We are just back from our networking and educational experience at the Summit on Customer Engagement (SCE19). Putting a little tiredness aside from the 22-hour return trip to San Francisco and jet lag, we couldn’t wait to share a round-up of what our team took away.

If the main goal of customer evidence is to bring authenticity and credibility to a brand and its benefits, what do you do when customers refuse to put their name to a testimonial? Maybe their industry is set up in a way that disclosing their technology stack, setup or partnerships would expose them to risk. Or maybe it’s internal policy. Either way, creating customer evidence can become a difficult task when customers ask to remain anonymous. Well, worry not - we have a number of suggestions to help you find a solution that will benefit all parties.

Twitter is focusing on acquiring new users and disrupting how people use the platform. LinkedIn and Instagram are becoming the two main channels for B2B and B2C marketing. And, we’ve seen a major shift towards video content on social channels and owned media. Instead of just chasing this trend, we stopped and asked - what’s driving it?

As a person who is exclusively an observer of social media and not actively participating in the buzz, it’s interesting to perceive the shift in the B2B sector and how clever brands utilize the voice of their audiences when working on this in the backend. Understanding the intricacies of linking, traffic and funnels is one thing, but grasping the emotional connotation of audience-generated content is a whole other. During WebSummit, I was monitoring the trending content on social media and jotted down some notes, that will definitely inspire some of the strategies we’re working on and also might be useful for startups that want to set a launchpad for success.

Another year, another amazing Web Summit! This year a key topic was scaling your business and some incredibly effective techniques to help you get there.  

Having worked with brands that still practice the interruptive way of marketing and brands that put the customer first, I’ve grown to appreciate consistently good brand content as opposed to great content every so often. It may sound like good and great are iterations of the same, but I think there’s a slight distinction and I’d like to share the reasons behind that.