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BRASS CLASS
Document your success
with an IT Case Study
Creating an IT Case Study adds
to your market credibility and
shows your capabilities and
successes.
They are hard work so...
PROMOTE YOUR CASE STUDY TO A WIDE AUDIENCE
 Start planning what you will do with your case study
 We will publish it on ...
A CASE STUDY REDUCES YOUR PROSPECT’S RISK!
 Case Study production is hard work but it delivers a compelling
sales tool.
...
A CASE STUDY HELPS CAREER DEVELOPMENT!
 IT Manager’s love case
studies – career and risk.
 Marketing Managers
love COMPL...
QUALITY IS VITAL – ROI ON VIDEO CASE STUDY?
 Production costs (for high quality) are prohibitive
 Google can’t index vid...
IT’S ALL ABOUT REACHING YOUR TARGET AUDIENCE
 Decision makers and recommenders
 Easy to read and scan
 Help you to win ...
REMEMBER WHO YOUR AUDIENCE IS AND
ENSURE YOUR CONTENT IS OF INTEREST
GET APPROVAL TO WRITE YOUR CASE STUDY
 It’s critical that you receive approval before you begin
 Try to get buy-in as wi...
SPEND TIME ON A TEMPLATE – SAVE TIME LATER
 Use a template
 Word Count consistent
 Image Size
 Set an annual productio...
LET THE SUCCESS STORY BE YOUR SALESPERSON
 Stick to the facts
 Be impartial - dispassionate
3.05 A CASE STUDY IS NOT A B...
THERE ARE ONLY HEROES IN A CASE STUDY
 Client overview and project metrics
 Brief quotes – write them yourself
 Challen...
“IF THEY READ IT – THEY WILL BUY ”
 Executive Summary with bullet points
 Bullet Points
 More bullet points
 Hyperlink...
WRITE TO BE READ – WHAT’S THE POINT OTHERWISE?
4.2 DISSEMINATE INFORMATION
HELP YOUR PROSPECTS JUSTIFY THEIR BUSINESS DRIVER
 Remember your audience – Technology Buyers
 Business Driver
 Return ...
NARROW THE SCOPE OF INVOLVEMENT
 Interview – detailed notes and then transcribed to my Fact
document – the foundation of ...
NARROW THE SCOPE OF INVOLVEMENT
 Website – HTML (SEO)
 Adaptation and publishing in a trade journal
 Twitter
 LinkedIn...
Mike Ryan
info@brassrazoo.com.au
http://www.brassrazoo.com.au
LinkedIn
http://au.linkedin.com/in/mikeryanbrassrazoo
We foc...
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Brass Class - Tips on producing iT Case Studies

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These are a selection of tips that will help you complete information technology case studies that will assist your sales efforts.

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Brass Class - Tips on producing iT Case Studies

  1. 1. BRASS CLASS Document your success with an IT Case Study
  2. 2. Creating an IT Case Study adds to your market credibility and shows your capabilities and successes. They are hard work so be prepared.
  3. 3. PROMOTE YOUR CASE STUDY TO A WIDE AUDIENCE  Start planning what you will do with your case study  We will publish it on our website  Promote it on LinkedIn with many staff helping  A good case study tells a story about reducing risk  Start thinking about your goals and expand them 9.0 WHAT NOW? (I JUMPED AHEAD)
  4. 4. A CASE STUDY REDUCES YOUR PROSPECT’S RISK!  Case Study production is hard work but it delivers a compelling sales tool.  Don’t talk about your competencies but demonstrate your abilities with a well crafted case study.  IT Manager’s love case studies – career and risk.  Marketing Managers love COMPLETED case studies.  R.I.S.K – Mitigation is critical 1.0 INTRODUCTION: WHY BOTHER?
  5. 5. A CASE STUDY HELPS CAREER DEVELOPMENT!  IT Manager’s love case studies – career and risk.  Marketing Managers love COMPLETED case studies.  Recruiters love case studies – short listed 1.05 A LOT OF LOVE! CAREER GOALS
  6. 6. QUALITY IS VITAL – ROI ON VIDEO CASE STUDY?  Production costs (for high quality) are prohibitive  Google can’t index video – add audion transcription to production cost  Not transportable – file sizes 30-150Mb (SD or Hi-Def)  Reaching your audience – scannable .pdf versus linear video – what is the likelihood of reaching your “C” level audience?  Script the Video Case Study – reduce home video look 1.1 VIDEO OR WRITTEN CASE STUDY?
  7. 7. IT’S ALL ABOUT REACHING YOUR TARGET AUDIENCE  Decision makers and recommenders  Easy to read and scan  Help you to win new clients and convert prospects  Sales – Prestige – Sales – JMF – Sales – More Case Studies 1.2 KNOW YOUR GOAL – TO IMPROVE SALES
  8. 8. REMEMBER WHO YOUR AUDIENCE IS AND ENSURE YOUR CONTENT IS OF INTEREST
  9. 9. GET APPROVAL TO WRITE YOUR CASE STUDY  It’s critical that you receive approval before you begin  Try to get buy-in as widely as possible – marketing, colleagues, C-Level  Be very wary of political issues and turf wars. One bad apple can totally derail your hard work 2.0 CLIENT APPROVAL IS CRITICAL!
  10. 10. SPEND TIME ON A TEMPLATE – SAVE TIME LATER  Use a template  Word Count consistent  Image Size  Set an annual production target – be realistic 3.0 LET’S START PRODUCTION
  11. 11. LET THE SUCCESS STORY BE YOUR SALESPERSON  Stick to the facts  Be impartial - dispassionate 3.05 A CASE STUDY IS NOT A BROCHURE!!!
  12. 12. THERE ARE ONLY HEROES IN A CASE STUDY  Client overview and project metrics  Brief quotes – write them yourself  Challenge  Solution  Outcome – Productivity – Efficiency – Lower Costs  Technical content – keep it brief 4.0 MUST HAVE INFORMATION
  13. 13. “IF THEY READ IT – THEY WILL BUY ”  Executive Summary with bullet points  Bullet Points  More bullet points  Hyperlink everything  (social media – website - logo - references)  Customer supplied images of PEOPLE (no stock please)  Technical stuff – limited but still there  About Us (Awesome is OK here) 4.1 I LIKE THIS CONTENT IN EVERY CASE STUDY
  14. 14. WRITE TO BE READ – WHAT’S THE POINT OTHERWISE? 4.2 DISSEMINATE INFORMATION
  15. 15. HELP YOUR PROSPECTS JUSTIFY THEIR BUSINESS DRIVER  Remember your audience – Technology Buyers  Business Driver  Return on Investment  Break Even Analysis  Risk Analysis  Total Cost of Ownership 4.3 WRITE A BUSINESS JUSTIFICATION
  16. 16. NARROW THE SCOPE OF INVOLVEMENT  Interview – detailed notes and then transcribed to my Fact document – the foundation of the case study  Writing – about 1-week (includes interview)  Engineers over Sales guys  Set an annual production target – be realistic  The more the un-merrier – less is good 5.0 STAKEHOLDER INVOLVEMENT
  17. 17. NARROW THE SCOPE OF INVOLVEMENT  Website – HTML (SEO)  Adaptation and publishing in a trade journal  Twitter  LinkedIn  Mailout – HP Laser Printer  Newsletter 6.0 WHAT NOW?
  18. 18. Mike Ryan info@brassrazoo.com.au http://www.brassrazoo.com.au LinkedIn http://au.linkedin.com/in/mikeryanbrassrazoo We focus on the Enterprise IT market providing: Case Studies Opinion and Editorial White Papers Website Content

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