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How to Measure the ROI of a Case Study or Testimonial
How do you measure the ROI of a case study or testimonial? It’s the dreaded line of questioning… “How many conversions is this case study driving?” “We invested $4,000 into this story—what is it doing for us?” “What’s the ROI from all of this customer marketing activity?” These questions aren’t dreaded because customer stories aren’t valuable—they are! But the truth is, sometimes the “ROI of a case study” is slippery at best, especially for marketing minds more accustomed to measuring...
How to Capture Video Testimonials at Events
How do you get customer video testimonials at live events? Live events are gold mines for customer testimonial videos. Whether it’s a conference, trade show, meet-up, or private event, the stars align: your customers are all in one place, positive emotions are running high, and you can walk away with hours of incredible testimonial footage—and potential case studies—if you approach this with a well-thought-out, proactive plan. In this step-by-step guide (with schedules and templates/ideas throughout), you’ll get insight into the strategy,...
How the Top 1% of Companies Scale Their Case Study Production
We’ve worked with 300+ companies on customer success stories. Here’s what 99% aren’t doing that would change everything. Since 2016, I’ve had a front-row seat to see how hundreds of companies come at the challenges of customer success stories. My team and I have had hundreds more conversations with B2B’s ranging from 10-person startups to 2,000+ person enterprises. It’s a rare position that’s offered an incredible level of insight into what works—and doesn’t—when it comes to scaling up strategic, meaningful storytelling....
How to Get Your Sales and CSM Teams to Help With Case Studies
How do you get your sales and customer success managers to help with case studies? “We need to get more case studies done, but the sales/accounts team is over-protective, unresponsive, and won’t help!” I often hear this complaint from marketing and customer marketing teams who are tasked with producing case studies at scale, but are getting stonewalled by other internal teams. If other internal teams won’t help with surfacing customer stories or helping with reference programs, it’s a huge problem:...
Light Up the Brains of Prospects With These Innovative Case Study Filters
Here’s a CRAZY clever bit of copy and UX that I wish more companies were brave enough to try: Our client, KlientBoost, has a fantastic amount of customer success stories—so many that they need to help prospects find the ones most relevant to them. So here’s how they’ve set up their “results” page: As you can see, they provide users with two types of filtering systems. The first system (which I’ve circled in blue) follows conventional wisdom (read: logic). Users...
The Easiest Way to Get a Case Study Win
Updating your existing case studies isn’t an obvious thing to do. It certainly wasn’t obvious to me when I first started creating them. Instead, all of my focus was on creating NEW case studies. The idea of updating existing ones didn’t really occur to me. But when you think strategically, the benefits become obvious. Things Change—and So Should Your Case Study Business isn’t static. So your case studies shouldn’t be static either. Things change. And almost certainly, your customer has...
6 Bad Things That Can Kill a Good Case Study
A surprising number of things can kill a good case study before the finished product finally lands in the hands of your prospective customers. Case studies are harder to do than most people expect. And a whole lot of things can happen that take them off the rails. At Case Study Buddy, we’ve created hundreds (maybe thousands?) of case studies for our clients, so we know a thing or two about where things can go wrong. So how do we...
5 of the Most Common Case Study Mistakes
Creating a good case study sounds pretty simple. After all, it’s just problem-solution-result, right? How hard can it be? But when you actually put a case study together, a lot can go wrong. It takes nuance to tell your best possible story. At Case Study Buddy, case studies are all that we do. Literally. It’s our job to keep an eye on what’s working and what’s not. And we’ve looked at hundreds and hundreds of them. In the process of...
How Many Case Studies Should You Have?
“How many case studies should I publish? How many do I actually need?” For many companies, getting even one case study done can be a real victory. And when it’s your first, it IS a big deal. But case studies aren’t a “one and done” asset. You can’t just check case studies off your content marketing to-do list. And often, that first great case study opens the door to many others. Strategic companies want case studies for every sales situation...