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Why Case Studies Should Be a Team Sport
After years of working with organizations of all sizes—from tiny startups to gargantuan enterprises—we’ve seen many different efforts to create case studies at scale. Here’s one of the most important lessons we’ve learned: If you want your case study program to knock it out of the park every single time, treat your case studies like a team sport. When marketing tries to create case studies alone without sales, customer success, and leadership in their corner, the perspectives and needs of...
7 Things Best-in-Class B2Bs Do to Produce Customer Success Stories at Scale
Why can some B2B companies publish 50+ case studies a year … while others struggle to publish even one? Best-in-class B2B companies approach their customer success stories in ways their competitors don’t. Not only have these B2Bs figured out how to surface and produce case studies at scale, but they also learned how to use those assets to drive considerable revenue—rather than just marginal returns. If you’ve ever struggled to: Surface customer success stories Create the types of case studies...
An eComm Case Study Example: How AfterShip Delivers the Full Package
Most B2B companies know they need case studies. They build trust, they’re relatable, and they give sales teams valuable tools to close the deal. But once they have them, too many of those companies underutilize the assets they’ve worked so hard to create. That’s why I was pleased to see AfterShip’s full-funnel use of case studies across their social media and website. I first encountered Aftership’s case studies because of the colorful selection of customer quotes they posted on their...
How to Get Buy-in for Your Case Studies
For most companies, getting buy-in is by far the hardest part of the case study process. Sure, you might also struggle with defining strategy or finding the internal bandwidth to create case studies. But for most companies, getting a yes in the first place is the biggest hurdle. And that “yes” needs to come both internally (from within your own organization) and externally (from the customer). Getting external case study buy-in When a customer says no to being in a...
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 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....
