The path of the buyer’s journey isn’t direct. They need the right content at the right time.

Content Development Services

Documenting and sharing your customer reference stories has never been more important at every stage of the sales cycle. Sales needs content to open doors and dialogues, to communicate compelling differentiators and provide tangible, quantifiable results to influence decisions and close deals. Point of Reference offers a variety of video, audio and written content products to fit any need, including our exclusive offerings, TruPoints™ and Customer Reference Forums.

Content by Sales Stage

Early Stage

Video Testimonials Short, catchy videos to grab attention and motivate viewers to action

Customer Videos

Details
30 second-3 minute customer videos covering 3-5 topic areas made with professional grade equipment, crew and effects.

Uses
Tradeshows, sales presentations, the corporate website.

Podcasts Demonstrate thought leadership and convey important messaging.

podcast

Details
Up to 5 minutes, although they could be longer depending on content. These typically feature your customer(s) along with company subject matter experts.

Uses
YouTube, iTunes, the corporate website

Written Success Stories No need to wait for results if you’ve got a great win story to share.

reference forums

Details
Concise, 1-page overview of a client still too new to have measurable results. However, their business problem and the choice of your solution have intrinsic value.

Uses
Sales leave behinds, corporate website, marketing campaigns

Middle Stage

Video Testimonials Expanded testimonials to provide more compelling details in an engaging manner.

customer videosDetails
More in depth 3-5 minute videos that tell more of the story and potentially show your solution in action.

Uses
Tradeshows, sales presentations, the corporate website

Written Case Studies Results oriented studies that provide a concise yet thorough customer story.

written deliverablesDetails
Results-centric 2 page studies of clients that have achieved measurable results in cost-savings, revenue growth, risk mitigation or compliance.

Uses
Sales leave behinds, corporate website, marketing campaigns

Written Industry Composites Convey your industry expertise in the context of your customers’ success.

written deliverablesDetails
5-8 page studies profiling 4-6 of your clients with a given industry. Illustrate how your solution solved the most pressing challenges in their industry leaving no doubt about your expertise and understanding of that market.

Uses
Sales leave behinds, corporate website, marketing campaigns

Late Stage

p_exclusive_callout
TruPoints™ Customer reference interviews designed and conducted to replace live reference calls.

Details
One-on-one interviews with a single customer. Covers 8-12 due diligence topic areas. Use any time with no impact to a customer’s calendar. Eliminate over 85% of live calls and related time spent on call logistics.

Uses
Designed to be thorough and transparent and replace live reference calls.

p_exclusive_callout
Customer Reference Forums Q&A conference calls featuring one client but benefiting many prospects.


Details
Facilitated and recorded conference calls featuring one customer and many prospects, which we plan and facilitate. The live events are particularly effective in meeting the avalanche of month/quarter/year reference demand. We record, group questions by topic and host the recordings for anytime sharing.

Uses
Shared as a more efficient approach to providing due diligence opportunities live and as replays.

ROI Case Studies These are deep dive financial analyses that Marketing Operations executives and CFOs love.

written deliverablesDetails
These 8-10 page financial analyses fully quantify the benefits of your solution. ROI studies involve both a business analyst and creative writer to produce a numbers-driven, yet engaging story of business impact.

Uses
Sales leave behinds, corporate website, marketing campaigns