C o n t e n t a n d T o o l s f o r I N S I G H T - D R I V E N S a l e s E n a b l e m e n t
Ways to Uplift
Your Case Studies
The Magic Begins with a Customer Story
After all, it’s not about what you say you can do. It’s about proving your solutions work—with real results.
And developing case studies that demonstrate how you were able to solve your customers’ problems and
maximize their ROI is one of the best ways to build trust.
But getting potential customers to read case studies can be easier said than done, given the noise of today’s business
environment and the dizzying pace of the market.
The trick is to grab and sustain your prospect’s attention with fresh storytelling methods versus the all-too-common
“problem, solution, results” approach. This e-book will show you four innovative ways to do just that.
Top Three Content and Tactic Preferences Across Buying Cycle1
Chief Executive Officer (CEO)
2. Online Demos
3. Case Studies
Chief Operations Officer (COO)
1. In-person Demos
2. Proofs of Concept
3. Case studies
Chief Sales Officer (CSO)
1. In-person Demos
2. Case Studies
3. Competitive Guides
Case studies were ranked among the top 3 content assets that influenced
C-level buyers across all buying stages.
SiriusDecisions: “The COO Persona: Content and Tactic Preferences,” 2013.
SiriusDecisions: “The CEO Persona: Content and Tactic Preferences,” 2012.
SiriusDecisions: “The CSO Buyer Persona: Content and Tactic Preferences,” 2012.1
The buying stages include the following: committing to change; exploring possible solutions, committing to a solution; justifying the decision and making the selection.
Interested in breathing new life into your case studies? Here are four out-of-the-box
ways to create case studies that will grab and maintain your prospects’ attention:
Case Study to Infographic:
Use an infographic format for your case study.
Case Study to Ebook:
Consolidate similar case studies into an ebook.
Value Propositions to Case Study:
Organize and narrate your case studies around your
key value propositions.
Case Study to Video:
Let prospects see and hear your customer success stories.
It’s cliché, but true: a picture really is worth 1,000
words. And the truth is, scanning a case study
in an infographic format is a far more practical
solution for attention-and time-strapped
prospects than reading even a few pages of
text—especially if the infographic case study:
Captures interest via a visually compelling
snapshot of a success story, motivating
readers to learn more.
Maintains the reader’s attention by
incorporating interactive components,
which allow the reader to link to other
materials, such as the full case study or
a related video testimonial.
Case Study to Infographic
Case study infographics are also
great additions to related solution
campaigns and blog posts.
Key messages from a longer version of the case study become the basis of
blurbs used throughout the infographic. The image provides the gist of the
story, and the customer can click links for more information.
Case studies were selected based on the customer
outcomes and aligned with six corporate message paths.
Your customers are doing great things with your solutions—and you have a mountain of case studies to prove it.
Yet, your salespeople are always asking for more. By consolidating your case studies into an ebook, you can give your
sales team a handy tool of performance-validation stories that will help them prove their case, particularly in the
“preference” stage of the buying cycle. Case study ebooks are most effective when they:
Capture the reader’s attention via a dynamic, interactive format that is optimized for today’s mobile mindset,
and provides fingertip access to the testimonials most relevant to a prospect’s specific needs.
Sustain the prospect’s attention with concise and measurable proof points, as well as content that’s segmented
according to commonly seen problems, results, and overall outcomes.
Case Study to Ebook
Case studies are organized according to three key value propositions.
The reader can jump to each case study, which is presented in a fun,
at-a-glance format that includes a link to the full case study.
Value Propositions to Case Study
You’ve probably invested lots of resources into the development of formal messaging that explains how you address
your clients’ unique challenges. Organizing and narrating case studies in a way that drives home this messaging can
help you differentiate your solution—particularly when the case study:
Grabs the reader’s attention by aligning client triumphs to your key value propositions.
Keeps the reader engaged with concise, scannable content that’s 100 percent focused on your key messaging
pillars, and includes links to a full-length case study and other resources for more detailed information.
Sometimes viewing a video is easier and just more preferable—especially in our mobile, social-media
obsessed word. By providing a quick video that includes a link to a longer case study with more depth,
you can significantly increase the chance that your success stories will get heard. And let’s face it, most
organizations are sitting on stagnant video libraries that could be consolidated and refreshed into compelling
case study videos that:
Attract the viewer’s attention within the first 30 seconds by introducing an original story that speaks
to his or her own interests and challenges.
Sustain the viewer’s attention by narrating a complete story (with a beginning, middle and end)
that provides proof points and memorable quotes and demonstrates how similar organizations
were able to implement the solution/product.
Case Study to Video
The six-minute video enables prospects to see and hear how multiple
customers were able to overcome their challenges and transform
their businesses by leveraging TechTerra solutions.
Launch International is a strategy and services firm that helps companies build and
execute high-performance, integrated marketing and sales enablement programs.
We offer a robust and comprehensive approach to case studies that:
Incorporates fresh storytelling approaches and channels that grab and maintain the
prospect’s attention, ensuring that they learn the benefit of your solutions and gain trust.
Leverages our decades of IT messaging/sales enablement expertise, as well as a deep
understanding of your voice, key messaging, and brand standards.
Provides full service, including strategy, interviews, content, project management, and
design services—freeing you to focus on other, higher-value activities.
Gets the messaging right up front through extensive and thorough interviewing and
hard numbers to support the value of a solution.
Translates client success stories into clear and unique
messaging that differentiates your solutions from competitors.
Uplift Your Case Studies Today
Learn more about how Launch International can help you uplift your case studies and
maximize your results. Visit www.launchinternational.com, or call us at 215-230-4340.