer feedback

Actively seeking and incorporating feedback from customers to continuously improve products, services and marketing strategies.

4. Value proposition

Developing a clear and compelling value proposition that communicates how the product or service addresses customers’ needs and provides unique benefits.

5. Customer engagement

Engaging with customers through various channels such as social media, email or customer service interactions to build relationships and gather insights.

6. Personalization

Tailoring marketing messages, offers and experiences to individual customers or segments based on their preferences and behaviors.

7. Continuous improvement

Continuously monitoring and analyzing customer data and market trends to adapt strategies and offerings accordingly.

By using a customer-driven marketing strategy and focusing on the needs and preferences of customers, companies can build stronger relationships, increase customer satisfaction and loyalty, and ultimately drive business growth and profitability.

4 real-world examples of a customer-driven marketing strategy

Here are 4 real-world examples of how big B2B tech companies are using customer-driven marketing strategies to build stronger relationships with their customers, drive innovation and deliver value that goes beyond the product or service itself:

1. Salesforce’s customer community platform

Salesforce has implemented a customer-driven marketing strategy through Experience Cloud, a customer community platform. This platform allows Salesforce customers to connect with each other, share best practices, ask questions and provide feedback directly to the company. 

By fostering a community where customers can engage with one another and with Salesforce, the company gains valuable insights into customer needs and preferences, which it can use to improve its products and services.

2. HubSpot’s inbound marketing methodology

HubSpot has built its entire business around a customer-driven marketing strategy known as the inbound marketing methodology. This approach focuses on attracting, engaging and delighting customers by providing valuable content and experiences at every stage of the buyer’s journey. 

HubSpot offers a range of educational resources, including blog posts, ebooks, webinars and certification courses, to help businesses succeed with inbound marketing. By aligning its marketing efforts with the needs and interests of its customers, HubSpot has become a trusted advisor and thought leader in the marketing industry.

3. Adobe’s customer advisory board

Adobe has a customer advisory board (CAB) as part of its customer-driven marketing strategy. The CAB consists of a select group of Adobe’s top customers who meet regularly to provide feedback, share insights and collaborate with Adobe executives and product teams. 

By engaging directly with its most influential customers, Adobe gains valuable feedback on its products and services, identifies emerging trends and market opportunities, and strengthens its relationships with key stakeholders.

4. Cisco’s customer experience centers

Cisco has invested in customer experience centers as part of its customer-driven marketing strategy. These centers, located in major cities around the world, provide customers with hands-on access to Cisco’s latest technologies and solutions. 

Customers can explore interactive demos, participate in workshops and training sessions, and consult with Cisco experts to address their specific business challenges. 

By offering immersive and personalized experiences, Cisco demonstrates its commitment to understanding and meeting the needs of its customers, while also showcasing the value of its products and solutions in real-world scenarios.

Why is a customer-driven marketing strategy important?

7 reasons a customer-driven marketing strategy is important

A customer-driven marketing strategy is important for 7 reasons:

1. Improved customer satisfaction

Prioritizing customer needs and preferences leads to higher levels of customer satisfaction. When customers feel understood and valued, they are more likely to have positive experiences with a brand, leading to increased loyalty and repeat business.

2. Increased competitive advantage

Customer-centricity can be a key differentiator in the competitive B2B space. Businesses that truly understand their customers and tailor their offerings accordingly are better positioned to stand out from competitors and capture market share.

3. Improved customer retention

By focusing on customer needs and providing personalized experiences, businesses can enhance customer loyalty and reduce churn rates. Satisfied customers are more likely to remain loyal to a brand and continue purchasing its products or services over time.

4. Increased customer lifetime value

Customer-driven marketing strategies can help maximize the lifetime value of customers by fostering long-term relationships and encouraging repeat purchases. By delivering value and meeting ongoing needs, businesses can drive higher revenue from each customer over their lifetime.

5. Better insights and innovation

Engaging with customers and gathering feedback enables businesses to gain valuable insights into market trends, preferences and pain points. This information can inform product development, innovation and strategic decision-making, leading to offerings that better meet customer needs and drive growth.

6. Enhanced brand reputation

A customer-centric approach demonstrates a commitment to putting customers first, which can enhance brand reputation and credibility. Positive word-of-mouth referrals and reviews from satisfied customers can further bolster a brand’s reputation in the marketplace.

7. Efficient resource allocation

By focusing resources on initiatives that directly impact customer satisfaction and loyalty, companies can optimize their marketing budgets and achieve higher returns on investment. This may involve reallocating resources away from less effective marketing tactics or initiatives that do not align with customer priorities.

4 key elements of a customer-driven marketing strategy

To develop a customer-driven marketing strategy, you should focus on 4 essential elements for understanding and meeting customer needs effectively. 

1. Identifying your target market

Before launching any marketing strategy, it’s crucial to identify your target market—the group of people most likely to be interested in your products or services. This involves conducting market research to understand demographics, behaviors, preferences and buying habits. 

By defining your target market, you can tailor your marketing efforts to reach the right audience with the right message, increasing the likelihood of success and maximizing your return on investment.

2. Knowing your existing customers

Your existing customers are a valuable source of insights and feedback that can inform your marketing strategy. By analyzing customer data and feedback, you can gain a deeper understanding of who your customers are, what they like and dislike, and how they interact with your brand. 

This knowledge of your existing customers allows you to create more targeted and personalized marketing campaigns that resonate with your existing customer base, increase loyalty and encourage repeat business.

3. Prioritizing resources for maximum impact

With limited resources, it’s essential to prioritize your marketing efforts for maximum impact. This involves identifying the most effective channels, tactics and campaigns for reaching and engaging your target audience.

By focusing your resources on initiatives that are likely to generate the highest return on investment, you can optimize your marketing budget and achieve better results. 

Regular analysis and optimization of your marketing efforts allow you to adapt to changing market conditions and customer preferences, ensuring that you continue to drive meaningful results over time.

4. Understanding customer needs

At the heart of a customer-driven marketing strategy is a deep understanding of customer needs and preferences. This goes beyond basic demographic information to encompass the motivations, pain points and aspirations that drive customer behavior. 

By listening to your customers, gathering feedback and analyzing data, you can uncover valuable insights into what matters most to them and how you can better meet their needs. 

Armed with this understanding, you can tailor your products, services, and marketing messages to address customer needs more effectively, fostering stronger relationships and driving long-term success.

8 steps to creating a customer-driven marketing strategy

In this section, we’ll break down the process of creating a customer-driven marketing strategy into 8 actionable steps. From understanding your audience to harnessing the power of word-of-mouth advertising, each step is designed to help you build stronger connections with your customers and drive business growth. 

8 steps to creating a customer-driven marketing strategy

Step 1: Speak to your customers

Speaking to your customers is the foundational step in implementing a successful customer-driven marketing strategy. By engaging directly with your customers through surveys, interviews or focus groups, you can gain valuable insights into their preferences, pain points and expectations. 

This firsthand feedback provides a solid foundation for shaping your marketing strategy to better meet customer needs.

Step 2: Conduct formal research

Conducting formal research supplements the insights gained from direct customer interactions. This involves analyzing market trends, industry reports, and competitor strategies to gain a broader understanding of the market landscape. 

Formal research helps identify emerging trends, market gaps, and opportunities for differentiation, informing strategic decision-making and ensuring that your marketing efforts are aligned with market dynamics.

Step 3: Conduct keyword research

Conducting keyword research is essential for optimizing your online presence and ensuring that your marketing efforts resonate with your target audience. By identifying relevant keywords and search terms related to your products or services, you can optimize your website content, blog posts and ads to improve visibility and attract qualified leads. 

Keyword research helps you understand what your customers are searching for and tailor your messaging accordingly.

Step 4: Create solutions for customer needs and deliver value

Creating solutions for customer needs and delivering value is at the core of a customer-driven marketing strategy. Based on the insights gathered from customer interactions and research, develop products, services or solutions that address customer pain points and fulfill unmet needs. 

Focus on delivering value at every touchpoint of the customer journey, whether through product features, pricing, customer service or post-purchase support, to differentiate your brand and drive customer satisfaction.

Step 5: Use feedback to continuously improve

Using feedback to continuously improve is integral to maintaining a customer-centric approach. Regularly collect and analyze feedback from customers to identify areas for improvement and opportunities for innovation. 

Whether through surveys, reviews or social media interactions, listening to customer feedback enables you to adapt your strategies and offerings in real time, ensuring that you stay responsive to evolving customer needs and preferences.

Step 6: Harness the power of word-of-mouth advertising

Harnessing the power of word-of-mouth advertising is a cost-effective way to amplify your marketing efforts and build credibility. Encourage satisfied customers to share their positive experiences with others through customer stories, reviews, testimonials, or social media posts. 

Leveraging user-generated content and referrals not only expands your reach but also instills trust and confidence in your brand among potential customers.

Need a hand with writing customer stories?
Check out our customer story writing services


Step 7: Create a positive customer experience

Creating a positive customer experience is essential for fostering loyalty and repeat business. From the first interaction with your brand to post-purchase support, strive to deliver a seamless and enjoyable experience across all touchpoints. 

Focus on providing excellent customer service, personalized interactions, and convenient solutions to enhance customer satisfaction and build lasting relationships.


Step 8: Track the effectiveness of your customer-centric marketing strategy

Tracking the effectiveness of your customer-driven marketing strategy is crucial for measuring ROI and optimizing future efforts. Implement analytics tools to monitor key performance indicators (KPIs) such as website traffic, conversion rates, customer satisfaction scores, and retention rates. 

By analyzing data and identifying patterns, you can identify areas of success and areas for improvement, enabling you to refine your strategies and drive continuous growth.

Time to get started with your own customer-driven marketing strategy

Creating a customer-driven marketing strategy is not just about tactics—it’s a mindset that places the needs and preferences of your customers at the center of your strategy. 

By following these 8 steps and consistently prioritizing customer satisfaction and engagement, you can build lasting relationships, foster brand loyalty and drive sustainable growth for your company. 

Remember, the key to success lies in ongoing adaptation and optimization based on customer feedback and market insights. So, go ahead and get started. 

Need a hand with your customer stories?

At Uplift Content, we help high-growth B2B companies like ClickUp, WalkMe and LeanData create compelling customer stories.

Check out our customer story writing service.

SaaS Marketing Agency: 12 to Choose from in 2024

Picking the right SaaS marketing agency to partner with can be tough. In this post, we’ve reviewed 12 agencies that specialize in different areas of marketing. Take a look. You might just find your next agency partner.

Growing quickly as a SaaS company means you need top-notch marketing. But SaaS marketing isn’t a walk in the park. People aren’t just buying products—they’re looking for solutions. That means you’ve got to make your product, messaging, and brand stand out. That’s where a great SaaS marketing agency comes in.

But picking the right SaaS marketing agency to partner with can be tough. In this post, we’ve reviewed 12 agencies that specialize in different areas of marketing. Take a look. You might just find your next agency partner.

SaaS marketing agency for every need

Other topics covered in this post:

SaaS marketing agency for blog posts, white papers and case studies

Uplift Content is a SaaS marketing agency for high-growth B2B SaaS companies like ClickUp, Calendly and LeanData. We help you close bigger deals faster with done-for-you case studies, blog posts, ebooks and white papers.

Services offered: 

Content writing

  • SEO blog posts
  • Thought leadership blog posts
  • eBooks, white papers and guides
  • Case studies

Best for: B2B SaaS companies

Strengths: High-performing, long-form content

Quick facts: 

Pricing: Starts at $600 for an optimized blog post, $2,500 for an ebook and $1,500 for a case study

A good option if:

  • You want a agency partner that understands the complexity of B2B SaaS
  • You need an agency that will take the time to learn about your company, your product and your audience
  • You want to work with writers and editors who have specific experience in B2B SaaS
  • You don’t have time for handholding
  • You want suggestions, strategies and solutions
  • You prefer to work with an agency that cares about your success as much as you do

SaaS marketing agency for video marketing and YouTube SEO

Augurian

Augurian is a SaaS marketing agency that focuses on paid media (SEM), organic search (SEO and content) and analytics. Its services extend from strategy through implementation into measurement and management.

Best for: B2B SaaS, manufacturing and high tech, higher education and e-commerce 

Services offered:

YouTube

  • Video search optimization 
  • YouTube channel optimization 
  • Ranking optimization 
  • SEO landing page video optimization
  • Video SEO services

Paid media

  • Full funnel strategy and planning
  • Platform execution and management
  • Measurement and analysis

Organic search (SEO)

  • Full-funnel search intent targeting and strategy
  • Platform optimization, execution and management
  • Annual roadmap and regular performance reporting

Marketing analytics 

  • Analytics property settings audit
  • Recommendations and advice
  • Implementation and support

Context marketing

  • Content creation including SEO-driven content
  • Strategy and implementation
  • Measurement and analysis

Website migration

  • SEO migration planning
  • Content migration 
  • Website domain migration

Strengths: YouTube channel optimization and video ranking strategies for better visibility and performance

Quick facts

Pricing: Contact Augurian for more information

A good option if:

  • You need to create and implement a video marketing strategy.
  • You want to drive more views and subscribers to your YouTube channels.
  • You’re looking for specific video-related services, such as video thumbnail creation.
  • You want to increase the impact your videos have across organic search channels.

SaaS marketing agency for social media marketing

NinjaPromo

NinjaPromo is a SaaS marketing agency that offers multi-channel marketing, branding and creative design solutions. Its end-to-end social media service spans a range of platforms, including Facebook, Instagram and Snapchat.

Services offered:

  • Social media
  • Paid media and paid social
  • Influencer marketing and PR
  • Email marketing
  • Video production and marketing
  • Branding
  • Website development, design and SEO
  • Mobile app development and design

Best for: B2B SaaS, fintech, crypto and startups

Strengths: Full-service social media advertising that meets you where you are, from the ground up or already established

Quick facts:

Pricing: Packages and pricing available on request

A good option if:

  • You need help with your presence on a specific platform like Facebook, Twitter, Instagram, LinkedIn, YouTube, Pinterest or Snapchat.
  • You want to add social media to your overall advertising strategy.
  • You’d like to grow your current social media following organically through personalized campaigns and marketing.
  • You need the expertise to start a social media presence from scratch and measure its progress.

SaaS marketing agency for email marketing

Xander Marketing

Xander Marketing specializes in outsourced marketing for SaaS businesses, including lead generation, email outreach and marketing automation. Its email marketing service includes marketing automation, onboarding and customer newsletters. 

Services offered:

  • Email marketing 
  • Marketing strategy
  • Website design
  • Content marketing
  • Social media
  • Onboarding optimization 
  • SEO
  • PPC services

Best for: B2B SaaS businesses of all sizes

Strengths: Email campaigns that generate and nurture leads

Quick facts:

Pricing: Packages start at £2,500 /month; flexible options are also available

A good option if:

  • You’re looking for an expert in your email platform. 
  • You want an agency to manage your email marketing in its entirety.
  • You’re looking to optimize your email onboarding process.

SaaS marketing agency for paid advertising

Wallaroo Media

Wallaroo Media offers paid social media ad design, creation and targeting services. It’s a premier partner with all major platforms including Facebook, Google, Snapchat, Pinterest and TikTok.

Services offered:

  • PPC ads
  • SEO
  • Social media advertising and management
  • Content strategy and marketing
  • PR
  • Email/SMS

Best for: B2B SaaS, cybersecurity, e-commerce and startups that want a dedicated account manager for paid advertising

Strengths: Increasing brand awareness and leads through platform-specific strategies 

Quick facts:

Pricing: Pricing on request

A good option if:

  • You’re looking to work with a brand that has an intricate knowledge of major platforms.
  • You want to increase your paid advertising ROI.
  • You have a specific paid advertising budget and need help defining a strategy around it.

SaaS marketing agency for Hubspot ops

ClearPivot

ClearPivot focuses on revenue operations and building high-impact business systems on HubSpot. It is a Platinum Certified Agency Partner and was an early adopter of its features. 

Services offered:

  • HubSpot revenue operations
  • HubSpot implementation 
  • HubSpot migrations
  • HubSpot training 
  • Vision theme for Hubspot CMS

Best for: B2B SaaS, health, medical and education businesses wanting to or already using HubSpot

Strengths: An intricate understanding of what HubSpot can offer different businesses

Quick facts:

  • Company size: 2-10
  • Headquarters: Denver, Colorado, USA

Pricing: Pricing available on request

A good option if:

  • You’re starting out with HubSpot and need effective implementation. 
  • You have specific goals using the HubSpot ecosystem and need help achieving them.
  • You need to refine your data architecture and process mapping within HubSpot.
  • You want to implement a growth plan and track KPIs through HubSpot.

SaaS marketing agency for search engine marketing

Directive Consulting

Directive Consulting is a search engine marketing agency with a unique ‘Customer Generation’ approach. It offers ongoing content strategy, creation and distribution, as well as services related to core SEO and content marketing.

Services offered:

  • Paid media
  • SEO
  • Content marketing
  • Marketing operations optimization 
  • Video production 
  • Creative design 

Best for: Tech companies looking to grow organic traffic through search engine optimization 

Strengths: Core page and technical SEO to improve messaging and discoverability 

Quick facts:

Pricing: Startup packages from $5000/month; other pricing available on request

A good option if:

  • You’re looking to align your content and SEO to your ideal buyer’s lifecycle.
  • You want sustainable growth and a long-term impact with SEO.
  • You want to measure and understand your SEO metrics for better decision-making. 

SaaS marketing agency for web design and full-funnel inbound marketing

Roketto

Roketto is a full-funnel inbound marketing and web design agency that helps businesses attract leads organically. It focuses on growth through increasing lead generation, customer acquisition and competitive advantage. 

Services offered:

  • Inbound marketing
  • Website design
  • Google Ads
  • HubSpot
  • SEO
  • Content marketing 

Best for: B2B SaaS and tech companies, industrial and manufacturing companies, real estate development

Strengths: A structured and experience-driven approach to web design and inbound marketing

Quick facts:

Pricing: Inbound marketing plans range from $5,000/month to $20,000/month

A good option if:

  • You want to attract customers at all points of the sales funnel. 
  • You need a long-term marketing strategy and execution that aligns with business goals.
  • Your website needs to be created from the ground up, including copy, branding and design.
  • Your current website needs to be assessed and improved on.

SaaS marketing agency for blog post writing

Quoleady

Quoleady provides content marketing services for SaaS companies. It offers a full package of services from strategy to writing, including membership and management for Forbes and Entrepreneur articles. 

Services offered:

  • Content strategy and promotion
  • Content writing
  • Content updates
  • Content consulting
  • Link building
  • Public relations

Best for: SaaS companies looking to grow their blogs or authority through content

Strengths: Well-researched and well-presented blog posts 

Quick facts:

Pricing: Available on request 

A good option if:

  • You’re looking for an agency to promote your content through digital PR.
  • You want more sign-ups for your blog content.
  • You want to create original, high-quality evergreen content.
  • You need help with strong and targeted link-building strategies.

SaaS marketing agency for full-funnel strategy and growth marketing

Ladder

Ladder offers growth marketing services with a creative approach. It services global companies with proprietary technology and data-driven growth strategies. 

Services offered:

  • PPC
  • CRO
  • SEO
  • SEM
  • Growth hacking

Best for: B2B and B2C companies looking to scale across their digital channels 

Strengths: A specialized technical marketing approach that adapts to your data

Quick facts:

Pricing: Available on request

A good option if:

  • You want to take an adaptive data-driven approach to your marketing strategy. 
  • You’re looking to increase your B2B conversion rate.
  • You need a strategy that combines data with a creative approach.

SaaS marketing agency for positioning and messaging

Punchy

Punchy helps companies define positioning and implement messaging across all channels and media. It goes a step further by offering messaging training. 

Services offered:

  • Position and messaging strategy
  • Messaging training

Best for: B2B technology companies 

Strengths: Consistent and cohesive brand positioning and messaging

Quick facts:

  • Company size: 2-10
  • Headquarters: Portland, Oregon, USA
  • Notable clients: Loom, Outreach, Miro

Pricing: Available on request

A good option if:

  • You want to uniquely position your business from your competitors.
  • You need to understand your brand’s positioning.
  • You’re looking to train your team for better messaging consistency.
  • You want to incorporate storytelling into your brand identity. 
  • You need to update your current brand positioning and messaging.

SaaS marketing agency for rev ops and demand gen

42 Agency

42 Agency builds systems to attract customers using paid advertising, creative marketing, SEO, direct media buys, revenue operations and account-based marketing.

Services offered:

Revenue operations

  • Marketing automation 

Demand generation

  • Paid media
  • Creative
  • SEO

Performance creatives

  • Design
  • Copy

Best for: B2B SaaS businesses 

Strengths: A strategic and personalized approach to revenue operations and demand generation 

Quick facts:

  • Company size: 11-50
  • Headquarters: Toronto, Ontario, Canada
  • Notable clients: Cin7, Envision, Enzuzo 

Pricing: Available on request

A good option if:

  • You’re looking for hourly contract work with no long-term commitments 
  • You need a strategic approach to generate qualified leads 
  • You want to diversify your marketing channels for greater reach
  • You’re interested in combining organic and paid ads strategically 

What is SaaS marketing? 

SaaS marketing covers specific strategies and techniques used to promote and sell SaaS (software-as-a-service) products. It involves targeting the right audience, highlighting unique features, and demonstrating how the software solves customer problems, all to drive adoption and subscription growth.


What is a SaaS marketing agency?

A SaaS marketing agency is a specialized firm that offers strategic planning, execution and management of marketing initiatives tailored specifically for SaaS companies. These agencies use their expertise in digital marketing, branding and lead generation to help SaaS businesses attract and retain customers, drive subscription growth and maximize revenue.

What does a SaaS marketing agency do?

10 ways a SaaS marketing agency can help your company

A SaaS marketing agency typically handles a range of tasks to help SaaS companies grow their business. Some examples of the type of work they do include:

  1. Creating compelling content such as blog posts, whitepapers, case studies and videos to educate and engage potential customers.

  2. Developing targeted digital advertising campaigns on platforms like Google Ads, Facebook, LinkedIn and other relevant channels.

  3. Implementing email marketing campaigns to nurture leads and encourage conversions.

  4. Optimizing website content and structure for search engines (SEO) to improve visibility and drive organic traffic.

  5. Managing social media accounts to build brand awareness, engage with followers and promote SaaS offerings.

  6. Conducting market research and competitor analysis to identify opportunities and refine marketing strategies.

  7. Implementing marketing automation tools and workflows to streamline processes and improve efficiency.

  8. Collaborating with design teams to create visually appealing assets such as infographics, presentations and landing pages.

  9. Tracking and analyzing key performance metrics to measure the effectiveness of marketing efforts and make data-driven decisions.

  10. Providing strategic guidance and consulting services to help SaaS companies navigate challenges and capitalize on growth opportunities.

Why hire a SaaS marketing agency?

Here are 5 great benefits of hiring a SaaS marketing agency:

1. Expertise and specialization 

SaaS marketing agencies bring specialized knowledge and experience in promoting software products, allowing them to develop tailored strategies that align with the unique needs and challenges of SaaS businesses.

2. Cost efficiency

By outsourcing marketing activities to a SaaS marketing agency, companies can often achieve cost savings compared to hiring and maintaining an in-house marketing team. Agencies can provide access to a diverse range of skills and resources without the overhead costs associated with full-time employees.

3. Scalability and flexibility

SaaS marketing agencies offer scalable solutions that can adapt to the changing needs and growth stages of a business. Whether it’s scaling up campaigns during peak periods or adjusting strategies in response to market shifts, agencies can provide the flexibility needed to support business growth.

4. Access to advanced tools and technologies 

SaaS marketing agencies typically have access to a wide range of advanced marketing tools and technologies that may be cost-prohibitive for individual companies to invest in. This includes analytics platforms, marketing automation software, and data management systems, enabling agencies to optimize campaigns and drive better results.

5. Focus on core competencies

By outsourcing marketing responsibilities to a specialized agency, SaaS companies can free up internal resources and focus on their core competencies, such as product development, customer support, and innovation. This allows businesses to allocate their time and resources more efficiently, ultimately driving overall growth and success.

How to choose a SaaS marketing agency?

5 criteria to consider when choosing a SaaS marketing agency

Here are 5 criteria to consider when selecting a SaaS marketing agency to partner with: 

1. Niche knowledge and expertise

Choose a SaaS marketing agency that knows the software industry inside out. Look for specialists who’ve nailed campaigns for similar companies. Their focused expertise can give your marketing efforts the edge they need to shine.

2. Creativity and innovation

Look for a SaaS marketing agency that brings fresh ideas and innovative approaches to the table. Creativity can make your campaigns stand out in a crowded market and capture the attention of your target audience. 

3. Measurable results

At the end of the day, you’re after results. Look for agencies that focus on delivering real, measurable outcomes and have happy customers to back it up.

4. Similar company vibes

You’ll be spending a lot of time collaborating, so make sure you’re on the same wavelength. Choose an agency whose style and values match yours.

5. Communication is key

Make sure the agency is good at keeping you in the loop and is easy to reach when you have questions or ideas.

Partner with Uplift Content

We work with high-growth B2B SaaS companies like ClickUp, Calendly and Okta. Let’s chat about how we could partner. Book a call with us now

Video Testimonial Software: Top 5 Tools for SaaS

Video testimonials are convincing, but which software should you use? In this post, we review 5 video testimonial software tools so you can pick the best option for your needs.

Video testimonials influence purchasing decisions every day. In fact, 77% of people who have watched a company’s testimonial video say that it has played a role in convincing them to buy the product or service. But with a plethora of video testimonial software tools out there, how do you choose the right one for your SaaS company? 

In this post, we’ll walk you through the top 5 video testimonial software contenders: Vocal Video, VideoAsk, Vouch, ShoutOut and Laudable.

Top 5 video testimonial software tools for SaaS

Video testimonial software option 1: Vocal Video

Vocal Video

Vocal Video is an all-in-one platform for collecting, editing, publishing and sharing testimonial and review videos. It simplifies the process of capturing authentic video feedback from customers, employees, influencers and other key audiences, helping businesses build trust and boost conversions.

Best for: Small businesses, marketing agencies and enterprise companies

Notable clients: Google, Dropbox, Unbounce

Features and benefits

  • Easy video collection
  • Automatic video production
  • Intuitive editing tools
  • Beautiful galleries and embeddable video players
  • Integrations with Slack, Google Docs and Salesforce
  • A free plan

Shortcomings

  • Limited customization options
  • No transcription or translation features

Pricing

Vocal Video offers a free plan, a $39/month Plus plan for small teams, a $119/month Pro plan for advanced branding and custom pricing for large organizations.

Video testimonial software option 2: VideoAsk

VideoAsk

VideoAsk is an all-in-one platform that simplifies the process of gathering video testimonials, conducting asynchronous interviews and fostering engaging conversations. It’s ideal for small business owners, marketing managers and HR professionals looking to collect video testimonials.

Best for: Businesses of all sizes

Notable clients: HubSpot, Grammarly, Canva

Features and benefits

  • Easy video collection
  • Automatic response capture
  • Customization and branding options
  • Integrations with Slack, Google Docs, Salesforce and other tools

Shortcomings

  • Limited AI capabilities
  • Editing constraints

Pricing

Flexible pricing with monthly or yearly billing options. Monthly plans start at $0/month and yearly plans start at $24/month. 

Video testimonial software option 3: Vouch

Vouch

Vouch helps businesses collect and share impactful video testimonials from their customers. It’s a user-friendly tool for boosting credibility and conversions with customer stories.

Best for: Tech companies, teams and large organizations

Notable clients: Amazon, Canva, Cisco 

Features and benefits

  • AI-powered recording
  • Customizable experience
  • Share everywhere
  • Video or screen recording
  • Calendar reminders 

Shortcomings

  • Text-based questions
  • Unnecessary contact addition

Pricing

Starts at $600/month or $7,200/year. Custom pricing and support is available to larger businesses.

Video testimonial software option 4: ShoutOut

ShoutOut

ShoutOut allows businesses to collect, curate and convert authentic video testimonials. It also simplifies the process of leveraging social proof to boost conversions and brand advocacy.

Best for: Entrepreneurs and creators

Notable clients: Fiverr, Upwork, Guru

Features and benefits

  • Automated video production
  • Cloud-based collaboration
  • Template-based workflow
  • Sentiment analysis
  • Video gallery and playlists
  • Text and name captions

Shortcomings

  • Limited customization options
  • Limited widget embeds

Pricing

Ranges from $12/month for a basic plan to $13600/year for an enterprise plan.

Video testimonial software option 5: Laudable

Laudable

Laudable helps businesses find and leverage customer proof to win more deals. It offers two main solutions: video testimonial services and auto stories software, a tool for “unlocking customer stories hiding in your call recordings.” It’s a great option for B2B companies looking to leverage customer proof to boost sales and marketing.

Best for: B2B companies, especially those with sales teams that rely on customer success stories

Notable clients: Mailchimp, Hootsuite, SEMrush

Features and benefits

  • Happy customer discovery integrations (Gong, NPS, reviews, intake form)
  • Branded video design template
  • B-roll
  • Raw footage
  • Platform seats

Shortcomings

  • More expensive than other options
  • Limited customization

Pricing

Starts at $22,500/year for 8 interviews and 16 videos.

What is video testimonial software?

Video testimonial software simplifies collecting, editing and showcasing happy customers in the form of reviews, testimonials and case studies. It helps you capture, edit and share powerful stories for your brand.

With the right video testimonial software, you can:

  • Send automated email requests for video submissions
  • Offer simple recording options for your customers
  • Add branding and captions to your testimonials
  • Share them seamlessly across your marketing channels

How to select the right video testimonial software

3 criteria for choosing testimonial software

Choosing the right video testimonial software can be overwhelming with so many options on the market. But by focusing on just three key criteria, you can streamline your search and find the perfect match for your needs.

1. Tailored workflow and customization

Why it matters: Every business has its unique process for capturing and using testimonials. Look for software that adapts to your workflow, not the other way around. This includes features like:

  • Automated email invites: Save time by sending automated, yet personalized, requests for video submissions.
  • Flexible recording options: Allow customers to record on their preferred device.
  • Intuitive editing tools: Easily add branding, captions and music to enhance your testimonials.
  • Customizable dashboards: Organize your video library according to your specific needs.

2. Comprehensive insights and analytics

Why it matters: Data is your friend. Go beyond collecting testimonials and gain valuable insights into customer sentiment and engagement. Look for software that offers:

  • Advanced analytics: Track views, clicks and conversions across different channels.
  • Sentiment analysis: Understand the emotional tone of your testimonials and identify areas for improvement.
  • A/B testing: Experiment with different video formats and CTAs to optimize your results.
  • Reporting features: Generate detailed reports to share with stakeholders and measure ROI.

3. Seamless integration and scalability

Why it matters: Your testimonial software shouldn’t exist in a silo. Choose a tool that easily integrates with your existing martech stack and can grow alongside your business. Consider:

  • Third-party integrations: Connect easily with CRMs, email marketing tools and social media.
  • Scalable plans: Choose a subscription that adapts to your budget and future needs.
  • API access: For advanced users, consider the ability to build custom integrations for specific workflows.

Why is video testimonial software important?

Video testimonial software is important because it helps automate components of the video testimonial process. It speeds up the delivery of a final video, and it is a smoother user experience for both you and your customer.

Why are video testimonials important? 

5 ways video testimonials benefit your company

Video testimonials can benefit your sales and marketing initiatives in the following ways:

1. Boost credibility

Authentic customer voices build trust and rapport far faster than any sales pitch. They humanize your brand and validate your claims.

2. Develop emotional connection

Seeing real people benefiting from your product triggers empathy and desire, making your brand relatable and desirable. It shows how your product solves real problems and improves people’s lives.

3. Provide social proof

When your customers sing your praises, doubts vanish and confidence swells. Testimonials showcase social proof, reassuring potential customers that your product delivers value.

4. Showcase impact

Video testimonials show your product’s real impact through happy customers. They demonstrate powerful features and tangible benefits, building trust and credibility by showing concrete results. This proves your product’s value and directly drives sales.

5. Increase engagement

Video testimonials are inherently more engaging than text, grabbing attention and holding it, leading to higher conversion rates. They keep viewers invested and eager to learn more.

How do you make a video testimonial?

Crafting a compelling video testimonial doesn’t have to be a complicated process. Here’s a simple roadmap to success:

1. Choose your tool

Opt for video testimonial software with features like automated invites, easy recording options and intuitive editing tools. This simplifies the process and saves you time.

2. Identify your heros

Select satisfied customers who embody your target audience and can authentically share their positive experiences. Think beyond just happy clients; consider showcasing customers facing specific challenges your product or service solved.

3. Craft compelling questions

Prepare open-ended questions that guide the conversation without sounding scripted. Focus on uncovering their pain points, the solutions they purchased and the financial and emotional impact of the results. 

4. Record and edit

Good video testimonial software streamlines recording and editing. It also includes simple built-in tools for capturing and polishing testimonials.

5. Share and amplify

Publish the video testimonial across your website, social media channels and marketing materials. Encourage viewers to engage with the story and learn more about your offerings.

How do you encourage customers to participate in video testimonials?

4 ways to get customers to participate in a video testimonial

You can encourage customers to participate in video testimonials in the following ways:

1. Reach out proactively

Send personalized emails or in-app messages inviting satisfied customers to share their experiences.

2. Incentivize participation

Offer discounts, gift cards or swag to encourage participation.

3. Make it easy

Use video testimonial software that simplifies the recording and submission process for your customers.

4. Respond and engage

Thank customers for their feedback and respond to their comments to build stronger relationships.

Remember, the most powerful testimonials are genuine and authentic. Focus on capturing real stories of customer success and let the power of their voices do the selling for you.

Need a written customer story to go with your video?

Your prospects and leads absorb information in different ways. Some like to watch a video testimonial while others prefer to read a customer story. 

At Uplift Content, we write customer stories for SaaS companies like ClickUp, Calendly and WalkMe.

Check out our customer story writing service.

How to Create Successful Case Study Videos—with Jeanne Nitschke 

Case study videos can be powerful, and extremely effective—and they’re gaining in popularity. Join Motive’s Head of Customer Marketing Jeanne Nitschke for a behind-the-scenes look at the case study video production process, from initial consultation to final cut.

Creating impactful case study videos has been the focus of Jeanne Nitschke’s first 8 months as Head of Customer Marketing at Motive, a fleet operations platform provider. 

These case study videos are sizeable productions, with in-house and local crews and multiple cameras (including a drone!). Each shoot requires careful planning, coordination and execution.

I recently asked Jeanne to take me behind the scenes of her case study video production process. In a candid and insightful conversation, Jeanne detailed each of her steps, including how she: 

  • chooses which customers to profile
  • plans the 2-day shoot
  • ensures the people she interviews are at ease and the stories she captures are authentic

Jeanne also offers 3 tips for producing successful case study videos—actionable advice that anyone dipping their toes into video production can use, no matter what the production size.

Interview with Jeanne Nitschke, Head of Customer Marketing, Motive

Jeanne Nitschke, Head of Customer Marketing, Motive

Name: Jeanne Nitschke
Job title: Head of Customer Marketing
Company: Motive
Previous companies: CloudBees, Lexmark International
Hometown: Watertown, Massachusetts, USA
Degree: BA, Journalism

Fun facts about Jeanne:

⛱️ Vacation you’re dreaming about: Mediterranean cruise for my honeymoon this year 
🎵 Your favorite musician/band is: Journey
🎞️ Your all-time favorite movie is: Shawshank Redemption
👪 You’re a parent to: Nicole, an amazing 22-year-old transgender woman, and 3 step-children 
🗨️ One of your all-time favorite quotes is: “Move energetically toward the greatest good you see and be willing to be redirected.” 
🎁 Your most treasured possession is: My grandmother’s antique vase

Please introduce yourself and what you do.   

I’m Jeanne Nitschke, Head of Customer Marketing at Motive. Since I started with Motive 8 months ago, I’ve traveled over 20,000 miles and met with over 100 customers.

Why was it important for you to meet so many of your customers right away? 

In my customer marketing role, it’s important for me to meet my customers for two reasons. One is to build authentic relationships. And second, for me, coming into a completely new industry, I needed to see it to understand it.

Motive’s customers work in construction, oil and gas, agriculture and trucking—industries that are running our physical economy and are in tangible environments that I have no experience with. 

Getting to know these customers, their industries and seeing those operations was important for me to do right out of the gate. It’s been exciting and also humbling to see and learn about what our customers face every day.

I am building Motive’s customer marketing and customer advocacy function from the ground up. We had some customer stories already, but no case study videos at all.

We’re also going upmarket—Motive has been known for supporting small businesses and commercial organizations. But as technology has advanced and AI has come into play, we are at scale now with massive enterprise customers that are outfitting their entire fleets of vehicles and equipment with Motive technology.

How do you select customers for case study videos?

We start by looking at our customers and the types of case study videos we want. We want to feature larger customers who represent the scale that we can support. We want visual stories. I also choose customers to feature that represent the company’s aspirational goals around product adoption and industry growth. 

We also need customers who are comfortable in front of a camera, and customers who can legally allow us on-site—sometimes we can’t go on-site for privacy, security or safety reasons. We have a lot of criteria and select the customers carefully.

From there, I talk with Motive’s CSM about our target customer’s account:

  • What products are they using?
  • What challenges are we helping them solve? 
  • What results are they seeing? 
  • How is the partnership with Motive today? 
  • Who is your customer champion and what’s their persona and personality?

Assuming all of those things are in a match, the CSM introduces me to the customer. I have an initial conversation with the customer about what we’re hoping to accomplish and what participating in the case study video would mean for them. We also talk about the approval process at their company and I ask for an introduction to their communications lead at the outset.

What ARE the benefits for the customer of participating in case study videos?

All of our customers have safety as their number one priority. In our case study videos, we want to shine a spotlight on the incredible work they are doing around safety.

That’s valuable for a reason you might not anticipate. Recruiting and retaining drivers and employees at many of these companies is difficult. When a company makes a significant commitment to safety, it supports recruiting new employees and retaining existing ones.

We also commit to giving them all the case study video footage and still photography for their own unlimited use. Many of these companies might not be able to produce that level of video, photography or drone footage on their own. 

I would estimate the value of these videos, photos and footage at $40,000 or $50,000, so it’s significant. We have a full crew, including a still photographer, camera operators, director and producer, someone doing lighting and sound, a gaffer and a drone operator. It’s a two-camera shoot. We roll in with a lot of people and a lot of equipment. It can be intimidating and so I make sure to set expectations with our customers of what the experience will be like. 

This is underestimated in our industry, but when someone walks onto a set for the first time, the amount of equipment is overwhelming. And it’s equipment most of our customers have never seen before. That’s scary.

To help overcome that, in advance of showing up on site, I explain to the customer what they’re going to see when they step onto the set, and that my job is to make that disappear for them. 

All they need to focus on is looking at me and having a conversation. If I’m doing my job right, the rest fades away. The greatest compliment is when they say, ‘I forgot the camera was there.’ That’s one of the starting points that makes a great video case study.

Tell me about the logistics involved in a case study video shoot of that scale.

We ask our customers to sign a location agreement, allowing us to be on their property with video and photography equipment. 

We then organize a pre-call where we talk about what will happen, what we need, the space we require and the type of people we’d like to interview. We also need to understand the location to make sure we adhere to FAA regulations for the drone.

Often we work with agencies to help us find crews in the areas; our customers are not often located in major metropolitan areas.  

How do you structure the shoots? How much time do you require?

On Day 0, we scout the location for about an hour. We usually receive photographs or videos in advance, so we do have a sense of the lay of the land. On the initial site visit, we walk around and lock in on where we want to conduct the case study video interviews, where we might use the drone and where to gather B-roll.   

We often rent equipment and so after the site visit, the crew has a ton to do to get it ready, and to plan how they’re going to set it up the next day. On Day 0, we also lock in the shoot schedule.

The next morning we arrive on site somewhere around 10 a.m. Set up is typically 2 to 3 hours—because of the complexity of many of these sites. That also gives us time for the crew to have a break. We bring in breakfast and lunch for everyone.

We usually start shooting at around 1 p.m., depending on how many interviews we have planned. On some sites, I’ve interviewed two people for the video case study, and others, up to six.

I don’t typically give questions ahead of time. It’s a controversial topic in customer marketing. You want to give the customer enough in advance so that they feel prepared, but I also don’t want them to over-prepare. Authenticity is important. I do give them themes and some direction on the metrics and the benefits that we’d like them to be able to talk about.  

Usually, the interviews are around 45 minutes each, with a 15-minute buffer in between. After each interview, the crew backs up the footage, resets equipment and checks the lighting.

That evening sometimes we’ll gather B-roll at golden hour, just before sunset—or at the crack of dawn the next day. And that’s often when we do the drone footage too.

That’s typically the flow, Day 0 through Day 1 ½.

That’s a major production!

It’s massive. We also have a still photographer for behind-the-scenes shots, portraits and headshots of all the people that we’re interviewing. At the same time, we’re building our stock photography library. Stock photography is incredibly expensive, and there’s the risk your competitor will use the same stock images. We shoot the customers’ vehicles and equipment, but we also take shots that are industry-related with no logos in them.

It takes a village when it comes to case study videos

I can’t and don’t do it all alone. At Motive, it’s a team effort with our creative services team. They’re experts in so many things that I’m not, and vice versa. They can see and hear things that could impact the video quality that I would never hear or see. 

In truth, we are all storytellers but we bring different experiences and skill sets to the project. For example, I might love a sound bite but we might need to cover it with B-roll. The clips I choose for the script might not flow as well with the visuals once we see the rough cut. 

Circling all of this is the importance of the customer experience with the entire process. Always remember, and remind your production teams, that the experience of the shoot is equally as important as the footage they capture. 

I’ve gotten a few shocked faces when I’ve said that to my crews. Your customers are not actors. And they shouldn’t be treated like actors or expected to operate on set like actors. 

By the way, I don’t create all customer videos with a full production crew. Who has the budget for that? I also use ShoutOut for rapid, authentic remote capture videos with customers. 

We could have another whole interview about what happens once we have a first cut for the customer. We’ve only covered perhaps one-third of the process. But that’s a conversation for another day.

Do you have any other tips for people planning case study videos?

1. The story has got to be authenti

It has to be the customer’s story. When we do that right, we win by default. That’s always been my approach. There’s got to be mutual value.

2. Help the customer become comfortable

When someone first sits down in that chair, often the crew is still tweaking lighting and camera angles. Don’t wait. Start talking about anything—their family, their hobbies, their shirt, the weather—anything other than what’s happening around them.

Get their focus on you and the nervousness will fade. Before you know it, you can start the interview without them necessarily realizing that cameras are rolling.

3. Don’t leave anything on the cutting room floor

I make an anchor video that is often long—maybe 4 minutes. Then I typically do 2 to 3 cutdowns of about 30, 50, 90 seconds for various channels, as well as a video of each person I interviewed. 

Sometimes there’s a thread that would never make it into a final cut that is a really critical message for a segment of our business. I clip that out and make sure that our teams know that can be used independently of the full cuts.

Each interviewee has their own story to capture, but they also align to different personas. For example, a story of a director of fleet safety will resonate with directors of fleet safety. I also slice out the most amazing quotes in the video—those are the magic nuggets. I never leave anything on the cutting room floor.

Thanks for spending time with us!

Thanks to Jeanne for taking us behind the curtain – I mean – camera – for a look at her video case study productions—and thank you, reader, for spending part of your day with us. I hope you enjoyed my chat with Jeanne as much as I did.

Here’s how you can connect with Jeanne:

Want to read more about customer marketing and case studies? 

Check out these related Uplift blog posts: 

P.S. Want more customer marketing insights?

If you’d like access to more customer marketing insights like this, sign up for our newsletter to catch all of our interviews with customer marketing leaders. 

No spam, we promise—just two value-packed newsletters about customer marketing and case studies every second Monday. 

Plus, if you’re also interested in content marketing, you can opt-in to receive two more monthly newsletters on alternating Mondays where we chat with leading content marketers.

And just in case you missed it, check out our 2024 Customer Story Trends & Insights Report, where we surveyed 115 customer marketers to gather their insights and experiences with customer stories.

Here’s a preview:

Sign up for our newsletter to catch all of our interviews with customer marketing leaders.

Back to Top