How We Get More Out of Every Customer Story

Hey 👋

For the longest time we treated case studies like a checkbox.
We would run an amazing interview with a customer, write a beautiful PDF, maybe post a link on LinkedIn once, and then it would quietly disappear into a Resources page on our website.

That never felt right to me. These were not just marketing assets. They were stories of real customers, solving real problems, and seeing real results with our product. But hardly anyone outside our team ever got to see them.

I remember looking at our library of case studies one day and thinking, “We have proof that our product works, sitting here unpublished in any meaningful way.” That was the moment I knew we had to change how we shared these stories.

Rethinking How We Share Customer Stories

Instead of treating a case study as a one time project we started looking at it as raw material. Something we could shape into many formats:

• Video testimonials that capture the customer’s energy and passion

• Short social clips that grab attention and create shareable moments

• Quotes and snippets we can use in sales decks, newsletters, and onboarding emails

We started using Descript to turn long interviews into short, powerful assets that we could share quickly and consistently.

What Changed For Us

This approach completely transformed how we work with content:

• Faster turnaround: We can now go from recording to a testimonial that is ready to publish in a single session

• Consistent output: Every interview now produces a main testimonial, several short clips, and written quotes

• Better storytelling: Hearing customers share their own words has more impact than anything we could write ourselves

• Team alignment: Sales, marketing, and customer success now use the same library of proof points which keeps everyone on the same page.

The Bigger Shift

The real transformation is how connected we now feel to our customers. Each story reminds us why we are building this product in the first place. It is easy to get caught up in roadmaps, feature requests, and metrics, but when you see a customer light up as they describe their results, it brings focus back to the impact we are making.

Sharing these stories regularly has created a stronger feedback loop. It motivates the team, inspires new ideas, and builds momentum with prospects. The right testimonial at the right time can turn a casual conversation into a closed deal because it builds trust faster than anything we can say ourselves.

What I Like About Descript

What I appreciate most about Descript is how simple it makes the process.

We can clean up an interview, remove filler words, and highlight key moments all in one place. The ability to edit by working with text instead of a complicated video timeline saves hours.

I also love how easy it is to add captions and create multiple versions of a clip for different platforms. It makes repurposing content something we actually look forward to doing instead of dreading.

My Takeaway

If you are already running customer interviews and creating case studies, do not let them sit in a folder. You are sitting on a library of social proof that can work harder for your business.

Repurpose those stories and get them in front of your audience while they are still fresh. Turn them into videos, clips, posts, and quotes that actually reach the people you want to reach.

Making this shift from case study as a single asset to case study as a content engine has been one of the most impactful changes we have made. If you are serious about building trust and creating momentum, this is one of the most effective ways to do it.

Until next time,
Angelo

P.S. I will be sharing more lessons like this in next week’s newsletter. Make sure to keep an eye on your inbox — I think you will find it just as valuable.