Why Even Great B2B Companies Struggle with Customer Story Programs (And How to Fix It)

As someone who's built customer story programs from scratch at companies like ClickUp and ON24, I've seen firsthand how even the most successful B2B companies struggle to consistently produce powerful customer stories. The truth? Having impressive logos isn't enough - you need a systematic approach to turn happy customers into compelling success stories.

Here are the three biggest pitfalls I've observed, and more importantly, how to overcome them:

1. Treating Customer Stories Like One-Off Projects Instead of Pipeline

Here's a familiar scenario: Your company has an impressive customer list, but when sales asks for relevant case studies, you're left scrambling. The root cause? No dedicated strategy for building and maintaining a story pipeline.

Just like sales, customer story development is a numbers game. You need a consistent flow of potential stories at the top of your funnel, knowing only a percentage will convert to published pieces. Success requires:

• A clear strategy for identifying potential customer stories

• Defined ownership and accountability

• Systematic processes for qualification and outreach

• Persistent follow-up and relationship building

2. Getting Derailed by Predictable Roadblocks

Let's be honest - developing customer stories with enterprise clients is complex. You'll face delays waiting for introductions, multiple review cycles, and final approvals. Internal bottlenecks like writing and design resources can further stall progress.

The key is anticipating these challenges and having a plan to overcome them:

• Build buffer time into your timelines

• Develop playbooks for common obstacles

• Maintain consistent communication with stakeholders

• Create clear escalation paths for stuck projects

3. Missing the Strategic Connection to Go-to-Market

Perhaps the biggest missed opportunity? Creating customer stories that don't align with your company's strategic priorities. I've seen teams invest significant resources in developing stories that end up collecting dust because they don't support current marketing campaigns or sales initiatives.

To avoid this disconnect:

• Align story development with GTM priorities

• Document specific use cases needed by sales

• Create comprehensive launch plans for new stories

• Build promotion playbooks for marketing and sales teams

• Track and measure story utilization and impact

Transform Your Customer Story Program

Having led customer marketing at companies like ClickUp, ON24, and Nextiva, I've developed a systematic approach to building sustainable customer story programs that actually drive results. The key is treating customer stories as a strategic program, not a one-off marketing project.

Whether you're looking to revamp your existing program or build one from scratch, success comes down to three core elements:

1. Strategic identification of the right customer stories

2. Systematic development process that overcomes common roadblocks

3. Clear connection to revenue-driving activities

Ready to transform your customer story program? Let's talk about building a systematic approach that works for your team.