Some quotes from Dave Gerhardt on the Marketing Against The Grain podcast:

You say small business, mid market, and enterprise, internal. External that often means nothing.

The way you speak about what you do matters. Use your customer’s language, not your internal business speak.

People buy products when they say, “oh, interesting, this company looks like mine, I’m going to use that product.”

This is making the case for case studies.

Or, as Seth Godin says: People like us do things like this.