Welcome to the Marketing Technology Podcast, hosted by Elias Crum (digital strategist and owner of Marketing Guys). On this episode of the Marketing Technology Podcast, host Elias has a chat with Evan Huck, the CEO of UserEvidence, about the importance of utilizing customer stories in B2B marketing. Evan’s expertise on the matter comes from his experience as a marketer and business owner. During the interview, Evan stressed the importance of crafting a customer narrative and ensuring it remains consistent across all stages of the buyer’s journey. According to Evan, it is crucial to make customers feel like they are a part of the brand story and not just passive consumers. A powerful narrative helps create an emotional connection with customers that makes them more likely to engage with your product or service. However, creating this emotional connection requires an in-depth understanding of your target audience. One of the major changes happening in B2B marketing today is the evolution of the buyer’s journey. As new generations come into the workforce, their habits and attitudes toward purchasing shift. This means that the strategies that were effective ten years ago might not be as relevant today. Evan advises marketers to research their target audience thoroughly to identify key patterns in their decision-making processes. Once marketers have an idea of how their audience thinks and what motivates them, it is crucial to develop a customer story that aligns with those motivations. Evan notes that this is especially important when marketing to the new generation of buyers, as they tend to be more value-driven than previous generations. One example of a successful B2B marketing campaign that utilized customer stories effectively is the case of Gong.  Evan emphasizes that it’s not just enough to gather customer stories but to also craft a compelling narrative. Evan recommends identifying a customer’s pain points and demonstrating how your product or service can alleviate those concerns. A good narrative is one that tells a story of transformation, where customers can see how their lives have changed after using your product or service. One key aspect of crafting a customer story is to make sure that it remains consistent across all stages of the buyer’s journey. Evan points out that customers need to be convinced at every stage of the funnel. Evan stresses that businesses need to have a consistent message, which means all elements of their brand storytelling need to align, including web copy, email campaigns, social media, and video content. Another important aspect of crafting a customer story is ensuring that it is shareable. According to Evan, customers are more likely to share stories that are memorable and entertaining. To this end, Evan advises that companies focus on creating stories that resonate with their audience emotionally. In conclusion, Evan argues that crafting a customer story is a crucial part of B2B marketing in the 21st century. The Marketing Technology Podcast is brought to you by Marketing Guys, the #1 Martech agency in Europe. LinkedIn Evan: https://www.linkedin.com/in/evanhuck/  Website UserEvidence: https://userevidence.com/    ** Are you a Martech Enthusiast? Subscribe to our 2-weekly newsletter at clubmartech.com ** If you want to be on this podcast or would like to know more about Marketing Technology, visit our website at marketingguys.com or contact Elias Crum at [email protected]