Capture wins from sales, CS, support, and customer calls, then organize them into approved proof snippets that can power decks, pages, ads, and case studies.
A searchable customer proof library with source evidence, approved snippets, permission status, usage guidance, and monthly gap reporting.
Quick view
Check the audience, core tools, and access before you start the detailed steps.
Best for
Core tools
6 tools used across the workflow.
Access
Why this works
Customer proof usually exists before marketing captures it. The problem is that it sits in deal notes, calls, support threads, and customer success updates with no source trail or permission status. This workflow turns scattered evidence into a governed library where every quote, claim, and proof snippet has a source, approved wording, usage guidance, and review owner.
Expected results
Proof items organized
20-50 items in first pass
Most B2B teams already have scattered proof across CRM notes, calls, support comments, and emails; the first pass centralizes and classifies what already exists.
Approved snippets
10-20 reusable snippets
A smaller set of reviewed snippets is enough to improve sales decks, landing pages, outbound emails, and campaign assets without creating permission risk.
Time saved
4-6 hours per collection cycle
AI-assisted extraction, classification, and snippet drafting reduces manual review across CRM, call notes, and customer communications while preserving human approval.
Approval safety
The complete workflow is available from the first step through the final result.
Source and permission tracked
Each proof item has raw evidence, approved wording, usage status, and review ownership before it is reused publicly.
Step-by-step workflow
This workflow is fully available. Follow the steps below to build the system from start to finish.
45-60 min
45-60 min
Build an Airtable base before collecting proof so every item has the same review path. Add fields for customer, company, segment, industry, persona, use case, product area, proof type, raw quote, approved wording, source link, permission status, public use status, internal use status, proof theme, recommended asset usage, owner, and review date. Create separate views for raw intake, needs review, approved public proof, internal-only proof, expired proof, and proof gaps. Add single-select values for permission status so nobody has to interpret free-text notes before using a quote. The first quality check is simple: no proof item should be usable in a public asset unless it has approved wording, source evidence, and permission status filled in.
A structured proof library with intake, approval, usage, and review fields.
Separate raw evidence from approved wording. The raw quote is what the customer actually said; the approved wording is what marketing is allowed to reuse.
Design an Airtable proof library schema for customer marketing.
Company context:
{{company_context}}
Customer segments:
{{customer_segments}}
Common use cases:
{{use_cases}}
Approval policy:
{{approval_policy}}
Create:
1. Recommended tables
2. Field names and field types
3. Single-select values for permission status and usage status
4. Views for intake, review, approved proof, internal-only proof, expired proof, and proof gaps
5. Required fields before public use
6. Example records
Keep the system simple enough for sales, CS, and marketing to use.1-2 hours
1-2 hours
Pull customer wins from HubSpot closed-won notes, renewal notes, expansion records, Gong calls, customer success updates, support comments, review snippets, emails, and Slack praise threads. Capture raw evidence first instead of rewriting on the spot. For every item, store the source link, who captured it, date, customer context, whether it came from a public or private source, and what business outcome it appears to support. Do not filter only for big logos; small, specific proof often works better in sales enablement than a vague enterprise testimonial. Run a quick duplicate check so the same quote does not appear three times from a CRM note, call summary, and Slack message.
A raw customer proof backlog with source links, customer context, and duplicate flags.
The most useful proof often hides in ordinary lines like 'this saved us three hours every Friday.' Capture those before turning them into polished case study language.
45-60 min
45-60 min
Export the raw proof backlog from Airtable and use Claude to classify each item. Tag proof by business outcome, product area, persona, industry, objection handled, funnel stage, claim strength, permission need, and recommended usage. Ask Claude to preserve the original meaning and flag anything that sounds like an unsupported quantified claim. Review the classifications manually before making the items available to sales because AI can over-rank punchy quotes that are not actually approved or representative. The QA goal is not to create more proof; it is to separate usable proof, risky proof, internal-only proof, and proof that needs more context.
Categorized proof items with themes, recommended usage, strength scores, and risk flags.
Do not let AI upgrade weak evidence into strong claims. If the source says 'easier,' the approved wording cannot become '50% faster' unless that metric exists.
1-2 hours
1-2 hours
For items that pass the classification review, create channel-specific proof snippets in Google Docs or Airtable. Write separate versions for website proof blocks, sales deck bullets, outbound email lines, ad copy, case study leads, social proof posts, and internal enablement notes. Keep every final snippet connected to the raw source, permission status, and review owner so the team can defend the claim later. If the proof is private or permission is uncertain, create an anonymized or internal-only version and label it clearly. Before approving snippets, check that the wording does not exaggerate the customer’s claim, reveal sensitive implementation details, or imply endorsement that was not granted.
Approved proof snippets by channel with source evidence and permission status attached.
A proof snippet should be short enough for sales to paste into a deck, but specific enough that it does not sound like generic marketing copy.
1 hour
1 hour
Use Canva to create proof card templates for common formats: customer quote card, metric card, objection-handling card, industry proof card, and before-after use case card. Build the templates with clear placeholders for customer name or anonymized descriptor, proof theme, short quote, product area, and approved usage status. Keep designs simple so they work inside sales decks, LinkedIn posts, event slides, and internal enablement pages. Add a small internal note or naming convention that tells the team whether the card is public, internal-only, or needs account-owner approval. QA each card against the source record before exporting so the visual does not detach from permission status.
Reusable proof card templates connected to approved proof records.
Anonymized proof is still useful when the use case is specific. Just do not dress it up as a named testimonial if the customer did not approve that use.
45-60 min per proof batch
45-60 min per proof batch
Move each proof item through a clear approval path: raw intake, needs source review, needs customer permission, approved public, approved anonymized, internal only, rejected, or expired. Assign each item to the right reviewer, usually customer marketing, the account owner, legal, or the customer success owner. Named public quotes should not be used until the approved wording and customer permission are both recorded. For customer-sensitive industries, include a final check for protected data, implementation details, pricing references, and contractual restrictions. This review step is the difference between a useful proof library and a folder full of risky quotes.
A permission-safe proof library with clear approval status for every item.
Approval status matters more than volume. Ten approved proof snippets are more valuable than 100 quotes nobody is sure they can use.
1 hour
1 hour
Create filtered Airtable views or lightweight Google Docs pages for the most common use cases: by industry, persona, objection, product area, sales stage, and campaign theme. Add recommended usage notes so a rep knows whether a proof item belongs in a first call deck, proposal, renewal deck, nurture email, ad, or landing page. Share the views with sales, PMM, demand gen, and customer marketing rather than giving everyone the full database. Review the first few uses manually to make sure proof is not being taken out of context. If sales repeatedly asks for proof that does not exist, log that as a proof gap instead of forcing a weak substitute.
Sales- and campaign-ready proof views organized by use case, persona, and objection.
Do not make sales search a giant database during deal work. Give them filtered proof views that match the way they actually sell.
45 min monthly
45 min monthly
Once a month, review which proof snippets were used in sales decks, HubSpot emails, landing pages, ads, case study drafts, and internal enablement. Track usage by channel, industry, persona, objection, owner, and outcome where possible. Use Claude to summarize which proof themes are overused, which segments lack credible evidence, and which proof types need customer marketing follow-up. Remove or re-review stale proof when product capabilities, pricing, customer status, or permission terms change. The monthly output should be a short proof gap report that tells the team what evidence to capture next.
Monthly proof usage and gap report with recommended capture priorities.
A proof library should expose missing evidence. If every page uses the same customer quote, the system is telling you where advocacy needs work.
Classify these customer proof items.
Proof items:
{{proof_items}}
ICP and use cases:
{{icp_and_use_cases}}
Product areas:
{{product_areas}}
Approval rules:
{{approval_rules}}
For each item, output:
1. Theme
2. Use case
3. Persona relevance
4. Industry relevance
5. Product area
6. Sales stage where this proof is useful
7. Objection this proof can help answer
8. Strength score from 1-5
9. Recommended asset usage
10. Permission needed
11. Suggested approved wording
12. Risks, missing context, or unsupported claims
Do not invent numbers, customer details, or outcomes.Turn these approved proof items into reusable channel snippets.
Approved proof items:
{{approved_proof_items}}
Brand voice:
{{brand_voice}}
Usage rules:
{{usage_rules}}
Create for each item:
1. Website proof block
2. Sales deck bullet
3. Outbound email sentence
4. Ad or landing page proof line
5. Case study lead
6. Internal enablement note
7. Anonymized version if public permission is missing
8. Review notes
Rules:
- Preserve the customer's meaning
- Do not invent metrics
- Do not name customers unless permission is approved
- Keep source evidence attached to each snippetAnalyze proof library usage and identify gaps.
Proof library records:
{{proof_library_records}}
Usage data:
{{usage_data}}
Current GTM priorities:
{{gtm_priorities}}
For each segment, persona, product area, objection, and industry, output:
1. Proof coverage strength
2. Most-used proof items
3. Overused or stale proof
4. Missing proof themes
5. Proof items needing re-review
6. Recommended capture priorities for customer marketing
7. Suggested asks for sales or CS
Do not treat unapproved proof as available proof.Related workflows
Continue with workflows that share a similar GTM motion, category, or tool stack.
A weekly social proof system that captures customer praise, organizes it by theme, and generates ready-to-share posts and graphics.
A controlled customer-proof pipeline with call selection rules, consent tracking, transcript evidence, asset scoring, approval packages, proof cards, short clips, and sales usage tracking.