Marketing with Stories Blog
Guidelines for Sharing Customer Success Stories on LinkedIn
Customer success stories should be a key part of your content marketing strategy. They set you apart from the competition and provide real-world proof of the value you deliver. And in 2025, with AI-generated content on the rise, sharing authentic customer success stories on LinkedIn is more important than ever for building credibility and trust.
Case Studies, Success Stories, Testimonials and Reviews - What's the Difference?
Think about how you research a product or service. Whether it’s checking online reviews before making a purchase or reading customer experiences, you want proof before making a decision. B2B buyers are no different. They use the same behaviors to vet solutions at work that they use as consumers—reading case studies, looking at reviews, and relying on customer proof to guide their choices. In B2B marketing, case studies are one of the most effective types of content for converting and moving prospects through the buying journey
Are Your Testimonials Polite Praise or Powerful Proof?
“Everyone is so happy with the completion of our big project implementation. Sure, there were a few problems to troubleshoot along the way, but your team stuck with it and performed brilliantly. We now have a system that is operating at capacity and is creating the real-time results that we need to meet our goals.” This client quote could be about any business in any industry. It says everything and nothing at the same time.
How a Thoughtful Interview Process Draws Out Impactful Client Stories
If you ask, your clients are generally happy to put out a good word for you. They might refer you to their friends and colleagues, respond to customer satisfaction surveys with high marks, or even leave favorable reviews on Google or Facebook. Unfortunately, while this feedback is positive, it often falls flat. It doesn’t guide the reader through a compelling narrative—a story with a clear beginning, turning point, and resolution—that’s crucial for activating empathy. And empathy is what makes stories stick.
The Double Value of Client Stories
When I interview customers on behalf of my clients, I often uncover unexpected insights—moments that reveal what truly matters to the people they serve. These interviews provide a double value: they create marketing stories that build trust and uncover actionable insights that help businesses improve how they serve their customers.
Where to Look for Customer Success Stories
Case studies can play a crucial role in your 2025 content strategy, but it all starts with finding the best customer success stories to tell. These stories aren’t just about filling up your blog or feeding your social channels—they capture the moments where your work solved a real problem, exceeded expectations, or helped clients achieve something meaningful. They demonstrate the impact your work has had—solving real problems, exceeding expectations, and helping clients achieve meaningful results.
Build Trust and Stand Out with Client Stories in 2025
There’s nothing more powerful in the buyer’s journey than evidence from customers that a company delivers on its promises. Including client case studies and success stories in your 2025 content plan ensures you provide the proof buyers need to make confident decisions.
First Steps to Take to Promote Your Customer Success Story
You just published a client success story on your website. As you look at the text on the web page, you recall all the effort that went into the piece. It’s not always easy to get people to open up, but not only did you get a unique angle with which to describe the outcome of your work, you also got some great insights about your client’s experience that you can take to your team. Now is no time to sit back and bask in your client’s glowing words. It’s time to get to work to promote your success story.
Unwrap Your Client Success Stories
Customer success stories should be in every company's marketing strategy. The usual format takes you through three phases: the situation, what the vendor did, and the outcome. It’s common to focus on the middle phase and blow your own horn talking about yourself and your work, but there’s a different way to tell your client stories that will enable sales and guide your prospect to a decision.