Post Archive:

Right #5 of Case Studies that Compel & Sell – Right Results»

Customer case studies play several roles – credibility, education, and last but not least, validation. Prospects need to see the specific value that a product or service delivered. Ideally, that’s. . .

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Right #4 of Case Studies that Compel & Sell – Right Angle»

Every year, Bike to Work Day – where I live – takes place at the end of June. This year, it’s this Wednesday. And every year, the local newspaper covers. . .

Case Study Interviewing – Team up for One Power Interview»

If you’re making full use of a customer’s success story, you’re telling that story in multiple places – case studies, success stories, press releases, videos, webinars, white papers, and more.. . .

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Right #3 of Case Studies that Compel & Sell – Right Questions»

Have you ever tried to cook something and just didn’t have all the right ingredients? Or build something and a part was missing? You simply can’t construct something effectively without. . .

Right #2 of Case Studies that Compel & Sell – Right Time»

Measurable results are the "Holy Grail" of the customer case study. But success in capturing them is largely a matter of timing. It’s a lesson I’ve learned from firsthand experience.. . .

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Right #1 of Case Studies That Compel & Sell – Right Customer»

Following my last post introducing the 6 "Rights" of Case Studies that Compel & Sell, let’s dive deeper into right #1. In a nutshell, the customers that you choose to. . .

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6 “Rights” of Case Studies that Compel & Sell»

The question often comes up… What makes a customer case study or success story compelling to audiences? The key word in that question – to audiences. Like every marketing communications. . .

Stories That Sell – Indie Book Award Finalist»

Great news as we head into the holiday weekend… I’m excited to report that Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales and Marketing Asset was a. . .

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Customer Stingy with Info? Two Options…»

At an event yesterday, I talked with a marketer who mentioned a case study challenge. Seems his firm has a big-name client that is willing to go on record publicly,. . .

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25 (yes, 25!) Ways to Use Customer Stories»

A customer success story or case study is one of the most powerful pieces of marketing and sales collateral you can have – proof that your solution delivers what you. . .

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Top 4 Reasons Case Studies Backfire – and How to Avoid Them»

Today I’m pleased to bring you a guest post by Stephanie Tilton, the principal of Ten Ton Marketing (www.tentonmarketing.com), and founding member of and regular contributor to the Savvy B2B. . .

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The 2 Must-Haves of the Customer-Story Waiting Game»

Sales and marketing are fast-moving functions of any business. The faster the case study is completed, the appointment made, or the press release out, the quicker you just might make. . .

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Expert Insight on Using Twitter, Blogging, Facebook for Business»

Event Alert: How to Use Social Media Marketing to Grow Your Business Do you know how to use social media tools like Twitter, Facebook and LinkedIn to gain exposure, drive. . .

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The 3 Elements of Any Effective Customer Story»

We have all experienced the power of a story – learning a lesson as a child, being moved by the plight of a disaster victim, or listening to a grandparent. . .

Is Your ROI Relevant to Buyers?»

MEASURABLE Results They’re the Holy Grail of any case study or success story project. Prospects want to know specifically how your product or service made an impact at another organization.. . .

When a “Dated” Case Study is OK»

Rarely do I include dates in a customer story. Numbers such as dates or specific product release versions can make a story look outdated more quickly. However, if you want. . .

Tractor Company Digs up Stories with Contest»

Who doesn’t enjoy a good contest? KIOTI Tractor discovered this dynamic with a success story contest for its customers. According to a company announcement, KIOTI asked customers to submit their. . .

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What IT People Really Think about Success Stories»

The folks at the Reference Success blog pointed me to a recent article about IT pros’ opinions of case studies, success stories and references. Scott Vaughn, VP of Marketing at. . .

What Works in Customer Stories – Small Biz Using Direct Mail»

I’ve talked to a lot of companies that use customer stories. It’s especially exciting to see how small businesses get creative with their case studies and success stories. I truly. . .

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Interview on Trends and Uses of Customer Stories»

Britton Manasco interviewed me for his blog, Illuminating the Future, on trends in and uses of customer stories. His thought-provoking questions delved deep into customer storytelling today. New LinkedIn Group. . .