«Return to Blog List Give Away Your Story!
I’m all for using stories to connect with audiences in direct marketing. So I was pleased to see a “case study” email land in my inbox from a vendor.
The email teased the customer’s story and then displayed a prominent link to “Download Now.” That’s where the momentum – and I – stopped.
When I took the link, a page asked me to fill out 12 fields with my name, contact info and various qualifying information.
Wait. I just want to read the case study. It’s too soon to enter into a relationship by providing so much information.
Moreover, I believe that vendors should give case studies and success stories to prospects for free (without asking for info). I know that companies are trying to collect leads, but case studies are not best vehicle for that. They’re innately a feature story about the product or service’s success, not like a research report or white paper.
Since case studies do capture the attention of busy prospects, perhaps bring them back to a page with the full case study with offers along the side to download a white paper or report, subscribe to a newsletter or blog. Then you can continue the conversation, if the person chooses.
If anyone out there has seen success with case study-for-contact-info usage in lead gen, please let me know. Any other ideas for using case studies in early parts of the sales cycle?