What do you do if you make a B2B product that gives your customers such a big competitive advantage in the market that they won't talk about your product, actively hide that they use it, and refuse to let you tell others that they use it?
Edit: to explain my thinking - the idea here is it may actually be that if you're getting paid alongside them that you don't need to grow to other customers. You can get all the revenue you need from getting this one customer to dominate their market.
Edit. I should add that I have offered a discount in return for being able to publicise their use. Unfortunately, everyone has declined the offer.
In other words, if they want something, and want it badly, instead of monetizing it with $$, monetize it with a case study.
Personal favor also. You go the extra mile for one user/infleluencer/decision maker in a customer company. Then ask to return the favor: "could you spend 15 minutes talking to this prospect of mine, it would help me a lot".
They can say no, find an excuse. But it will hurt them because they know you helped them unreasonably in the past, it was valuable to them, and you may be less willing to do so in the future.
Some will say yes. You just need one or two.
One of the more amusing things is different divisions of the conglomerate that owns my main competitor are among of my largest customers. I am always amazed how little internal communication there is within large companies.
On the contrary, we found the European and Australian customers to be completely different; competing companies in the same local markets seem to be quite chummy and will share such information freely.
Obviously not to be generalized. We have North American evangelists too.
1. https://www.nucleics.com/why-do-only-5-of-the-93-dna-sequenc...