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What nobody tells you about creating customer success stories (but should.)

“Creating customer success stories—how hard can it be?” If there’s a painful lesson I’ve been forced to learn (repeatedly) in life, it’s that any time you ask “How hard can it be?” — you’re about to find out. This is why I can’t help but smile every time I see marketers underestimating the challenges, workload, and unexpected games of whack-a-mole that come with putting together customer success stories. After all, it’s just “Challenge, Solution, Results” right? How hard can it...

BY Joel Klettke

No Numbers? No Problem! How Fomo Turns Metric-less Case Studies Into Marketing Assets

Lynz Munich creates four case studies per month for Fomo—many of which lack hard numbers. Here’s how and why she does it. When kicking off a new case study, a lack of success metrics is one of the biggest barriers to entry: “We don’t track X.” “My customer doesn’t measure their results.” “We can’t share these results publicly.” We hear these concerns all the time. In the minds of some, a lack of tangible results metrics kill a good success...

BY Steven Peters

How to Build a Money-Making Case Study Strategy in 4 Steps (and What to Do Next)

If you’re asking, “What the heck is a case study strategy, and why do I need one?”—you’re not alone. Most companies seem to believe that a great customer success story is something that “just happens.” It spontaneously explodes into existence when they help a customer achieve something great. Only… that’s not the way it usually goes, is it? Sure, after a big win, high-fives abound. You gush about the customer’s success during your next meet-up. Maybe you regale prospects with...

BY Steven Peters

5 Reasons Why NOW is the Best Time to Invest in Customer Success Stories

What if I told you that RIGHT NOW—in the middle of a crisis—is the PERFECT time to double-down on customer success stories? It might sound crazy—especially if this story popped into your feed while you’re at the grocery store, standing in a checkout line 30-people deep, clutching the last package of toilet paper like your life depends on it, and stink-eyeing the person behind you who isn’t practising social distancing. But these are crazy times. Store closures, bans on social...

BY Steven Peters

The Stories We Should Be Telling In Times of Crisis

In the past 72 hours, I’ve received 37 emails with the word “COVID-19” in the subject line. Most of those are from businesses, outlining the steps they’re taking to deal with the crisis. I have one from my bank. My phone carrier. My movie theatre. Heck, I have one from KFC. But the messages that inspire me have nothing to do with “cleaning measures” or “enforcing hand washing.” The stories that keep me reading, caring, and engaging as a customer...

BY Steven Peters

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