Post Archive: Managing the Process with Customers
What a difference a couple of months makes… Earlier this summer, I was talking with a friend/associate about customer stories. The web developer was excited to capture a case study. . .
After 11 years of working on customer stories, I’ve become set in my ways. And with good reason. I’ve refined my step-by-step process for creating case studies and success stories. . .
Ever played a carnival horse racing game? To get your mechanical horse to move forward toward the finish line, you have to roll a ball into little holes, hoping to. . .
Customer case studies and success stories change hands – a LOT. On average, 3-4 different people review a story before it’s finalized. At times, it can be twice that many.. . .
What’s the biggest unknown in any case study or success story project? The customer’s review and approval time. As we’ve said, customers can turn a story around in a day. . .
In the discussion about customer case studies, one question comes up over and over: How long does it take to get a case study done? How many days or weeks. . .
If asked, will customers submit themselves as possible case study or success story candidates? From consumer-products companies to B2B to nonprofit organizations, many now actively solicit stories with self-service “Share. . .
Just like a sales pitch, it’s essential to be organized when approaching customers about participating in case studies and success stories. They want to know exactly what’s involved, how you. . .
Nothing’s better than a customer who absolutely adores you. This customer is constantly singing your praises, talking about how he couldn’t live without your product or service. Naturally, you ask. . .
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,. . .
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. . .
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. . .
Responsiveness is an important part of all our business and personal relationships and interactions. When you ask for extra mayonnaise at a restaurant, you want it right away. When you. . .
SoftwareCEO.com is the richest source I know of for advice for growing software companies. This week, Gordon Graham’s Tips and Tactics feature includes an excerpt from my book, "Stories That. . .
Whew! A case study has been saved. It was close. Here’s how it went down: We created a case study that my client really needed, the first one on a. . .
We’ve hit the extra-busy and challenging holiday/budgeting/year-end season. At once, customers are juggling vacation schedules while trying to wrap up ’09 budget planning and meet their end-of-year goals. Where does. . .
For years I’ve watched companies struggle with customer signoff on case studies. It’s an inevitable part of the process, if you’re featuring your happy customers by name. I’ve always seen. . .
For many companies, the biggest challenge in creating customer case studies and success stories is getting customers to agree to be featured. I’ve often found the customer’s PR team is. . .
Most businesses have a few favorite customers they like to use again and again as live references. When they have a hot prospect, they get the happy customer on the. . .
When you’re trying to get customers to agree to be featured in a customer story, details sell — especially details about how the customer will gain exposure too. I was. . .