This document discusses how to create and leverage case studies by interviewing customers about how a company's solutions benefited them. It provides tips for selecting case study candidates, conducting interviews, crafting narratives focused on benefits, and promoting approved case studies through sales and marketing channels. The goal is to give prospects confidence by showing how other similar customers succeeded through stories they can relate to.
10. Customers care how your
solution will BENEFIT them
Image Credit: Sebastiaan ter Burg
11. B2B Customer Benefits
• Help them do something faster
• Help them do something cheaper
• Help them do more
• Help them stop doing something they don’t
want to do anymore
• Help them do something new
• Help them use their resources differently
12. B2C Customer Benefits
• Make them happy
• Save them time
• Save them money
• Help them do something new
• Help them stop doing something they don’t
want to do anymore
18. 10 Interview Guide Questions
• Full name, title and responsibilities
• What got them interested initially?
• Were there concerns and how were they addressed?
• How did they make their decision?
• Who else did they have to convince?
• Where did they find the money?
• Did it deliver on the promised benefits?
• What are the unexpected benefits/drawbacks?
• What were/are the challenges?
• What advice do they have for others?
20. Casting the star of your story
• Keep the Sweet Spot in mind
• Get suggestions from sales, account
management and customer service
• Make sure there are no potential land mines
• Get their buy in and commitment to let you
publish BEFORE you go any further
22. 7 InterviewingTips
• Stay conversational
• Let them go off on tangents
• Pay attention and think of follow-up questions
• Always look for the great quotes
• Dig for measurable successes and shareable stats
• Ask if there’s anyone else you should talk to
• Leave the door open for either side to follow up
with more questions/information
35. A Quick Word About
Me andTovana Consulting
• Tovana Consulting, Inc. – http://tovana.com
– Providing market research, strategy & marketing/
content creation services since 2002
– Clients in a range of industries including technology,
financial services and education
• MattVolpi – @mattvolpi
– 20-years in product management and marketing
– PM at (former) mobile & Internet giants
• CMGi, Nokia and Sun Microsystems
– Executive roles at two start-ups
• BigBelly Solar
• Modiv Media (acquired by Catalina Marketing)