Gartner Research

Tech Go-to-Market: Modularize the Customer Reference Story to Maximize Impact and Return

Published: 21 November 2017

ID: G00342380

Analyst(s): Rob Addy , Derry Finkeldey


Customer stories are one of the most powerful tools T&SPs can use to increase trust and engagement, yet few make best use of these hard-won and precious assets. Technology product marketing leaders should modularize reference stories by applying 12 recommended content types to drive sales.

Table Of Contents


  • 12 Content Types You Can Use to Construct an Asset Set for Every Customer Story
  • Potential Story Themes for Inclusion Within the Elements of the Case Study Content Set
  • Summary and Recommendations

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