Customer reference marketing for B2B companies Customer Reference Marketing

Customer reference marketing helps B2B companies turn the experiences of satisfied customers into credible customer stories, case studies, testimonial videos and sales content.

Living Stone guides the entire process: from customer selection and interviews to copywriting, photography, video production and distribution through the right channels.

What we deliver Our approach

From idea to result

We manage customer reference marketing from strategy to publication. Together, we define which customers provide the strongest proof for your brand story, which angle is most commercially relevant and how the story should be told: as a written case study, testimonial video, social content, sales asset or campaign content.

Development & production

In concrete terms, we take care of:

Selecting relevant customers and cases
Preparing interview questions
Conducting customer interviews focused on challenge, solution and result
Writing case studies, web pages and sales materials
Producing professional photography and testimonial videos
Translating or locally adapting content for international markets
Distributing customer stories through website, social, email, sales and campaign channels

30 years of experience

With more than 30 years of experience in international B2B communication, we work confidently across Benelux, European, EMEA and global markets. Through our network of copywriters, photographers and camera crews, we create customer stories in the language, culture and context of your customer.

Customer reference marketing in practice

Curious to see what customer reference marketing looks like in practice? Discover how we turn customer stories into credible content that strengthens brand, marketing and sales.

👉 View the Value4Health case

Or do you want to build more trust, proof and commercial relevance into your B2B communication? Download our white paper and discover how customer stories can make your brand story stronger.

Frequently Asked Questions FAQ

What is customer reference marketing?

Customer reference marketing is the strategic use of customer stories, testimonials and case studies to prove the value of your product, service or solution. In B2B, it helps make complex propositions more tangible for prospects, sales teams and international markets.

Why do customer references work so well?

Customer references work because they provide proof from the customer’s perspective. Instead of only explaining your own value, you let customers describe the challenge they faced, why they chose your solution and what result it helped them achieve.

How does Living Stone help with customer reference marketing?

Living Stone manages the full process: we help select the right customers, prepare and conduct interviews, write the story, organise photography or video production and make sure the content can be used across your website, sales materials, social media, campaigns and international communication.

Can customer stories help with AI search results?

Yes. Strong customer stories can support AI visibility because they contain clear context, sector-specific information, real use cases and natural question-and-answer content. They help search engines and AI systems understand who you work for, which problems you solve and what value your customers experience.

Does Living Stone work internationally?

Yes. Living Stone works for B2B brands across Benelux, European, EMEA and global markets. Thanks to our international network of copywriters, photographers and camera crews, we can create customer stories that are locally relevant in language, culture and context.

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The Living Stone team really takes the time to understand their clients and products. This translates not only into outstanding content, but also into strong results.

Stephanie

Head of Marketing

I enjoy working with Living Stone because they have in-depth knowledge of the sector and understand the client’s needs well, translating them effectively.

Julie

Commercial Executive

We have been working with Living Stone for over 20 years. They provided our communications with a professional framework, while respecting our individuality and wishes. Regular consultations enabled us to evaluate, adjust and develop a clear strategy. Living Stone always monitored the quality of the content and helped us avoid communication slipping into commercial propaganda. The close collaboration created a bond of trust, so we did not feel like just another customer, but truly heard and guided. The solid and professional image of our hospital is largely thanks to Living Stone.

Hans

Algemeen Directeur

At Vaillant, we have been working with Living Stone for years on our press releases, newsletters and the trade journal Celsius. This collaboration always runs very smoothly and professionally. Bart is a copywriter who really immerses himself in our technical subject matter and knows how to express complex topics in a clear and accessible way. His interviews are always well prepared and Living Stone’s texts are of a consistently high quality. A reliable partner we can count on.

Lobke

Communication Specialist

Collaborating with Living Stone was smooth and professional from the start. They quickly understood our needs, listened carefully throughout the creative process, and delivered exactly what was expected. Their proactive approach, attention to detail, and clear communication made them a reliable and trusted partner. We’re very pleased with the results and highly recommend their services.

Berra

Communications Specialist

From the moment I started working with Living Stone a few years ago, I just knew it was the right fit. I felt heard and cared for and that feeling hasn’t changed. They show up, especially when things get hard or messy. They consistently meet deadlines, bring creative ideas that help us get unstuck, and keep things moving forward with calmness.

What really sets them apart is how they work. They ask thoughtful questions, genuinely listen, and adapt to what we actually need. It feels like we’re building something together, not just checking boxes.

I also appreciate the personal touch. They’re present, steady, and fully engaged, not just technically reliable, but emotionally attuned too. That kind of smart, flexible, quietly dependable partnership is rare and I’m grateful for it.

Bahar

Global Segment Marketing & Communications Manager

Top notch service and quality. Living Stone always delivers digital content that HCP’s want to interact with.

Thibault

Customer Excellence and Digital Marketing Lead

Living Stone is a great partner—solid project management and clear communication every step of the way as they support us to reinforce our market position.

Juliet

Senior Marketing Manager

Living Stone is a company that exudes confidence and professionalism and yet is still very approachable and pleasant to work with.

Julie

Head of Open Innovation and Partnerships

The agency designed a top-class logo for my proptech start-up, along with an attractive interface for my website with an e-commerce section. They quickly understood my business and the quality requirements.

Bart

Founder

I have worked with Living Stone on multiple projects over the past seven years ranging from voice of customer research for a next-gen medical device launch as well as implementing and executing a content and digital strategy for healthcare IT and Saas products. They have a strong knowledge in multi- and omnichannel marketing as well as developing traditional and non-traditional content. I greatly appreciate their sense of urgency, transparent communication, and that they think along with you.

Stephanie

Head of Marketing

A highly responsive agency that acts fast to support us. Living Stone has customer satisfaction as their number 1 priority!

Alain

Chief Commercial Officer

Excellent experience—Living Stone helps us create cost-effective marketing that gets results as we are scaling up.

Nicolaas

CEO & Co-founder

Always great to work with—flexible, professional, and a pleasure to collaborate with in our search for new ways to engage with the different audiences in healthcare.

Jamie

Global Brand Communications Manager

There are very few agencies with such extensive knowledge of medical marketing communication. Moreover, Living Stone knows key opinion leaders in every sector of the medical world, and all those relationships generate even more valuable connections.

Amplifon

I just have to say that you and your team are absolute rock stars! What you’ve produced over the past six weeks is amazing!

Nexans

Living Stone makes sure we have a solid plan to start with, which is very important to me. They ensure that all content is aligned with our message and objectives.

Alcon

A brand is like a river: always recognizable, yet constantly changing. Align your brand with the evolving world of your customers and take them where they want to be.

Nexans

Living Stone supported ORSI by combining survey results with in-depth market knowledge to create a visual identity that was spot-on and firmly rooted in ORSI’s reality.

ORSI Academy

Living Stone’s unique mix of strategic marketing skills, change management experience, IT knowledge, and healthcare expertise made them the perfect choice as a marketing partner.

Roche

Voor innovatieve bedrijven in de medische en industriële sector leveren we een sterke marktpositie en snellere adoptie van oplossingen…

Bart Verduyn

Managing Partner Living Stone

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Branding & Positioning

Today, brands are no longer built solely by companies, but also by their customers. Every experience, every story, shapes how people perceive your brand. This calls for a brand strategy that is meaningful, resonates with your audience, and evolves with your market.

Customer Reference Marketing

Customer stories are your strongest marketing asset. They show how your product or solution adds value in real life. They lend credibility to your message, inspire trust, and bring new customers closer to a decision.

Employer Branding

Your employer brand is shaped not only by what you say, but also by what employees and candidates share about you. In competitive labor markets, that story is crucial. It determines whether talent is attracted to you, feels engaged, and stays.

Go-to-market

A good product is just the beginning. The way you bring it to market determines whether your target audience sees it, understands it, and wants it. Your go-to-market strategy defines who you’re targeting, how you’ll reach them, and how you’ll convert their interest into revenue.

Healthcare Marketing

In healthcare, trust is everything. You earn it with stories, experiences, and solutions that are truly relevant to clinical practice and patient outcomes.

Sales Enablement

In every market, your sales team is the front line of your brand. Their conversations, presentations, and follow-ups often determine how customers experience you. At a time when customers are increasingly well-informed, your sales team needs to do more than just explain products: they need to add value.