5 Ways to make Customer Case Studies even more valuable

by Lilia Shirman on March 19, 2010

in Sales Tips

Last time, I wrote about top sales resources. Case studies were at the top of the list.  That’s because in multiple sales surveys, including our own study of industry-focused go-to-market efforts, case studies come out as the most effective sales tool.

Getting a customer to put their name on a case study is a big effort. Make sure the case studies you produce create the greatest possible impact.  Here’s how:

Writing about results

  1. Relevant – Create them for every industry you pursue, and make it easy and fast to find them by industry.
  2. Audience-appropriate.  Write business-focused studies to be sued with senior, line-of-business audiences.  Write technical ones describing relevance of features and specific.
  3. Quantitative – Include actual numbers to describe everything from how long a deployment took, to improvements in key metrics, to financial benefits, and ROI. Not only do numbers impress, they provide a level of credibility that fuzzy, buzzword-heavy marketing speak just can’t.
  4. Multimedia – Enable customers to learn about other customers via multiple mediums. Printed summaries are great leave-behinds at meeting and trade shows, but a 2 minute video of a customer speaking has much more impact on the web or embedded into a presentation.
  5. Brand-heavy – If you only focus on a single case study, make it one from a highly recognized name, ideally in the industry you are targeting.

Weigh in with your own tips about great case studies.

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  • Margaret Rea.

    I have always been a stickler for the top-down approach in the planning stages of a case study. The interview with your client, customer or partner must be as tightly scripted as possible upfront by a strategic marketing rep resident within the organization creating the case study. Alternatively, the scripting should be done as a cooperative effort between the marketing organization and a trusted outside vendor such as an ad agency or PR agency rep. Pre-interview scripting of questions should be done so that on-camera or ‘on record’ responses – ideally quotable – reinforce your top-level marketing messages or initiative.

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