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16 Ways to Empower Your Sales Team with Case Studies

Case studies make ideal assets for sales enablement. When your sales reps can show prospects a success story about a customer just like them, it instantly positions your solution as the perfect fit and greases the wheels for an enthusiastic yes. But in spite of their streamlined persuasion power, your sales team might not be utilizing your case studies to their farthest possible extent. Why is that the case? It might be because your existing case studies: Don’t speak to...

BY Laurie Zottmann

Choose the Right Metrics to Keep Your Customer Success Stories Focused

You wouldn’t put every spice in your spice rack into the same dish. Because that mix of cinnamon, sage, fennel, tarragon, rosemary, and dill is going to taste BAD. Likewise, you shouldn’t throw every success metric you have into a single case study—because it will make a confusing, unpalatable mess. Customer success stories need to be focused Customer success stories are most delectable when the outcome achieved ties directly to the problem experienced. Sure, you can still mention a small...

BY Holly Yoos

How to Use Case Studies and Video Testimonials in Paid Advertising

You only have a few seconds to capture the interest of prospective customers with your paid ad. So anything that makes your ad stand out—such as a catchy headline, impressive metric or relatable visual—is worth its weight in gold. Which is what makes case studies and video testimonials such a rich source of assets for paid advertising. Because when you create case studies and video testimonials, you don’t just walk away with a case study and video testimonial. You also...

BY Holly Yoos

How to Prepare Customers for B2B Video Testimonials

So your customer has agreed to provide you with a video testimonial. Wonderful! Now you need to make sure they’re ready for the shoot. Here are four things you can do to prepare your customers for B2B video testimonials—without overwhelming them with requirements and suggestions: 1. Guide them on how to dress The first question many customers will have is what to wear. Generally, solid colours are better than patterns. All-white or all-black outfits are challenging to light properly. Small...

BY Holly Yoos

What Kind of Customer Makes a Good Case Study Candidate?

Who should you feature in a case study? It might sound like an obvious question, but if you’re going to go to the effort of creating case studies for your marketing and sales teams, you want to make sure you select the right case study candidates. Given that, which customers should you ask to participate? What makes a great case study candidate? Often, it’s tempting to just ask customers that are top of mind—and that will likely agree to participate....

BY Holly Yoos

How to Capture Your Target Reader With Your Anonymous Case Study

If your case study is anonymous, how can you be sure it gets read? Every case study should be aimed at a defined target reader. It might be CFOs of SaaS companies, or IT managers of financial institutions, or marketing directors of digital advertising agencies or something even more specific. Usually, you can use your customer’s brand name and logo as a signal to that target reader. Those brands and logos wave a flag, saying, “Hey CFO/CEO/director/etc., here’s a company you...

BY Holly Yoos

How to Define Your Case Study Strategy (And Why You Need One)

Unfortunately, few companies have a defined customer case study strategy in place. Often, they’ll just identify a good customer or project (“This would make a great case study!”) and then fly at it. If they get that case study done, they may eventually turn to another good candidate and repeat the process. And that’s as far as it goes. But when you take this piecemeal approach, and overlook the strategy piece, you may run into the following problems: You struggle to...

BY Holly Yoos

How to Ask for Video Testimonials and Case Studies

There’s no better weapon to convince prospective clients to work with you than a video case study. Seeing your existing customers describe what it was like to work with you in their own words—on camera—is incredibly powerful. However, getting customers to agree to participate in video testimonials and case studies isn’t always easy. They may feel uncomfortable on camera, or they may not have the time. They may begrudge the effort it will take to dress appropriately and show up...

BY Holly Yoos

How to Write Powerful Anonymous Case Studies

How do you write an anonymous case study worth reading? In a perfect world, every customer would let you tell the story of how you helped them succeed in a case study. But sometimes, customers are constrained by their legal departments—or the story is just too sensitive—and so they decline to participate. Other times, though, customers will agree to share their story as long as their name isn’t attached to it. Which means you’ll need to learn how to anonymize a...

BY Holly Yoos

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