It’s been 15 years since I wrote my first case study. And year after year since then, I hear the same challenge from organizations as the main reason they don’t. . .
In the world of customer stories, “legal” just might be our arch nemesis. Where marketers look for strong, absolute endorsement statements from customers, legal reviewers at vendor and customer companies. . .
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. . .
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. . .
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. . .
Patience is a necessary part of the customer story process, especially when you’re waiting for a customer to approve a written draft. Today, one of my clients needed a freshly. . .