Customer Journal Writing 
Both Sides of the Table
OCTOBER 25, 2014
Enterprise Sales – The very first thing a potential customer does when you email or call to set up a meeting is Google you. So does the enemy who is fighting for the customer to choose another vendor. Customer Acquisition - I left customer acquisition for last intentionally. Just like negative press hurts.
Both Sides of the Table
JANUARY 23, 2011
Obviously you should have somebody that helps you research journalists, gets you meetings, pitches stories, helps prep you for interviews & helps make sure your writing is cogent. You need somebody who REALLY understands your company, its customers and its competitors. I write on my blog how I think in my head.
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Both Sides of the Table
JANUARY 26, 2013
I will add to this as I write more in the coming weeks on the topic. The funding rounds will also build customer confidence and they’ll help journalists feel air cover in writing your more important pieces when you brag about customers, traction, revenue or whatever. That used to be the standard.
Both Sides of the Table
SEPTEMBER 13, 2009
We then had a piece in Time Magazine, The Wall Street Journal, Europe, we ran front cover of Tornado Insider (the top VC magazine in Europe at the time). We instructed customers about how eCommerce was going to change their future. It kind of reminds me a bit of how “social media experts&# are talking to customers today).
Both Sides of the Table
FEBRUARY 20, 2012
She focused on her customer. Tracy is knowledgeable enough to talk tech and swap design & product stories with other founders, but she realized early that networking amongst this group and reading and writing in their journals would not bring her more customers.
Both Sides of the Table
JUNE 27, 2011
Marketing futures can be really good for enterprise software companies where the information is passed between sales rep and potential customer in terms of near-term roadmap. In a world in which you’re encouraged to launch early and get feedback from customers you can often confuse “product launch&# with “marketing.&#.
Both Sides of the Table
OCTOBER 26, 2014
Yesterday I wrote a post about The Silent Benefits of PR in which I pointed out that most young companies I encounter don’t fully grasp the benefits of PR because they are less measurable than product milestones or customer acquisition analyses (like CAC/LTV). In a startup this is a mistake.
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