How to Close Trust Gaps in a Trust-Deficient World

The world of the B2B buyer has changed considerably and marketers need to adapt accordingly. We also know that buying groups spend a significant amount of time conducting their own research before even talking to a company’s sales representative. The reason boils down to a lack of trust that needs to be filled. 

Join us as marketing and sales expert Dustin Tysick (VP of Revenue, Testimonial Hero) talks to us about how video testimonials can help to close that trust gap. During our conversation, Dustin explains how the way B2B buying behaviors have changed, and how marketers can build trust and credibility throughout the different stages of the buyers’ journey. He also highlights the pitfalls to avoid, how to ask customers for testimonials, and provides tips on how to ensure that prospects feel confident in choosing your business.

https://youtu.be/5Rx07Kh_D2M

Topics discussed in episode

• Dustin explains why trust is a challenge in B2B [2:09]
  
• Common mistakes and misconceptions when it comes to closing the trust gap in B2B [4:37]
  
• How to create case studies that are NOT BORING [6:20]
  
• How to get the most out of customer research for case studies [7:42]
  
• How “loss analysis” helps to create more effective stories [10:00]
  
• Dustin explains how B2B companies can build trust and credibility through the different stages of the buyers’ journey [14:42]
  
• Dustin’s actionable tips: [18:33]
  
• 
  
  • Build your advocacy pipeline – integrate it into your process 
    
  • Prepare and practice your interviewing skills
    
  • Start small
    
  • Put content in different places to increase the exposure
    
  
  
• How to get customers to agree to being interviewed [22:08]
  
• Metrics that are specific to video testimonials [24:43]
  

Companies and links mentioned

• Dustin Tysick on LinkedIn
  
• Testimonial Hero
  
• Vimeo
  
• Wistia
  
• Vidyard
  
• Influitive upshot
  

SPEAKERS

Christian Klepp, Dustin Tysick

Christian Klepp  00:03

Welcome to B2B Marketers on a Mission, a podcast for changemakers where we question the conventional, debunk marketing myths, provide actionable tips, think differently, disrupt industries, and take your marketing to a new level, from improving your campaigns to making you a better marketer. These are the inspirational stories that will help us change the way we think and approach B2B marketing, one conversation at a time. This podcast is brought to you by EINBLICK Consulting, helping you to stand out in the market and drive revenue to your B2B business. And now your host, Christian Klepp.

Christian Klepp  00:43

Okay, folks, welcome to this episode of B2B Marketers on a Mission. This is the show where we help you to question the conventional, think differently, disrupt your industry and take your marketing to new heights. This is your host Christian Klepp. And today I’m joined by someone on a mission to help B2B companies close trust gaps with strategic video testimonials. So coming to us from Vancouver, Canada, Dustin Tysick, welcome to the show, sir.

Dustin Tysick  01:08

Hey, Christian, thanks for having me. I’m looking forward to it.

Christian Klepp  01:12

Great to be connected. Dustin. And you know, I must say short of stating the obvious you are from a beautiful part of Canada. Right? For all of those that don’t know,

Dustin Tysick  01:20

This time of year. Yeah, it’s nice and sunny, the other nine months, there’s a lot of rain but beautiful place for sure.

Christian Klepp  01:24

Yeah. Yeah. And for those that don’t know, look up that Netflix series “Island with the Sea Wolves”. So it’s kind of close to that, right. So

Dustin Tysick  01:30

Yeah, exactly.

Christian Klepp  01:31

Yeah. Fantastic. Okay. So Dustin, let’s dive in. Because this is a really pertinent topic for B2B marketers out there. So you’re an expert when it comes to helping B2B companies solve, as it says in your LinkedIn profile, solve the revenue puzzles, and bringing teams together. But for this conversation, let’s zero in on something that I think has become part of your professional mission. It’s closing the trust gaps in a trust-deficient world. So let’s kick off this conversation with this question. Why do you think trust is such a challenge in B2B?

Dustin Tysick  02:09

Yeah, I think you know, if you look at the data, even historically, back in the day, the trust level for sales and marketers is about as low as lawyers and dentists, right? Like there’s certain people who just aren’t trusted whatsoever. And we kind of got around that, if you go back a little bit, in B2B because the seller controlled most of the journey. So they can kind of choose what the buyer would see, they could build trust that way. Now, we’re in this new world where buyers do, depending on where you look in the data, 80 to 90% of the research before talking to someone, because they don’t trust what the company is going to say, right? Like they want to hear from peers, they want to do their own research, they want to get out there. So there is this lack of trust. And when I say trust gaps, that is the lack of trust that has to be filled, before potential customers will actually reach out and engage with you in a conversation. So I think it’s snowballing more and more as we go on the trust side, and leaning more towards community and social proof.

Christian Klepp  03:03

Yeah, absolutely. Absolutely. And you’re brought up some of those answers already. But how do you think B2B companies should fill that gap, that trust gap? And I know it’s a process, right? It’s not like this one sentence answer or download this and then you’ve got trust, right, so…

Dustin Tysick  03:20

Yeah, it’s tough. I mean, I think I almost don’t like using social proof, because it’s kind of this checkbox thing. But using Voice of Customer, I would say maybe that’s a bit different term is one way, you know, there’s a lot you can do on the product marketing side as well with building trust with the product, making it transparent, giving, you know, people ability to play with it and get exposure to it and trust that way. But I do think voice of customers a large piece as well. And some of it you can control. Some of it is kind of gamified and sort of BS that people brush it off and don’t really care about. And some of it just happens organically behind the scenes, like dark social like everyone’s talking about and communities. So the part I focus on is the part you can control that is actually human and relatable, which is legitimate customer stories, we focus on video, but you know, these stories could take place in video, text, audio, any format, I just have my bias to video and you know, starting with highest fidelity and breaking down from there.

Christian Klepp  04:14

Yeah, of course, of course you do. We will talk about that later on in the conversation. But this is such a great segue into the next question, which I am sure you will have no problem answering: Common mistakes and misconceptions in the world of B2B, once again, when it comes to closing that trust gap and what B2B marketers should do to address those?

Dustin Tysick  04:37

Yeah, I would say stopping with reviews and generic case studies and thinking that’s enough is a common mistake. And you know, reviews, honestly, kind of sort of fall into that. As marketers we know it’s a little bit of BS, and I would say even short form written testimonials on the site. And you know, my reason for that is reviews, a lot of times are incentivized, right? You’re paying for it. And on one of those review sites are actually paying on where you show up, right? G2 being the exception, but the vast, vast majority. So I think that social proof is necessary and you need, that’s like a checkbox, you need to show up there because they own the organic search results, and your buyers are gonna find that. You need to show up positively, which is fine. And then the other part is like generic checkbox case studies. So I’ve been in this position. Now I’m in a marketing / sales role. But as a marketer, sales would come to you and say, Hey, we got these six industries, go get a case study in each. I need it. They don’t care about the story. They don’t really care who the customer is. It’s just this checkbox. Do we have a story? Do we not? People don’t read them most of the time. So I think focusing on that, like, instead of it being checkbox, see what is the actual story, you’re gonna tell? How does that story relate to your brand positioning and messaging? How does it relate to objections the buyer has, like, I think it’s a more strategic, thoughtful approach, rather than just we need six of these, check it off, we’re done.

Christian Klepp  05:55

Absolutely, absolutely. I’d like to go back to what you said, a couple of seconds ago, because, um, I think it’s super important. I had a couple of folks talked about on the podcast, but over to you, Dustin, how do you save the world of B2B from boring case studies? (laugh)

Dustin Tysick  06:20

Yeah. I think is tell the story of the person, or people involved in the software and not the company. Like, there’s nothing more boring than Company X had 2 x ROI with our product, and, you know, a 300% improvement in this, and this is what the company did. What they want to know is like, what is the job to be done of the person who’s giving this? How did you impact their job in their career? How do you make them look like a hero? And then how did that impact the business? So that’s part of it, people relate to customer stories, I think more. And then there’s a lot on length and format, right? So I think you have to be really far, usually in the buyers journey to sit down and read a long form case study, if you’re going to read it at all, like it’s a big investment sitting there reading 1000 words. So I think that’s part of it as well, like, make it snappy, and make it short, make it engaging, and have it actually tell a human story that people can connect with.

Christian Klepp  07:11

Ya no, there’s some really good points, those are some really good points. Um, and again, another great segue into the next question, because, man, and you probably know this better than most, but in order to have like, really these case studies or video testimonials that really knock it, knock it out of the park, right? Short of stating the obvious, you have to have a deep understanding of who the customers are, at what stage of the buyers journey they’re at. Right. But talk to us about the importance of those.

Dustin Tysick  07:42

Yeah, I mean, that’s kind of an necessary thing to do before. And also a nice side benefit of doing case studies, you get a lot of customer research, and you understand the customer a lot better. And I think whether it’s a video testimonial, a case study, anything, usually it begins with an interview. So I would say 90% of the time, right? And that’s where the actual research and thought goes in is asking the right questions. It’s really easy. I’m sure if you Google what questions to ask in a customer interview, you’re gonna get this generic, why did you recommend us? Why did you choose us. Think back to what you purchased us? And those are fine. And you know, you still need those to help tell part of the story. But think more critically about, okay, I’m going to chop this up into different pieces that are gonna live at different stages. So if my buyer is in the unaware stage, what did they care about? If they’re, you know, in the consideration stage, and comparing what are their question fears and doubts, ask questions about that. And you’re going to end up with a) more engaging story and b) more pieces of content from a single interview. Because I think that’s where a lot of people go wrong is 45 minutes to your customer time, you ask them a bunch of questions that are kind of the same. And they just repeat the same stuff in different words, and you end up with one 90″ video or one written case study, which is fine. But why wouldn’t you try to get, you know, 8 to 10 pieces of content from that interview that you can use? Your sales team can use. Your CS team can use. Your marketing team, demand gen team. Like I think that’s a better use of time and the strategy you should take.

Christian Klepp  09:06

Yeah, no, absolutely. Like, I totally agree with that. I want to throw this question out there, Dustin, because I know that you can answer it. No problem. I absolutely agree with you know, having to conduct this customer research upfront and how important that is. It’s one thing to interview a customer that has had success with said product or service, right? And they’re really happy with the experience and whatnot. But what about customers or clients that have either, you know, they’ve cancelled the contract. The lead has gone stale? Yeah, it was a potential piece of business that said company did not win. How important do you think it is to interview or conduct research with companies that fall into those three categories I mentioned and how would that influence the way that you do video testimonials?

Dustin Tysick  10:00

Yeah, I think that research is super important. I mean, obviously, you don’t want to plaster that content on your website and leave it probably, but it helps inform the questions you ask in a video testimonial. So, you know, doing a loss analysis, let’s say, of deals that were competitive that you almost won, maybe you incentivize it 25 bucks to get them on a call, because people usually don’t respond to that, then you know, why you lost and what those objections were, because sometimes they don’t come out in the sales process. So I think there’s value in that for knowing the shortcomings. And then you can find a way to actually address it and come up with content that can solve that. Oftentimes, you know, feed it back into product, because sometimes it is just a straight, we don’t have this feature, we don’t have this functionality. But I think those you know, in general, customer research, there needs to not be a silo thing that some team off to the side does. And they don’t let the rest of the revenue team know. And be yeah, you do need to interview ones that you didn’t win that weren’t positive so that you can get those effective stories from the ones that were positive that addressed those issues.

Christian Klepp  10:55

Yeah. I mean, I’m probably going to oversimplify it here. But it’s tempting, it’s tempting to like, you know, have those success stories where it’s like a high five moment for everybody in the organization. Yeah. And nobody wants to have the tough conversations. To your point about, well, we lost this piece of business, because either we didn’t have the product or big surprise, maybe there was a customer that was not satisfied with the experience that they had with our company at all. Right? But it’s just as important to have a conversation with those people, because we’re always talking about continuous improvement, and what kind of iteration can we do to make that experience more seamless for customers and whatnot. And sometimes, in order to your point, to generate those insights, or extract that information, you’re gonna have to have conversations that are… Well, they’re going to be a little bit tougher, right? Because you’re gonna talk to people that were probably not satisfied with what they were getting. Right?

Dustin Tysick  11:56

Yeah, 100%, I think kind of the, like, off to a tangent there a little bit is the ones who maybe hit a speed bump, as well, that are now happy or somewhat happy. Those are actually some of the most compelling stories. You know, this part was kind of difficult. But, you know, this team turned it around, knocked out of the park after maybe a rough onboarding. They addressed our concerns, that’s valuable as well.

Christian Klepp  12:16

Yeah, absolutely. Absolutely. Let’s look back at maybe, I would say, not that far, like maybe the past two or three years, right. Like, just from your professional perspective, how was the way that B2B buyers make decisions or purchases changed? And how should B2B marketers adapt to these changes?

Dustin Tysick  12:37

Yeah, I think, you know, it’s the channels that used to work, kind of sort of work. And we probably thought were better than they were because of how attribution works, right? Like we thought just pour money into Google. But when you’re actually looking at how people are buying, it’s usually they do a bunch of research, and they talk to peers, right? This is like the reference call thing. Let me talk to happy customer things is happening behind the scenes without you setting it up nowadays, whether it’s in a Slack community, a calling, then on LinkedIn, even just cold back channel messaging. So I think there’s a lot more, let me talk to my community and my peers and figure this out. And it ties back to trust, probably because they don’t fully trust the companies. And part of that is, especially on the tech side, I think products are getting not fully commoditized. But pretty damn close. Because it’s easier to build things. It’s quicker to build things, and that’s just escalating. So they want to know about the experience of being a customer, not just the checkbox, see what feature does it have, you’re still gonna get those annoying RFPs where it is just checkbox and price. But more and more buyers, I think are taking the approach of talking to peers and really understanding what it’s like.

Christian Klepp  13:45

Yeah, no, that’s absolutely right. It’s getting away from that… Inside Out approach, right, like where companies where companies are like, well, this is what we assume. This is our assumption about how the market behaves and how our buyers behave and whatnot. And and I can’t claim credit for this because this was somebody else that said it on LinkedIn, but it’s it’s shifting to that approach where you create a more positive experience based on the way your BEST customers buy. Right?

Dustin Tysick  14:16

Yeah, that’s a really good way to look at it. Yeah.

Christian Klepp  14:19

Yeah. No, absolutely. Absolutely. All right, Dustin, I call this one the Lego approach because it requires you to break things down into their respective parts. Okay. Yeah, well break it down for us. How do you build a… and you’ve answered… you’ve given some of the answers already, but like, how do you build trust and credibility through the different stages of the buyers journey?

Dustin Tysick  14:42

Yeah, I mean, it does go back kind of to asking the right questions and basically having a proper understanding of your buyer and mapping out their needs. So the approach we take there is think the traditional stages unaware aware consideration decision all the way through to an expansion and renewal. We map out what are the key topics people care about at that stage. Right? And what do you need to do to to build trust? So think unaware, in our case for our, like, go to market. This is cold LinkedIn ads to a targeted list of accounts. They don’t really want to hear people just talking about testimonial hero. So we want to do is have our customers evangelizing the category like, what was the impact of video testimonials? Why are they important? Not really talking about us. As a byproduct of course, the ads are from us. So you know, there’s the relation there. But we’re not just spouting about us because people aren’t in that comparison stage and they don’t care. Whereas it goes to the remarketing stage, they’re more… they’re aware of us we want to drive home our differentiation and why it matters. When it goes to the sale stage where, you know, we’re in a competitive deal. And they have specific objections. We want content mapped to that. So short video snippets that handle specific objections. So to give a concrete example there, one of our common objections in more enterprise deals is, you know, we’re a big company, we have a video team, why should we work with you. And we have testimonials from companies like HubSpot, saying we also have a big video team, we work with testimony hero, because that video team is busy. Getting in the queue and getting stuff done is almost impossible. They do this faster and better than we can because of you know, capacity. That’s compelling. And it’s… we’ve tried with us saying it. And it’s yeah, you’re a seller, you know, you have your spiel for everything, but it’s from a customer, it’s valid. So that’s what we do is we map it all out, and then start chipping away. Like, to me it’s a multi-year approach of these are all the things we need. let’s prioritize them and get those stories built. Because you can’t… Rome wasn’t built in a day, I guess. And neither was your video testimonial strategy. Kind of the same deal.

Christian Klepp  16:39

Well done. Absolutely. Absolutely. But you know, going back to like, I’m a big fan of mapping or diagramming things out. Yeah. And the point you brought up is so valid, because once you start doing that, and you map out those different stages of the journey, and what people care about, what topics they’re looking for, what are their priorities, what are not their priorities, etc, etc. That takes all the guesswork out of this exercise, right? And you don’t have customers coming back to you’re like, Hey, Dustin, it didn’t work. Why? right?

Dustin Tysick  17:13

Yeah, exactly. It’s, it’s one of those things like if you don’t put up the work upfront, and also come to the kind of the measurement side and how you assess it a little bit, because this is one of those things that isn’t a direct one to one, you know, it’s not let’s put five grand into this keyword, like in our case, video testimonials and see what the return is and map it out. Because there’s searching in there, you know, in that demand capture stage. In this case, you also have to think through, like, what do you actually want? And what is the goal of each of these videos, and then make sure the content, the media type, the topic all matches that. So if it’s early stage, you just want people to interact with the ads. So they go to your remarketing layer. They’re in the remarketing layer, you want them to come back to your site and get the named accounts there. That’s the goal. So I think, you know, taking that strategic approach helps.

Christian Klepp  17:57

Absolutely, absolutely. Okay, Dustin, we get to the point in the conversation where we talk about actionable tips. Yep. And now going back to what you said earlier, Rome wasn’t built in a day. All right, we all understand, and we need to appreciate that. But like, let’s just assume that there’s somebody out there that’s listening to this conversation that you and I are having that’s thinking about doing this right with video, testimonials, customer success stories, and whatnot. What are the like three to five things that they can do after listening to this conversation in terms of like, helping to build that trust and credibility? Off you go.

Dustin Tysick  18:33

Yeah, so I think I was gonna say an easy one, it’s not easy to do, it’s easy to think about is to actually build your advocacy pipeline is what we call it. Because so often, this becomes an ad hoc thing of, oh, we need stories, let’s email 300 customers, it’s not sustainable, it’s going to fall off all the time. So build it into your process, right? Like if you run NPS or CSAT, or, you know, anything like that, that measures happiness, tie in and ask for a customer conversation whether or not you’re going to make a customer testimonial. So make that part of your process across your revenue team. So you actually have a stream of content, because we see a ton of companies just get stuck saying I can’t get customers to say yes, I can’t find customers, and a lot of it is it’s a side of the desk thing that isn’t a process. So I would say that’s a major one and tip one to get going.

The other one is actually do these and prep and practice your interview skills. That is a very, very underrated thing. And as someone who also has a podcast by look back at the start, I was horrible at interviewing, it’s really hard. It’s not a natural skill. You and me both man. It’s tough if you’ve never done it before, right. So that’s one thing actually put in the time to learn to be a good interviewer because then you’re going to get a better conversation. It’s going to be more authentic, like it actually be a conversation, not a robotic, back and forth. So that’s two.

And then I think the third one is start small. Right like just get one of these done. and figure out the process as you go, don’t feel like you know, I need five of these off the jump, I need to know exactly how I’m gonna repurpose the content, just actually go do it. Have one of these conversations, whether it’s on Zoom, or however just to practice, have them get the content and then explore and then you know, grow and kind of productize it almost and make it more of a process as you go from there.

And then finally, I’d say, the fourth one, once you do that, and you have a sample, don’t just throw it on your customer page and leave it for eternity. Right? Like, I do think you need to put content in different places to actually gauge success and build this program. And especially nowadays, where like, you’re going to be asked, okay, we paid three grand, five grand, 10 grand to get these customer stories. What are we doing with them? Where are they? So I think a lot of those questions really just go do it is kind of the short answer. But hopefully, those tips help a bit.

Christian Klepp  20:53

No. Fantastic. Fantastic. I love it. Just to quickly recap. So building your process, high in and ask customers for conversation, practice your interviewing skills… amen to that, that’s so important, right? Starting small, see what works, iterate progressively, and don’t just throw it on your customer page, right? Like, you’re gonna, you’re gonna try to like, repurpose is probably not the right word. But like, give it that longevity it needs and deserves, right, exactly.

Dustin Tysick  21:23

Yeah, the exposure because, you know, say 3% of people are actually in market, maybe a fraction of a percent of them are gonna go to your customer page. So why just have it there?

Christian Klepp  21:32

Yeah. I’ve got a follow-up question for you, Dustin. And only because you brought it up, right, but because this is one that I don’t know about you, but like a lot of B2B marketers I’ve talked to struggle with this one. They’re going out there, doing some outreach and asking customers, Okay, can we, you know, can we interview you for customer success story or video testimonial, and they do come up against some resistance. And I suppose a lot of it boils down to approach, though you package it, your choice of words, but over to you, how do you ask customers to, you know, participate? And how do you get them to say yes?

Dustin Tysick  22:08

Yeah, so I have a few suggestions on the messaging side, I have one maybe more boring approach that you have to do first, and it goes back to tying it to process. So like, actually, one of our most successful ways to do this is we don’t like giving discounts. We don’t really like the word discount, I think most sales and marketing people don’t. That being said, we’ll give an exchange for a get. So we actually build this in early stage for a sales process. So that’s one tip that I don’t think people do, like a lot of people do the CPSC set. But if it’s a hey, we’re gonna give you 5% off, if you agree in six months, if you’re happy to do a testimonial, no obligation, like we just want to get there. So you’re aware, and then you’re planting the seed early. So that’s, I think, a key point, planting the seed early. And then when it comes to the Ask, Don’t make it all about you is a very important thing. There is legitimate value in you know, telling that person’s story and raising their profile a bit. And people like talking about themselves and their success stories, right? So frame it as that a little bit, you know, you’ve been really successful using our product, you’re one of our power users, we wanted to, you know, have an interview with you and record some of your thoughts and feelings on it. We think it’ll help other customers as well to learn from you. That’s a lot better than, hey, can you give us a testimonial, so we can use it in our marketing material. And it’s true, right? Like, we actually do want to care about the customer story. So I think that’s one. And then the third one I’ll give, which is hard for I think CS people in particular, because it’s not often their natural skill set is kind of treat it like a sales opportunity a little bit. Like you’re gonna have to chase these a bit. You don’t want to be pushy, and there’s a fine line. But it can’t just be a one off, I’m going to send one email. And if they ignore me, I’m never going to mention it again. Like it’s okay to actually follow up, you know, try to find a way to make it happen and chase it a little bit if it’s a valuable story.

Christian Klepp  22:40

No absolutely. Absolutely. All great points. Especially the one about like, not not making it about you. Yeah, it’s about making the customer the hero, right. It’s not about like, you know, they’re successful because our product was so awesome, right?

Dustin Tysick  24:08

Yeah, yeah, exactly. You want to really highlight the customer. And I mean, the side benefit there, as well as the people watching it are going to relate more because the person speaking is gonna be more engaged talking about their individual story.

Christian Klepp  24:18

Yeah, yeah, absolutely. Absolutely. All right. On to the next question, love it or hate it. Metrics.

Dustin Tysick  24:25

I just thought you’re just doing metrics in general. Like that’s a tough one to answer.

Christian Klepp  24:29

No, no. On this topic of building trust, and video testimonials, just I mean, we don’t need a list of 40 things. Just what are some of the top metrics that you think B2B marketers should be paying attention to?

Dustin Tysick  24:43

Yeah, specifically to video testimonials. I’m going to kind of go back to it depends where you’re using them is the short of it right? So I’m going to give three stages. There’s a lot more where you can, but if you’re on that unaware stage or the remarketing stage, I would actually check the engagement on your ads in comparison to other ad types. Right. Both from a watch perspective to how many click-through to how many actual social engagements you get. And then if you can track it, which there’s technology now to do it, how many of those accounts are actually going to the site and progressing? So I think, you know, on the marketing side, I would focus there, on the actual video you post on your website, I do recommend using, you know, a Vimeo, Wistia, Vidyard or something where you get some trackability. So you can actually see if people are engaging with this, and how effective it’s being, right. So you need to know how many people watch the video? what did they do after? how was it tracked? And a lot of those platforms enable that. And then finally, on the sales side, a lot of companies you know, they don’t have like a high spot or similar tracking tool. But something to find a way to, you know, how many of your deals were influenced by sharing these objection crushers or competitive replacement videos? It’s one of those things where it’s never going to be a one to one, you know, they definitely bought because we said that video. But there, you can look at correlations there and see what are your most successful pieces of sales content. So I think those are the three overall that I would look at, depending on where you’re focus is on using the videos.

Christian Klepp  26:14

Absolutely, absolutely. And, you know, whether salespeople or marketing folks do this in the form that people fill out on the websites or in the discovery call with salespeople. I mean, you can always ask the question, Well, how did you find out about us? Right?

Dustin Tysick  26:29

For sure, yeah.

Christian Klepp  26:30

Yeah. And chances are, they might not say video testimonials, but if they do, that’s certainly like one metric, right?

Dustin Tysick  26:37

Yeah, no, absolutely. We have had… actually we have testimonies from our customers saying that were, you know, they asked and they said we saw this video on your website. So that’s a good point to ask that.

Christian Klepp  26:45

Right. Right. Absolutely. Absolutely. All right, Dustin, please get up on your soapbox, because here comes the next question. A status quo in your area of expertise, and specifically on this topic, right. That you passionately disagree with? And why?

Dustin Tysick  27:04

I feel like I’ve been on my soapbox this whole time already.

Christian Klepp  27:07

You have. I just don’t want to make it that obvious. (laugh)

Dustin Tysick  27:11

Yeah, so I think, you know, something I passionately dislike, I think is the good way to phrase it is honestly, long form case studies about the company like I’ve already kind of dumped on that a little bit. So you know, I feel a little bit bad talking about it. I just don’t think they work. Like some people do good case studies, for sure, that are actually valuable. Like Influitive has the Upshots, which are really cool. Because they’re for story perspective, there’s some people who specialize in writing these were great. I think most of them are done really wrong. And it’s an over investment in time without much actual return.

Christian Klepp  27:43

And the alternative would, of course, be a shorter video testimonial.

Dustin Tysick  27:47

Yeah, or even like, so the alternative, in my opinion, would be starting with video creating a case study from the transcript that is actually engaging in first person, creating quote, cards from it, creating audiograms,  creating an army of different assets, rather than that boring long from case study.

Christian Klepp  28:04

Yeah. Yeah. Absolutely. Absolutely. All right, Dustin, thank you so much for coming on the show and you know, for sharing your experience and expertise with the listeners. So please, quick intro yourself and how people out there can get in touch with you.

Dustin Tysick  28:17

For sure. So best place to get in touch is on LinkedIn. There’s not many Dustin Tysick out there. So you’ll find me for sure. I talked about sales and marketing things because that’s my background. If you want to learn more about testimonial hero, it’s just testimonialhero.com. And I’m going to plug my podcasts and your podcast ’cause we have a similar one.

Christian Klepp  28:33

Please. Absolutely.

Dustin Tysick  28:34

B2B revenue leaders, where I interviewed sales and marketing people and I basically just tried to learn from them.

Christian Klepp  28:40

Fantastic. Fantastic. So once again, Dustin, thanks so much for your time. Take care, stay safe and talk to you soon.

Dustin Tysick  28:46

Awesome. Thanks for having me, Christian. Appreciate it.

Christian Klepp  28:48

Alright bye for now.