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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....
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 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...