Biggest Names Not Always the Best, When Choosing Customers to Feature
When choosing customers to feature as case studies, it's tempting to name drop—to showcase only your biggest-name, enterprise customers. But if you're reaching out to small and mid-size organizations, using big-name case studies in your marketing and sales may not always be the best approach.
"Our mid-market customers can be scared off by enterprise cases," a software company client pointed out last week.
As with all your marketing communications, consider your various audiences and feature customers—whether small, mid or enterprise-level—that your prospects can identify with.