What was the scope of their involvement?
BayCreative conducts extensive interviews and creates stories for our internal teams. The sales team uses their stories as prospect references which impacts our annual contract values ( ACV). The marketing team uses them as a rolodex to promote internally when they are looking to highlight a customer in a campaign.
The process of working with BayCreative is getting in touch with whoever will be conducting the interview and the conversation with the customer. We have an internal conversation to kick things off. We’ll give them an understanding of the product and what kinds of questions we should be asking to understand the success that that customer is seeing by leveraging one of our products. They meet with our product team, our customer marketers, and our marketing team to understand the scope of what this interview should look and feel like and what type of questions they should be asking to extract the right information. BayCreative then conducts the interview with the customer.
After the interview, they transcribe the conversation and put together a story in a range of different formats. We have a format that we leverage internally and externally. They can convert that translation, that transcription into a range of different story formats. If we have a need for a website story or a blog, it can be leveraged in any of those formats from BayCreative, which is extremely helpful. They take that transcription and put it into a story. They’ll understand if there are any gaps in the story and make sure that we’re aware of it so we can capture those from the customer.
Once they share the format of the story with us, they’ll also work with the customer on approvals, where they take the edits, feedback, and apply them to the story until there’s a finished product. Then they hand it back over to our team where we can then publish it internally. They’ve helped partner with us on over seven different product lines over the last one and a half years, which is pretty tremendous.
With our big tech user conference coming up, we produce thousands of stories in a variety of different ways. The need for this story creation will increase over the next couple of months and that’s where we’re going to be pulling in BayCreative to help us with that.
What is the team composition?
I talk with Scott (Owner, BayCreative) and connect him with the writers from my team. On an average story, we’ll work with two or three BayCreative contacts. There’s one person overseeing the project and a writer interviewing the customer and writing the story.
How did you come to work with BayCreative?
I came across them through a colleague who had worked with them on a different project and highly recommended them.
I met Scott at our tech conference and he’s an awesome guy. He shared some of the other projects that they had worked on previously in other departments at our company. I was in a bind because someone on my team had left for medical leave and I didn’t have the bandwidth to write the stories myself. I got in touch with BayCreative and it was the easiest, most seamless process.
How much have you invested with them?
We’ve invested $50,000–$200,000.
What is the status of this engagement?
We started working together in July 2017 and our engagement is ongoing.