Case study
How do you turn happy customers into powerful advocates for your business?
increase in stories produced
case studies published per month
on average
increase in active website visitors
About the client
Dynatrace provides an observability platform that helps organisations transform the complexity of modern digital ecosystems into powerful business assets. The company wanted to strengthen its customer advocacy programme to create compelling end-user stories.
Challenge
Dynatrace asked Spark to help strengthen its customer advocacy programme and create compelling stories that could fuel both sales and marketing initiatives. The company wanted to shift its focus from practitioner-level audiences to senior executives and to transform its pipeline of customer leads into a community of enthusiastic advocates. While many customers were eager to share their experiences, they needed support to uplevel their stories and link how they are using Dynatrace to broader business strategy and success.
Spark has helped us transform our customer advocacy programme. We now have more stories that focus on the business value we deliver, which is helping us engage senior executives and increase sales. The Spark team never asks vanilla questions – they tailor every interview based on extensive background research. This enables them to guide our customers to tell more impactful stories. We trust them as a safe pair of hands with our customers, and their ability to build rapport puts spokespeople at ease, bringing out the best of both the Dynatrace platform and the customer’s achievements.”
Hannah Lane, Principal Customer Advocacy Manager at Dynatrace
Action
Spark worked with Dynatrace to refocus stories to position its customers as heroes. This approach has resulted in customers being more willing to talk to high-level business benefits.
Our approach combines preparation, interviewing skill and storytelling expertise. We begin with research into each customer’s sector, annual reports and recent news to identify hooks that place Dynatrace’s technology in a broader business context.
Next, we run two structured calls: one with Dynatrace to understand the customer’s use case, and one with the customer to draw out their perspective. For the customer call, we apply our tried-and-tested storytelling framework, guiding them to align their use of Dynatrace’s platform with their organisation’s wider strategy. This ensures the stories resonate with senior executive audiences.
From there, we produce polished written and video case studies showcasing outcomes such as innovation, operational efficiency and improved customer experience – always linking back to the role of the Dynatrace platform. During video interviews, we coach customers to deliver confident, memorable soundbites, helping them shine on camera and feel proud of their contribution.
Finally, we repurpose these stories into slides and infographics for the wider sales team and draw out content for use at internal and external events.
Impact
By positioning customers as heroes, helping them articulate the business value of their work and coaching them through the process, Spark has helped Dynatrace build a thriving community of advocates. These customers have not only contributed to the case study programme but are now actively involved in marketing campaigns, events and PR.
