Home / Creative Studio / Customer Advocacy

A sub-service of Creative Studio

Your best customers are your best sales pitch.

Case studies, customer films and reference programmes. The work that turns a happy client into the line that closes the next ten deals. We own the whole sequence, from interview to publication.

Book a strategy call → How this works ↓

Three real client stories. Most B2B teams have ten more like these, never shipped.

73%
of Chief Sales Officers now prioritise growth from existing customers
Gartner, May 2025
14%
share of total marketing budget now allocated to customer marketing at $50M+ ARR companies
Digital Applied, 2026
61%
of customer advocacy programmes run on 1 to 2 FTEs and are critically under-resourced
inEvidence Global Survey, 2025

The gap most companies have

Every B2B company has happy customers. Almost none of them have usable case studies.

Every B2B founder has a list of clients who would happily recommend them. Some have already said the kind line on a call. A few have agreed to be a reference. The problem is what happens next.

To turn that goodwill into something a sales team can use, somebody has to: book the customer interview, run the interview properly, transcribe and edit, write a draft, get the customer's marketing team to read it, get their legal team to read it, get sign-off on every quote, design the layout, edit the video, publish it on the right URL, and get the sales team to actually use it.

That is 40 to 60 hours of work per story, across six departments at your company and theirs. It is the work that always gets bumped because the people best placed to do it are doing other things.

So most B2B companies sit with brilliant clients and no published proof. The website has a logo strip. The sales team uses old screenshots in slides. Marketing keeps promising case studies. They never ship.

What ORRJO does

The whole sequence, owned by one team.

01

Case study production

Written case studies, end to end. Customer interview, draft, sign-off, design, publication. One or two finished stories per month is the typical cadence.

02

Customer films

Two to four minute customer videos. Pre-interview, day of filming on location or remote, edit, captions, multiple cut formats for sales and social. Production-led, not corporate-bland.

03

Reference programme

A managed list of clients willing to take a sales call, with rotation logic so they do not get over-asked. Legal sign-off, internal Slack workflow, and outcome tracking so you know which references are closing deals.

04

Customer advisory boards

Quarterly small-group sessions with named clients. Facilitated, recorded, written up. The single highest-quality buyer insight loop you can build, once you are at the scale for it.

05

Quote bank and proof library

A maintained, sales-ready library of verbatim customer quotes, stats and stories. Indexed by use case, by industry, by buyer persona. The thing your sales team should already have.

06

Award and listing submissions

The G2, Capterra, Gartner, Forrester and industry award entries that need a strong customer story underneath them. Same source material, different format.

What you get

Specifically what lands each month.

  • Story plan (one-off, month one). The ten best customer stories you have right now, ranked by how strong the proof is and how hard the sign-off will be.
  • One to two finished case studies per month. Written, designed, signed off, published on the right URL. Schema marked-up for AEO citation.
  • Customer film schedule. A rolling production calendar so you get a steady supply of video, not a panic batch every nine months.
  • Managed reference list. Updated monthly. Tracked outcomes. Rotation rules so the same five clients are not always the ones asked.
  • Quote library. Tagged by use case, industry and persona. Sales team gets a Slack channel and a Notion or HubSpot view.
  • Monthly report. Stories shipped, references called, films published, where deals named a case study as part of why they bought.
  • Named lead. One senior owner of the programme. They do not rotate.

Why ORRJO is the right shop for this work

The whole stack is built to feed this engine.

Customer advocacy needs three crafts running together: interviewing skill (Intelligence does this every day for buyer voice work), editorial and design (Creative Studio produces brand work to this standard already) and distribution (Demand Generation gets the work in front of the right buyers, Lead Generation gets it onto SDR call decks).

When agencies sell case study production as a standalone, the work tends to read like a press release. That is because the team that wrote it does not also run outbound or demand. They do not know which line a buyer needs to hear. ORRJO does.

How this fits

Customer Advocacy is an add-on to your ORRJO retainer.

This is not a standalone product. The interviewing craft sits inside Intelligence. The production and design sits inside Creative Studio. The distribution sits inside Demand Generation and Lead Generation. So Customer Advocacy bolts onto whichever retainer fits the shape of your work rather than running as a separate engagement.

Pair Customer Advocacy with the retainer that fits:

Best fit Creative Studio Pair with Intelligence Pair with Demand Gen Pair with Lead Gen

Common questions

Before you book the call.

Three things, in this order. One, structured customer story production: interviews, written case studies, video edits, quote banks. Two, ongoing reference management: a list of named clients willing to take a sales call, with the legal and rotation work done so they do not get over-asked. Three, customer advisory board facilitation if scale justifies it.

The reason in-house case studies stall is not skill, it is sequence. Someone has to schedule the customer interview, do the interview, write a draft, get it through customer legal, get it through your legal, get a sign-off on the quote, design it, video edit it, and ship it. That is 40 to 60 hours of work per story across six departments. We own the whole sequence. Most teams cannot.

Customer Advocacy is an add-on, not a standalone product. It folds into the scope of whichever ORRJO retainer fits your work (Creative Studio is the natural home, but it pairs with Intelligence, Demand Generation and Lead Generation). Volume of stories, film cadence and reference-programme depth get scoped on a 30 minute call. Reference benchmarks: individual written case studies sit in the £3,000 to £8,000 band project-by-project. Customer films sit between £4,000 and £15,000 depending on scope.

Most retainers produce one to two finished stories per month, plus the surrounding reference and advocacy work. Volume depends on how many customers will participate and how complex sign-off is at each one. Scoped on the discovery call.

This is the most common blocker. We have run programmes for clients where the answer was no on every initial ask. The fix is usually structural: better incentives for the customer, a shorter interview format, anonymised options, a quote-only version, or a video-only version. Part of the engagement is figuring out which format your customer base will say yes to.

Yes, and it makes Lead Generation better. The SDR pod uses the case studies as outbound assets. The customer films get distributed by Demand Generation. The reference programme handles the late-stage sales conversations. It is the same engine.

Have a client who would tell a great story?

Bring us the name and the moment. We will tell you in 30 minutes whether it is a case study, a film, a reference, or all three.

Book a 30 minute call →
Or book directly with Marc →

Related work

Where Customer Advocacy sits inside ORRJO.

Creative Studio → ORRJO Intelligence → Demand Generation → Lead Generation → Pricing →