Align marketing and sales handover within testimonial and customer story video so leads are not lost.
Building Testimonial Video and Customer Story Strategies
Learn to design, measure and defend your organisation's approach to testimonial and customer story video.
📍 Abu Dhabi🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
A message about testimonial and customer story video that tries to reach everyone reaches nobody. Discounting solves a problem in story video today and creates a larger one next quarter. It establishes a shared vocabulary for the marketing and commercial practice discipline so that teams can disagree productively about it. Buying a tool rarely fixes testimonial and customer story video; the underlying capability has to be built internally first. It is appropriate for those preparing to take on wider responsibility for the practice within marketing and commercial practice. Exercises escalate in difficulty, ending with the ambiguous situations that make story video hard in practice. Participants gain a realistic view of what testimonial and customer story video costs and what it returns. Applied research in marketing and commercial practice consistently shows that early structure around story video reduces downstream rework. The closing exercise tests whether the participant's plan for this area of marketing and commercial practice survives a hostile question.
Expected Learning Outcomes
Adapt recognised practice on story video to local constraints without hollowing it out.
Test creative and messaging on testimonial and customer story video before committing budget.
Estimate what story video costs to run properly, and what is lost when it is not.
Design the customer journey for testimonial and customer story video across the touchpoints that actually influence the decision.
Recognise early indicators that story video is drifting away from its intended design.
Design the retention and win-back approach for testimonial and customer story video.
Who Should Attend
Agency and consultancy staff supporting clients on testimonial and customer story video.
Technical staff being prepared for supervisory responsibility over story video.
Account managers responsible for retention within testimonial and customer story video.
Sales managers leading teams that deliver story video.
Marketing managers responsible for testimonial and customer story video.
Anyone whose accountability for story video exceeds their current formal training in it.
Course Modules
Testimonial and customer story video: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Measuring testimonial and customer story video when attribution is imperfect
- Prepare the response for the most likely failure in testimonial and customer story video.
- Write the positioning claim for story video and test whether a competitor could say it too.
- Set out the decisions in testimonial and customer story video that require sign-off and by whom.
- Compare cost of acquisition against value in story video.
Session 2What to measure in story video and what to ignore
- Review whether short-term tactics on testimonial and customer story video are damaging the brand.
- Set objectives for story video in revenue terms with a timeframe.
- Select channels for testimonial and customer story video based on evidence, then cut the rest.
- Test the procedure for story video against a realistic scenario.
Story video: objection handling and negotiation
2 sessions · 8 pointsSession 1The handover between marketing and sales in story video
- Document the sales process for testimonial and customer story video so a new joiner can follow it.
- Rehearse the briefing on story video that would follow an incident.
- Draft the minimum viable go-to-market plan for testimonial and customer story video.
- Choose the next segment for story video and state why it is next.
Session 2Where story video typically breaks, and why
- Establish what evidence demonstrates testimonial and customer story video is under control.
- Name a single owner for each element of story video.
- Define acceptance criteria for testimonial and customer story video in advance.
- Build the competence framework that supports story video.
Story video: positioning and the honest claim
2 sessions · 8 pointsSession 1Qualifying out of story video early and without guilt
- Prepare the summary of testimonial and customer story video that senior management will read.
- Describe the buyer for story video specifically enough to name who is excluded.
- Agree the indicators that will show whether testimonial and customer story video is improving.
- Design the retention action triggered when a customer of story video goes quiet.
Session 2Choosing channels for testimonial and customer story video on evidence
- Establish who is informed, consulted and accountable in testimonial and customer story video.
- Set the discount authority for story video and require justification.
- Build the report on testimonial and customer story video that answers whether to spend more or less.
- Confirm that reporting on story video reaches the people who can act.
Story video: channels, content and creative
2 sessions · 8 pointsSession 1Pricing story video on value rather than cost
- Define the handover point between marketing and sales in testimonial and customer story video.
- Close out actions on story video rather than leaving them open indefinitely.
- Assign responsibility for keeping documentation of testimonial and customer story video current.
- Measure lifetime value from story video, not just first purchase.
Session 2Comparing story video with recognised practice
- Remove steps in testimonial and customer story video that add effort without adding assurance.
- Build the content that answers the buyer's real question about story video.
- Define qualification criteria that disqualify quickly in testimonial and customer story video.
- Agree the attribution model for story video and state its known limits.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.