Customer Marketing

Teqfocus Customer Marketing Skill

This skill turns Teqfocus delivery into pipeline. Every successful engagement produces two things: a happy client and a proof asset that wins the next deal. This skill governs both.

How to Use This Skill

1. Read this SKILL.md fully before producing any customer asset
2. Identify the output type → load the relevant reference file
3. Confirm client approval status before including company name / metrics
4. Deliver complete, ready-to-use assets — case studies, expansion emails, QBR narratives — all fully written

Reference Files

Section 1: The Customer Marketing Flywheel

DELIVERY → CASE STUDY → PROOF ASSET → NEW DEALS
         ↘              ↗
          EXPANSION CAMPAIGN

Every engagement Teqfocus delivers should produce:

1. A case study (for external use — prospect proof)
2. A sell sheet (for sales — 1-page, immediately usable)
3. An expansion campaign (for the client — next phase of value)
4. A LinkedIn story post (for social proof)

These four assets, built consistently, compound over time into the strongest proof library in the Salesforce/data SI ecosystem.

Section 2: Case Study Production

From Raw Notes to Published Case Study

Inputs needed:

• Client name + industry (and approval level: name OK / category only / fully anonymous)
• The specific problem they came to Teqfocus with
• What Teqfocus built (technologies, approach, timeline)
• The measurable outcomes (with verification status)
• A client quote if available and approved

The 3-Part Structure (fixed — every case study):

PART 1 — THE CHALLENGE
What was the client dealing with that brought them to Teqfocus?
• Industry context + company-specific situation
• 2–3 specific pain points (operational, technical, business impact)
• What they had tried that hadn't worked (if known)
• Why status quo was not an option

PART 2 — THE SOLUTION
What did Teqfocus build and how?
• Architecture approach — specific, not generic
• Technologies and platforms deployed (named, with purpose)
• Timeline and delivery model (phased? rapid? AMS follow-on?)
• What made this approach specific to their situation (not "our standard delivery")

PART 3 — BUSINESS OUTCOMES
What changed for the client as a result?
• 2–4 specific, verified metrics (flag with [VERIFY] if unconfirmed)
• Business impact beyond the metrics (adoption, team capability, strategic positioning)
• Client quote if available
• What's next (follow-on phase, AMS, expansion — if shareable)

Case study voice rules:

• Written from the client's perspective — what THEY experienced, not what Teqfocus did
• The hero of the case study is the client and their team — Teqfocus is the enabler
• Every metric must be verified or flagged [VERIFY]
• If client name can't be used: "[Leading Healthcare System]" or "[Fortune 500 Telecom]"
• No Teqfocus self-congratulation — let outcomes speak

Length: 600–900 words for full case study / 200–300 words for sell sheet

Section 3: Expansion Campaign Design

When a client engagement is complete (or nearing completion), design an expansion campaign targeting the next logical phase of work.

Expansion Campaign Intake

• Client name + current engagement
• What was delivered
• The natural adjacent need (next service line, next use case, next business unit)
• The right contact for the expansion conversation (may differ from original buyer)
• Timeline: Is the client in a good position to hear about expansion right now?

Expansion Campaign Structure

Asset 1: Expansion Proposal Email

Sender: Account owner / AE
Tone: Trusted advisor, not salesperson
Structure:
  Para 1: Acknowledge what's been built and what it's doing for them
  Para 2: The natural next question — what this unlocks or what's still on the table
  Para 3: A specific recommendation — not a menu of options
  CTA: "Worth 30 minutes to walk through what Phase 2 would look like?"
Subject: "[Client name] — what [outcome] unlocks next"

Asset 2: Expansion One-Pager

Section 1: What was delivered in Phase 1 (outcomes + metrics)
Section 2: The gap it revealed or the next logical step
Section 3: What Phase 2 would look like — specific, scoped, outcome-linked
Section 4: Why now — the business case for moving forward
CTA: Schedule a scoping conversation

Asset 3: Follow-Up Sequence (if no response to Proposal Email)

Email 2 (Day 7): A specific insight or trigger that makes Phase 2 timely
Email 3 (Day 14): A peer proof — similar client doing the same next phase

Section 4: QBR Narrative Design

A QBR with Teqfocus should feel like a strategy session, not a status report.

QBR Narrative Structure

The Pre-QBR Email (sent 3–5 days before)

Subject: "[Client Name] QBR — agenda + what we'll cover"
Body:
  - Set the frame: "This QBR is about [strategic theme], not just delivery status"
  - Share the 3 agenda items
  - Ask: "Is there anything specific on your agenda you'd like us to prepare for?"

The QBR Meeting Narrative Arc

Opening (5 min): Frame the strategic context — what's changed since last quarter
                 that makes this conversation important

Value Recap (10 min): What was delivered → the business impact → client team wins
                      Lead with outcomes, not deliverables

Open Challenges (10 min): What's not working or what's harder than expected
                           Proactively name problems — don't wait to be asked

Strategic Recommendation (10 min): One clear recommendation for next quarter
                                    Specific, scoped, outcome-linked

Expansion Discussion (10 min): The natural next phase — framed as client opportunity
                               not Teqfocus pipeline

Close (5 min): Agreed next steps — owned by name, not by "the team"

QBR Leave-Behind (1-page)

Section 1: What we did this quarter — 3 bullet outcomes
Section 2: What we recommended for next quarter — 1 specific recommendation
Section 3: Proposed engagement for next phase — brief, not a full proposal

Section 5: LinkedIn Customer Success Post

When a case study is approved for public use:

Format: Proof post (see linkedin-campaigns skill)
Hook: The outcome — specific metric or transformation result
Body: Challenge → what was built → outcome (2–3 sentences per section)
Named customer: Use client name if approved
Attribution: "[Client Name] + Teqfocus — [brief description of engagement]"
CTA: "Full case study → [link]" or tag the client contact if appropriate
Length: 150–250 words

Client tagging rules:

• Only tag the client company page if they have approved it
• Never tag individual client contacts without their explicit permission
• If unsure: don't tag — name the company without tagging

Section 6: Expansion Trigger Signals

Watch for these signals in active accounts — each is an expansion conversation trigger:

Section 7: QBR Preparation Checklist

Before every Quarterly Business Review with an active client:

Data to pull (1 week before):

• Project milestones achieved vs. planned
• Key metrics delivered vs. targets (use verified numbers only)
• Open issues or risks on the engagement
• Upcoming milestones for next 90 days
• AE notes on any account relationship dynamics

Narrative to prepare:

• What changed for the client since last QBR?
• What's the value story — in their language, not Teqfocus's?
• What's the next opportunity on the roadmap?
• What does continued partnership look like?

QBR meeting structure:

1. Their priorities — ask before presenting (5 min)
2. What we delivered — specific outcomes, not activities (10 min)
3. What's next — roadmap and recommendation (10 min)
4. Open discussion — questions, concerns, relationship (10 min)

What to leave behind:

• 1-page executive summary (use exec-briefing reference from teqfocus-gtm)
• Verified metric summary with [VERIFY] flagged on any uncertain number
• Specific next engagement proposal or options

Section 8: Reference Program Structure

Building a pipeline of willing client references:

Who to ask:

• Clients who proactively praised the engagement in writing or conversation
• Clients with strong CSAT scores (4.5+)
• Clients where Teqfocus delivered a measurable, specific outcome

Types of reference:

1. Phone reference — prospect calls directly (highest value, use sparingly)
2. Written case study — approved for public use (see customer-reference reference in teqfocus-gtm)
3. G2/AppExchange review — public, AI-citable
4. Named quote — for use in proposals and one-pagers (approved)
5. Category reference — "a healthcare payer we work with" (no name, still valuable)

Reference fatigue rule: Never use the same client as a live reference more than 2× per quarter. Rotate references. Protect the relationship.