Join senior customer advocacy strategist Daniel Palay as he dives into what kinds of customer-driven content genuinely supports the sales process. Learn how to move beyond generic “customer stories” and create assets that pipeline teams will actually use — and that will deliver measurable return.
What You’ll Learn
- How to define content value from a sales / pipeline lens: what metrics matter and how to attribute them.
- Frameworks for measuring the contribution of customer-advocate assets to sales outcomes (e.g., pipeline influence, close-rate uplift).
- Which types of customer content tend to deliver the most impact (case studies, reference calls, video testimonials, advocacy assets) — and how to prioritize them.
- Practical tips for aligning advocacy-led content creation with sales enablement & revenue goals.
- How to build internal buy-in for customer-content programs by speaking the language of sales and ROI.
Why Customer Content Matters
Too many customer-marketing teams produce beautiful content that ends up unused by sales. This session helps bridge that gap. By connecting your content investments to real business outcomes, you can make advocacy programs a growth engine rather than a nice-to-have.
Who Should Watch
- Customer marketing, customer advocacy, and content teams looking to demonstrate value and align with revenue.
- Sales enablement and sales leadership looking for stronger customer-led assets to drive deals.
- Marketing leaders tasked with content strategy, ROI measurement, and tighter alignment between marketing and sales.
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