Are you tired of "feature dumping" on prospects only to see their eyes glaze over? In this episode of Content Amplified, Ben Ard sits down with Kelsey Smith, Director of Digital Marketing at FranConnect, to discuss why your marketing should stop leading with the product—and start leading with the customer.

Kelsey shares his strategic pivot from traditional product-led pitches to authentic, customer-led storytelling. He explains why future customers trust the voices of their peers over sales decks and reveals the specific strategies he uses to capture video testimonials that actually move the needle on revenue.

In this episode, you’ll learn:

• The "Win-Win" Ask: How to get more customers to say "yes" to testimonials by framing the content as a promotional tool for their brand, not just yours.
• Production Tactics: When to use high-end professional videography versus when a candid iPhone video is actually more effective.
• The Interview Strategy: Why you should never ask "What’s your favorite feature?" and what to ask instead to uncover the real business impact.
• Measuring ROI: How Kelsey tracks the success of customer stories, from a 10x increase in web traffic to shortening sales cycles for the revenue team.

Connect with the Guest: Find Kelsey Smith on LinkedIn to continue the conversation or discuss strategy.

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