In the episode of Content Logistics podcast, host Camille Trent is joined by Andrei Faji, the Director of Engagement Marketing at PandaDoc. The conversation revolves around the power of customer stories and how they differ from traditional case studies. Faji emphasizes that customer stories are not self-centric but focus on the customer’s journey, their roles, and how they are improving within their organization. He believes that customer stories create a deeper level of engagement and connection, which are crucial for customer success.

Faji also highlights the importance of putting the customer in the spotlight, a practice often overlooked by many SaaS companies. He argues that understanding customers on a genuine human level can create an emotional connection, making the ‘what’ and ‘how’ aspects of marketing easier to tackle.

The episode also delves into the concept of content serving and inspiring customers. Faji shares how PandaDoc’s shift towards inspirational content, particularly customer stories, significantly impacted their business. He stresses the importance of learning how to ask the right questions to uncover these inspiring stories.