Inclusive storytelling, commercial impact: Turning real voices into revenue

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🗣 Hear from experienced customer marketing leaders
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Take a look at what we've got coming up 👇

Date: September 29
Time: 4:00pm BST
Location: Online

If your “best” case study sounds like every competitor’s, it’s not a differentiator — it’s déjà vu. Today’s buyers expect stories that reflect the full spectrum of real customer experiences, not a whitewashed, over-polished PR piece.

In this session, Sarah Reynolds, CMO at Benifex, shares a simple framework for inclusive storytelling, helping customer marketers expand their total addressable market, build trust across the buying group, and turn authenticity into measurable business impact.

You’ll walk away with a modern, repeatable checklist for transforming your case studies into an advocacy engine – one that doesn’t just amplify customer voices, but makes them impossible for prospects, executives, and decision-makers to ignore.

In this session, you’ll discover how to:

• Build more inclusive customer stories that reflect the full spectrum of real customer experiences
• Expand your total addressable market by creating stories that resonate with a broader buying audience
• Build trust across the buying group through authentic, representative storytelling
• Turn customer advocacy into commercial impact by connecting real voices to business outcomes
• Transform case studies into an advocacy engine that keeps your customers' voices at the heart of your marketing

Meet the speakers:

Sarah Reynolds (they/them) is a creative, award-winning marketing executive and DEI consultant with deep experience driving growth through storytelling, market expertise, and a desire to stand out from the crowd.

Sarah is currently Chief Marketing Officer at Benifex, the market leader in employee reward and benefits technology. Previously, they served as CMO at HiBob, helping scale the company's global reach across modern, midsize and multinational companies.

A veteran of the industrial software and HR technology markets, Sarah has held global marketing leadership roles for more than a decade. They are also an openly trans and non-binary executive who writes and speaks widely about DEIB, LGBTQIA+ representation, pay equity, the future of work, and the intersection of bias, ethics, and technology.

Sarah has contributed to publications including Forbes, Fortune, AdWeek, The Sunday Times, HR Dive, Employee Benefits News, Campaign US, Yahoo Finance and Training Industry Magazine, and regularly speaks at leading industry events.