«Return to Blog List Customer Presented on Your Behalf? Do More with a Live Case Study


This week, two PowerPoint presentations came my way.

My clients’ happy customers had actually presented these decks in live case studies (either in person or on a webinar). How fantastic is that – a customer willing to talk to an audience about success with your products and services?

That’s about as good as it gets.

Smart marketing teams know the next step: Turn that live presentation into something that you can re-use again and again.

Here are 4 tips for taking next steps with a customer’s live case study presentation.

1.  Ask for permission upfront

You would think that standing on a podium and publicly discussing success with a specific solution makes a written story a shoe-in.

Not true. A written story, posted on the web, leaves a searchable and lasting trail of evidence about what your customer said. This scares some customers. They’re worried you’re the next Enron and they just don’t want to risk a public endorsement.

You need to ask for specific permission for a separate written story, and the customer will want to review it most likely.

While your contact may be fine with turning the presentation into written or video assets, the company may not agree. BEFORE you record that presentation or webinar, or write it, ask for official permission.

If you can record it, ask HOW you can use the recording. Some might just give you permission to share it internally among sales reps, while others will let you post it on your website, Facebook, YouTube, etc.

2.  PowerPoint is not enough for written

Even if you don’t plan to use the recording with external audiences, or don’t have permission to do so, a recording is valuable.

A PowerPoint presentation provides the visuals and highlights but it’s never the full story. The presenter adds that.

What’s missing from PowerPoints? Detail, explanation, complete sentences for quotes, and most critically, emotion.

Customer case studies are stories. Without real customer comments and emotion, you lose much of its storytelling power.

Personally, I always have more questions, usually lots more, when I receive a PowerPoint.

So, get it recorded somehow. If you don’t want to release the video to a writer, then get a transcript.

3.  Interview the customer

For a couple of reasons, you may need to interview the customer further:

  • The customer’s presentation didn’t include some of the information that usually goes into a case study. Maybe the customer doesn’t go into why they chose your solution – a very insightful piece for prospective customers.
  • Or, you did not get a recording.

Ask the customer if they are willing to fill in some of the gaps that the slide deck misses.

4. Got permission? Use it!

When you get specific permission to use these assets, make them work for you. Don’t shelf that rich information.

Post video, edited down perhaps, on demand on your website. Send the video link to prospects, Tweet about it, and distribute it on social media video sharing sites.

Write it up and post it online and among your sales assets.

Check out this list for 25 ways to use your customer stories.

What are your experiences getting more out of live presentations?


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