A customer win press release works best when it proves one simple thing: a real customer chose your company to solve a real problem.
That sounds obvious. But many customer-win releases read like sales brochures with a logo attached. The stronger version is more useful. It says who the customer is, what they chose, why they chose it, and what happens next.
For small businesses, this type of release can do a lot of good work. It shows momentum. It gives prospects confidence. It gives trade reporters a reason to pay attention. And it turns a private sales win into a public proof point.
The key is restraint. You are not writing an ad. You are documenting a business decision.
What Is a Customer Win Press Release?
A customer win press release announces that a new customer, client, account, contract, or implementation has selected your company.
It is common in B2B software, professional services, manufacturing, healthcare technology, retail technology, logistics, cybersecurity, and other industries where the buyer’s decision signals credibility.
The release can announce:
- A new customer contract
- A named brand selecting your product
- A pilot program
- A multi-year agreement
- A large rollout
- A customer expansion from one location or division to many
- A customer success story tied to measurable results
Before you write a customer win announcement, make sure you understand the standard press release format. The basics still matter: headline, dateline, lead, quote, body, boilerplate, and media contact. eReleases’ small business press release guide describes those seven core parts and recommends keeping most releases tight, typically around 400–600 words.
Real Customer Win Press Release Examples
Here are a few real examples worth studying.
1. Woodforest National Bank Selects Jack Henry
A strong customer win example is Woodforest National Bank selects Jack Henry, which works because it names the customer, explains the business reason for the decision, and includes scale — more than $9 billion in assets and 740+ branches. The release also says Woodforest was Jack Henry’s largest new core signing to date.
Commentary:
This is the cleanest type of customer win release: recognizable customer, big number, clear business reason, and a “largest to date” milestone. In your article, I’d use this as the model for a high-impact B2B customer win.
Lesson:
When you have scale, put it high in the release. Don’t bury the proof.
2. Coveo AI Selected by Docusign
Coveo announced that Docusign selected its AI platform to power next-generation customer support. The release explains the use case clearly: improving self-service, streamlining agent workflows, and helping customers and agents find relevant answers faster.
Commentary:
This is a good example of a customer win tied to a specific business function. It is not just “Docusign picked us.” It explains what Docusign will use the platform for.
Lesson:
A customer win gets stronger when the reader can picture the actual use case.
3. AAFMAA Selects Sapiens
Sapiens announced that the American Armed Forces Mutual Aid Association selected its customer acquisition SaaS solution as part of a modernization and automation initiative. The release names the products selected and explains why AAFMAA chose them, including functionality, responsiveness, and 24/7 platform access. It also gives an expected implementation timeline.
Commentary:
This is a good template for regulated or service-heavy industries. It gives the reader the customer, the selected solution, the business challenge, and the rollout timing.
Lesson:
Implementation details make a customer win feel real. Even one timeline detail can add credibility.
4. Silicom FPGA Smart Card Win
Silicom also announced that an existing U.S.-based cyber security customer selected its 400G FPGA Smart Card for a new network monitoring offering. The release includes order timing and says full ramp-up is expected to reach $3 million per year.
Commentary:
This is another solid anonymous customer example, but with a more specific product angle. It shows how a component, hardware, or infrastructure company can make a customer win meaningful without turning it into a technical spec sheet.
Lesson:
For technical customer wins, explain what the product enables. Don’t just list the part number.
What These Examples Have in Common
Good customer win releases are specific without becoming bloated.
They usually answer these questions:
- Who won the customer?
- Who is the customer, if they can be named?
- What did the customer buy or select?
- What problem does it solve?
- Why does the win matter now?
- Is there a rollout, pilot, contract term, or measurable scale?
- Can both companies provide quotes?
That last point matters. A customer quote turns the release from “look at us” into third-party validation. It is not always possible, but when you can get it, get it.
When a Customer Win Is Newsworthy
Not every new client deserves a press release.
A customer win is more likely to be newsworthy when at least one of these is true:
- The customer is well known in its market.
- The contract is large, multi-year, or strategic.
- The rollout affects many locations, users, patients, stores, or customers.
- The win proves traction in a new industry or region.
- The customer is using your product in an unusual or timely way.
- The announcement includes measurable results or a clear business impact.
Here is a simple test: would a trade publication in your industry see this as a signal of market movement? If yes, you may have a release. If no, it may be better as a case study, sales email, or LinkedIn post.
Customer Win Press Release Template
Use this as a starting point.
| Headline: Subheadline: Dateline: The customer chose [Company Name] after [brief context: evaluation, growth need, operational challenge, market shift]. The implementation will support [specific use case], including [feature/capability #1], [feature/capability #2], and [feature/capability #3]. “[Customer quote explaining the problem, why the company was chosen, and what the customer expects to improve],” said [Customer Spokesperson], [Title] at [Customer Name]. The win marks [Company Name]’s continued momentum in [industry/market/category]. For [customer type], [problem] has become increasingly important as [brief industry context]. [Company Name] helps address this by [plain-English explanation of what your product or service does]. “[Company quote welcoming the customer and explaining why the win matters],” said [Company Spokesperson], [Title] at [Company Name]. [Optional paragraph: rollout timing, number of locations/users, contract length, pilot schedule, expected results, or future expansion.] For more information, visit [website]. About [Company Name] Media Contact: |
A Few Writing Tips
Lead with the customer’s decision, not your excitement. “Selected,” “chose,” “expanded,” “signed,” and “deployed” are stronger than “is thrilled to announce.”
Use numbers when you have them. Number of stores, locations, users, units, markets, years, or monthly transactions can make a release feel real.
Avoid empty praise. Words like innovative, cutting-edge, and best-in-class do not mean much unless you prove them.
Get customer approval early. The biggest delay in customer win releases is not writing. It is legal, brand, and customer review. Ask about publicity rights before the contract is signed, not after.
Final Thought
A customer win press release should make your market say, “That’s interesting. Someone like me chose them.”
That is the real value. Not noise. Not chest-thumping. Proof.
The best customer win releases give just enough detail to show momentum, credibility, and usefulness. Keep it factual. Make the customer the center of the story. Then let the win speak for itself.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn