Alchemy in Action: The Time I Made a B2B Testimonial with StockX

This was easily my favorite project of 2024!

This was easily my favorite project of 2024. It was also the project where I learned the most about my own skills and capabilities in customer advocacy but also where I was challenged to think quickly and creatively to deliver something impactful.

When I was first assigned the project, my excitement could only be matched by the equal amount of nervousness I felt. I love making advocate content and love when there are opportunities to highlight customer voice, but being told that my next opportunity to create a testimonial video would be with StockX was something I would have never imagined for 2024. As the type of person who admittedly sometimes wishes she had more feet just to wear all of her favorite shoes and a collector of premium footwear, being able to contribute to the creation of a video with StockX is a fan-girl's dream come true. Little did I know that not only would I be contributing, but serving as the primary point of contact and project owner for all stages... including the on-site interviewing.

Behind the scenes: My special quirk is that I like to wear company colors to compliment (it is an old habit from being on school spirit squads) so I donned my green plaid for StockX :)

I am grateful that project management was my "geeky obsession" early on on my career as I poured over the pages of scrum framework manuals and read through nearly every file and deck imaginable on Lean Six Sigma. One of my early mentors taught me the value of a good business case and a convincing project plan and I haven't been the same since.

Luckily, I built a similar framework for producing video testimonials like this one with a complimentary project plan and it is available on my website as a resource for others who want to try their hand at producing a low-cost, high-impact customer testimonial in record time!

Ending 2024 with this video was a highlight and I want to share the key insights and learnings I gained as a part of this unforgettable experience.

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Customer Testimonial Video Production: Key Insights and Learnings

Producing a customer testimonial video can be a game-changing opportunity for your brand. These videos don't just tell a story—they showcase authentic voices, highlight your value, and build trust with potential customers. But getting it right takes careful planning, thoughtful collaboration, and adaptability. From my experience, these are some of the key insights and learnings that make a successful customer testimonial video.

1. Be a Sponge: Everyone is a Stakeholder

Every person involved—whether it's your customer, their team, the production and filmography company, or your internal colleagues—has valuable insights to contribute. Listen closely to everyone’s input, and approach the process with curiosity and openness. From your sales team’s understanding of the customer relationship to the marketing team’s goals for the final product, each perspective shapes a well-rounded video that resonates.

• Tip: Host a kickoff meeting to align stakeholders, and take detailed notes. Keep an open line of communication to ensure every stakeholder feels heard throughout the process. If possible, use Slack or send out periodic email messages with updates on the project to the stakeholders.

2. Run-and-Gun Filming: Stay Flexible

In the world of customer testimonials, conditions can be challenging ranging from location to availability of clients. Run-and-gun filming—a fast-paced approach that adapts to the environment—can help you capture moments of authenticity. Be ready to pivot based on lighting, sound, or availability, and embrace the candidness of on-the-spot adjustments. In my case, this meant having to adapt to the filming window being suddenly shortened and having to capture as much content as possible in under an hour.

• Tip: Scout locations in advance if possible, but prepare to adapt to unexpected circumstances. Less can be more and be ready to film with a minimalist set-up if necessary to save precious time setting up. Build in buffer time of at least 15-30 minutes per change in your original plan in case of disturbances.

  
  

3. Set Expectations Early

Clear communication is essential. Outline what the customer and stakeholders can expect at every stage—from pre-production to the final edit. Share the timeline, script or question prompts, and a visual style guide to avoid surprises down the road.

• Tip: Provide a detailed brief to the customer that explains the shoot schedule, attire suggestions, and what they’ll need to prepare. Reassure them that the goal is to make them shine. Sharing a similar brief with your internal team can help with goal-setting. Additionally, consider sharing a brief of what your expectations are for the end product to the filming and production team so they can understand your vision for the final video.

  
  

4. Focus on the Stars

Your customer is the hero of the story, so make sure they feel comfortable and confident. Take opportunities to share interview questions in advance when possible and give them time to rehearse. Provide clear direction without being overbearing, and let their authentic voice shine through.

• Tip: Start with casual conversation to help them relax before rolling the camera. A genuine smile or laugh caught on film can often say more than scripted words. Encourage your customer to share their perspective and find ways to highlight their contribution, opinion and skills in the video.

  
  

5. Add a Dry-Run Whenever Possible

A practice run can make all the difference in easing nerves and refining your approach. Use this time to walk through the setup, test your equipment, and identify any potential hurdles. If you do not have access to the physical space or equipment yet, a video call with the customer to run through the interview questions in advance and last logistics is incredibly helpful.

• Tip: Schedule 15-20 minutes for a rehearsal before the official shoot. This allows the customer to get familiar with the format and helps you ensure everything is running smoothly.

  
  

6. Overplan for Backups, but Don’t Over-Engineer

Have a backup plan and build fail-safes by asking yourself, "What if _______ goes wrong?" and counter-planning accordingly. For me, this meant asking myself "What if the someone doesn't know what to say or we lose focus of the story?" and countering this by printing out additional copies of interview questions that everyone could reference on site if they needed structure. However, avoid over-engineering and don’t let an obsession with perfection get in the way of a natural, relatable video. Authenticity is more important than flawless production.

• Tip: Have a checklist of backup gear and test everything ahead of time. Once on set, focus on capturing the essence of the story rather than obsessing over minor imperfections.

  
  

7. Remember the Human

Behind every testimonial is a person sharing their story and a team putting out their best work. Respect their time, emotions, and unique perspective. Balance the internal and external collaboration by focusing on how this project is bringing teams and their goals together.

• Tip: Ask open-ended questions for collaboration. In project management, this looks like asking questions that openly encourage feedback like "What would you do differently?". In interviewing, this looks like asking questions that encourage storytelling. For example, instead of “What do you like about our product?” ask, “Can you share a time our product helped solve a challenge?”.

  
  

8. Start (AND END) with a Strong Project Plan

A strong foundation is critical to keeping everyone aligned and ensuring success. Develop a clear project plan that includes deadlines, responsibilities, and deliverables—and don’t forget to review the project’s outcomes once it’s completed.

• Tip: Use a project plan framework tailored to customer testimonial video production to keep track of tasks and timelines. After the shoot, host a debrief session with stakeholders to capture learnings and refine your process for the next project.

Check out this template!

Conclusion

Producing a customer testimonial video is as much about preparation and communication as it is about storytelling. By being adaptable, empathetic, and well-prepared, you can create a video that not only highlights your customer’s success but also strengthens your brand’s credibility and emotional connection with your audience. With the right approach, your customer testimonials can become a powerful tool for advocacy and trust-building.