In this, the 9th episode of Misadventures in Marketing, Peter Farago and Steve Haney discuss the role of reference customers in B2B tech marketing, emphasizing the importance of how they can help prospects build trust and credibility in a new start-up. They explore the nuances of corporate culture, the challenges of creating effective case studies, and the dynamics of sales relationships when it comes to Marketing interfacing with their accounts. The conversation highlights the significance of customer advocacy and emphasizes the role of empathy in customer relationships to create meaningful customer stories. While the nature of reference customer engagements continues to rapidly evolve, they continue to be necessary and vital to drive revenue growth in technology startups. Start-ups just need to foster genuine connections with their reference customers that go beyond transactional interactions.

About Misadventures In Marketing:

The American Marketing Association San Francisco Chapter presents Misadventures in Marketing, a podcast about high tech marketing in Silicon Valley, focusing primarily on marketing challenges in early stage technology startups. Hosts Peter Farago, a career high tech marketer and Steve Haney, a fractional CMO, chat weekly about marketing practices in high tech, the latest martech product news, their experiences from the front lines and interviews with their CMO friends and marketing colleagues.

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

Hosts: Peter Farago and Steve Haney

Social Media Marketing: Ian Robinson Lambert

Editing: Lorenzo Fernandez-Kopec (Peakbound Studios), Marisa Gabriela Ramos

Production: JulieAnn Bornales

#start-ups, #high tech, #misadventures in marketing, #MiM, #marketing, #technology startups, #Silicon Valley, #CMO, #marketing strategy, #innovation, #case studies, #business challenges, #leadership, #company culture, #tech giants, #marketing, #corporate culture, #reference customers, #case studies, #trust building, #B2B marketing, #customer advocacy, #sales relationships, #technology startups, #customer success, #technical sales, #customer relationships, #empathy, #marketing, #trust, #executive visibility, #customer stories, #reference customers, #technology, #B2B