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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...
How Long Should Video Testimonials Be?
Video testimonials are one of the best ways to demonstrate to prospective SaaS customers that you’ve solved complex problems for customers just like them—problems that they share. So it’s no surprise that most enterprise SaaS companies are already creating customer video testimonials at scale. (Keep an eye out for our upcoming research report that confirms this finding.) But there’s one area of video testimonials that’s subject to a lot of debate: How long should video testimonials be? Some say 45-60...
How to Get More Enterprise Case Studies and Overcome 4 Common Challenges
Most enterprise companies know the value of arming their sales and marketing teams with case studies that provide hard evidence of their ability to solve problems experienced by their customers. In fact, our most recent research has found that 100% of the top fifty SaaS companies have written customer case studies on their websites—and the average number of case studies per SaaS company is 130! But how do these large enterprise companies create those case studies at scale? How do...
How to Help Prospects Find Case Studies on Your Website
Most companies put little thought into how they organize their case studies on their websites—a grid here, a filter there, and voila! Often, they just put the biggest logos or most recent case studies at the top of the page—but the danger with that method is that your prospects are only likely to click on the logos they know, or those closest to the top left. If they’ve put a bit more thought into it, they might offer some basic...
How to Get SaaS Case Study Metrics: 4 Examples
How do you get metrics in SaaS case studies? Success metrics aren’t something most SaaS customers can produce on demand. Ask most customers, for example, how much time they’ve saved with your tool, and they’ll have no idea—or a rough guess at best. It might seem counterintuitive, but the responsibility for tracking and calculating those metrics often falls to you—the SaaS providing the service. This is why many enterprise SaaS companies build tracking of success metrics right into their processes...
How to Create Engaging Remote Video Testimonials
It can be frustrating to create remote video testimonials and then discover that your leads watch only the first few seconds before jumping off. Why might this happen? And what can you do about it? The reason for a poor average watch time can vary—from how you structure your videos to how you describe them on the page. So here are seven ways you can encourage leads to watch your remote video testimonials in their entirety: Deliver on the promise...
How to Write a Case Study Brief
When creating a case study, a solid brief makes a world of difference. Whether you’re collaborating with writers and videographers on the project or DIY-ing things, a brief encourages you to carefully think through the context, priorities, and goals you have for the piece. But filling out a detailed case study brief can also be daunting. Especially if you’re not clear on how to use the brief to guide things. To help you understand what makes a brief brilliant, and...
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 Avoid Common Case Study Mistakes
A quick survey of customer case studies that exist in the wild reveals that not all of them are created equal. Many of them don’t do justice to what was (undoubtedly) an amazing client success story. Sadly, the power of that success story is lost in the telling, which is a real shame—and a major lost opportunity. Where do these case studies go wrong? Often by committing one (or more) of four common case study mistakes. Here’s how to avoid...