Post Archive: Value of Customer Stories
How Customer Case Studies Drive Traffic to Company Sites»
A glowing customer success story is a coveted piece of marketing collateral, but case studies are not always easy to create. If you manage case studies, or write them, you. . .
Survey Says…Customer’s Voice Most Effective Content Marketing Tactic»
I’ve seen the influence that customer stories have on potential customers time and again, but a new survey provides validation straight from marketers. Customer testimonials and case studies lead the. . .
Customer Case Studies: More Effective, Less Costly»
Time and again, I’ve posted on the effectiveness of customer case studies. But now, there’s more evidence that they not only work, but also that they’re one of the least expensive content marketing. . .
Case Studies: When Measurable Results AREN’T Necessary»
“Chris Strouth tweeted “sh*t, I need a kidney” then got one.” Whoa, what? That’s the headline on one of Twitter’s new success stories, one of many about how the social. . .
Survey Says…Case Studies Still Influential in B2B Tech Purchases»
We all work hard to create attractive content. But just how useful is it in actually influencing buyers? Each year, I look forward to The Eccolo Media B2B Technology Content Survey. . .
Why Companies Need to F-R-E-E Their Case Studies»
A small software company recently ran an experiment… The company, which had been requiring registration to download its customer case studies, decided to unlock those stories on their website. Site. . .
Radio Interview: The Why and How of Customer Success Stories»
This week I was honored to be interviewed by Wayne Hurlbert on his Blog Business Success radio show. Now on demand, the one-hour interview covers the role of customer success stories. . .
What’s Better – Customer Feedback or Vendor Success Stories?»
As buyers, we need help making decisions. There are just too many options. My last post revealed my own decision anxiety, multiplied when there are no customer reviews or success. . .
Customer Successes – Help Buyers Decide FASTER»
All week, I’ve been mulling over a few purchase decisions – comparing specs, prices and especially reading online reviews from other buyers that have gone before me. Not the impulsive. . .
Customer Stories…Make a Tractor Interesting?»
Most of us – for better or worse – have had a fast-food hamburger. It usually arrives in paper, often drippy and with an already soggy bun. The burger gets the job done,. . .
5 Case Study Take-Aways from “Believe Me”»
It’s back to blogging after the long Thanksgiving weekend! While traveling, I had the chance to read Michael Margolis’ new book, Believe Me: A Storytelling Manifesto for Changemakers and Innovators.. . .
Buyers Link to Case Studies from Blogs, Wikis»
In just the past six months, marketers have really begun embracing social media. They’re blogging, building Facebook fans and Tweeting. Yet, much of it is still experimentation. The question is,. . .
What a Screenwriting Guru Can Teach You About Ditching the Sales PowerPoint»
My friend Steve Kayser, a media relations director and prolific writer, recently shared a brilliant interview he conducted with Robert McKee, best-selling author of “STORY.”
Small Business Buyers Want Case Studies Too!»
Last week, I got all excited about survey results indicating that customer case studies are increasingly valuable in B2B technology buys. There’s yet more to talk about when it comes. . .
Results are in…Case Studies Increasingly Valuable in B2B Technology Buys»
What marketing collateral is most influential in B2B technology purchases? A recent survey offers some answers. In July 2009, Eccolo Media conducted its second annual B2B Technology Collateral Survey. The. . .
Can a Case Study Help You KEEP a Customer?»
Compelling customer case studies and success stories do many things… Close a sale Land PR Generate leads Upsell to existing customers Train new sales reps and employees Can we add. . .
Trust in Companies Getting Better?»
In January, we reported that corporate trust was at a 10-year low, according to the semi-annual Edelman Trust Barometer. The mid-year news is a little better, though still not that. . .
Heathrow’s Bold Storytelling Project – Good Idea or too Risky?»
I adore airports. Sure, they’re big, busy and the source of a lot of stress and frustration at times. But they’re also endlessly interesting. I got a firsthand, daily view. . .
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. . .
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. . .