Peter Barton
Editor-in-Chief
ProofPoints Inc
May 2024

Finding the right voice for every customer story

At Inevidence, we specialize in advocacy marketing, helping some of the world's leading tech companies tell compelling stories through their customers. It's a fascinating space to work in, but it comes with its own set of challenges. How do we ensure that every story is unique, engaging, and aligned with a brand's voice while maintaining efficiency and consistency? That's the balancing act we navigate every day.

The challenge of telling authentic stories

One of the biggest hurdles we face is making sure each story feels personal and not like a mass-produced piece of content. Every customer we interview has a unique experience, and our job is to bring that to life in a way that resonates with a broader audience. At the same time, we have to stay within brand guidelines and maintain a level of consistency across all the content we produce.

Another key challenge is finding the right people to help us tell these stories. We work globally, which means we need skilled writers and interviewers who can engage customers in multiple languages and cultural contexts. It's not just about translation-it's about understanding the nuances of storytelling in different regions and industries.

We need to balance efficiency with authenticity, ensuring every customer story feels personal and not like a factory-produced case study.

Adapting to a changing landscape

Our industry is constantly evolving. While we may not be undergoing a dramatic transformation, we are continuously refining our approach. A decade ago, we were far less global than we are today. Now, we have the ability to deploy resources anywhere in the world at any time. That means we need to be more streamlined in how we produce content while still delivering a high level of service.

Technology is playing a bigger role in how we work. AI-backed productivity tools are becoming more integrated into our processes, helping us manage projects more efficiently. But at the end of the day, we're a service organization. Our success depends on how well we connect with people-both our clients and their customers. That human element is something we never want to lose.

We're constantly evolving-finding new ways to be more efficient while staying true to the human element of storytelling.

The power of advocacy marketing

Our work plays a crucial role in building trust in new technology. The companies we work with are often at the cutting edge of innovation, and their customers are among the first to adopt new solutions. By sharing their experiences, we help create confidence in these technologies, encouraging wider adoption.

Without advocacy marketing, the adoption of new technology would likely be slower. People trust real-world examples more than marketing claims alone. By showcasing how businesses are successfully using new tools and solutions, we help bridge the gap between innovation and trust.

Breaking language barriers

Most of our interviews are conducted in English, as it's the common business language in many regions. However, there are times when customers prefer to speak in their native language. That's where real-time interpreting comes in. We've started using professional interpreters-similar to those used at the United Nations-to ensure that language is never a barrier to a great conversation.

Finding qualified interpreters on short notice can be a challenge, but it's a crucial part of delivering a seamless experience for both our clients and their customers. The feedback we've received so far has been overwhelmingly positive. Customers appreciate being able to express themselves in their own language, and our clients value the added level of professionalism.

Looking ahead

The future of advocacy marketing is all about striking the right balance between efficiency and personalization. AI tools will continue to play a role in streamlining our processes, but the human touch will remain essential. We're exploring new ways to enhance storytelling-whether through video, podcasts, or interactive content-while ensuring that every piece feels authentic and engaging.

The future of advocacy marketing lies in blending AI-driven efficiency with the irreplaceable human touch of great storytelling.

As we move forward, our focus will be on delivering more local, personalized experiences while maintaining our global reach. That means investing in better storytelling techniques, expanding our language capabilities, and finding new ways to connect with audiences. The goal is to make every customer story not just informative, but truly memorable.

Read more below: