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How to Choose the Best Interviewer for Your Case Studies
Want to know a secret? Good case studies depend on great customer interviews. A great interview contains a gold mine of valuable nuggets: It uncovers the juicy details of how you helped this customer succeed It captures the quotes that humanize your story and help convince prospects It gives you valuable insights into what your customers think and feel about you But this goes both ways. A bad or even just mediocre interview will make it that much harder to...
How to Get Customers to Agree to Be In Case Studies
How do you get customers to agree to be in case studies? So you’ve earned a BIG win for your customer — and you want to use that story to convert new customers. Now, the hurdle: How do you ask your customer to participate in a case study? And how do you get them to say “yes”? These five simple steps are the key to your success: Clearly establish what’s in it for them Proactively solve customer objections Write a...
A SaaS Case Study Example: How Gong Helps Prospects Find the Gold
Creating top-quality case studies for your business is an investment—whether that’s critical time from your in-house team, or dollars spent with an external expert. So why do so many B2B businesses play hide and seek with their case studies, burying them on their websites and making it difficult for prospects to find them? Frankly, it’s a crime! One SaaS business that doesn’t hide its case studies in a cupboard is revenue intelligence platform Gong. When I discovered Gong’s B2B case...
A B2B Case Study Example: How Stripe Is Paying It Forward
A good B2B case study example isn’t always easy to find. So when I saw Stripe sharing their customer success stories online, I was impressed. I was immediately struck by how Stripe consistently positions their customers as the hero of their customer success stories. It’s a thread that runs through all—and every part of—their stories, from the challenges section of their written case studies to their video testimonials to their social media posts. Stripe also puts these success stories to work across their...
What the Top 50 SaaS Companies Do With Their Case Studies (Free Report!)
Learn valuable lessons for creating your customer case studies and video testimonials at scale. If you’ve ever looked at your company’s case studies and wondered: How many customer success stories should you have? Should you prioritize written case studies over video testimonials? Or vice versa? How long should your written case studies be? How can you help prospects (and your sales team) find case studies that are most relevant to them? How should you lay out your written case studies...
How to Build Case Study SOPs
By our estimates, only 1% of companies manage to publish a steady stream of customer stories. Want to join them? To build case studies at scale, you need to set up a systematic, step-by-step process for surfacing good candidates, making the ask, and producing a study that will convince prospects and wow leads. In other words, you need some standard operating procedures (SOPs) for your case study production process. 1. What is a case study SOP? A standard operating procedure...
Why Your Case Study Needs a Customer Headshot
In a recent survey of the customer success pages of the top 50 SaaS companies, we were surprised to find that only 28% of those companies included a headshot of the customer interviewed in their case studies. And even where we did find headshots, they weren’t always included consistently. This lack of customer headshots is troubling because they’re an important trust indicator. They make the customer success story more believable and demonstrate that a real, living person is saying all...
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:...
How to Drive Curiosity—and Conversions—With Your Customer Case Study
We’re all surrounded by marketing content. It’s everywhere—in our social feeds, email inbox, Google searches, YouTube channels, etc. Within this deluge of advertising and information, how can you stand out and capture the eyeballs of your target audience? What will stop them in their tracks and spur them to connect with you? Often, the solution lies in a subtle marketing concept: the curiosity gap. What the heck is a curiosity gap? In marketing, a curiosity gap is a persuasion technique...
