

The key to getting the best customer stories
6 snips Aug 12, 2025
Yadin Porter de León, Director of Customer Advocacy at Heroku, dives into the art of gathering impactful customer stories. He reveals how listening to customers can enhance trust and accelerate deals. With insights on transforming surveys into powerful advocacy tools, Yadin discusses the critical ingredients for engaging content and emphasizes the importance of effective questioning. He also shares Heroku’s innovative self-service portal for accessing customer quotes, making storytelling a scalable and strategic asset in marketing.
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Define Who It’s For And Why
- Focus on who the work is for and what it helps them achieve to make customer evidence meaningful.
- Use
Surveys Need Trust To Scale
- Surveys scale listening but only work if your audience trusts you and wants to engage.
- Build trust first to make scalable tools effective.
Use Marketing To Solve Their Problems
- Use marketing to solve customers' problems rather than using customers to solve your marketing problems.
- Show up daily and deliver value bit by bit to rebuild trust.