«return to Tip of the Month ListingBiggest Names Not Always the Best, When Choosing Customers to Feature

When choosing customers to feature as case studies, it’s tempting to name drop—to showcase only your biggest-name, enterprise customers. But if you’re reaching out to small and mid-size organizations, using big-name case studies in your marketing and sales may not always be the best approach.

“Our mid-market customers can be scared off by enterprise cases,” a software company client pointed out last week.

As with all your marketing communications, consider your various audiences and feature customers—whether small, mid or enterprise-level—that your prospects can identify with.