Uploaded byMatt Volpi
Let your customers do the talking: Creating and leveraging great case studies
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.
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Let your customers do the talking: Creating and leveraging great case studies
- 1. Let Your CustomersDo the Talking: Creating and Leveraging Great Case Studies Matt Volpi | Tovana Consulting, Inc.
- 2. You’re asking yourcustomers to set out on a journey
- 3. You know wherethey’re heading… but they don’t
- 4. No one wantsto feel like they picked the wrong route
- 5. What is SalesDoing? Trying to get a meeting with anyone they can
- 6. What is SalesDoing? Bringing out their entire box of tricks to see what resonates
- 7. What is SalesDoing? Giving demos to wow prospects with all the great stuff your solution can do
- 8. What is SalesDoing? Promising the moon to get the sale, hit their number and get their commission
- 9. Your company istalking about FEATURES
- 10. Customers care howyour 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
- 13. Prospects want tosee other customers they relate to…
- 14. …and how theyalready succeeded at the same thing
- 15. Give them confidencethey’re not alone on this journey
- 16. Finding the SweetSpot Benefit Industry Company Type Benefit Interest Customer Type B2B B2C
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- 18. 10 Interview GuideQuestions • 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?
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- 20. Casting the starof 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
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- 22. 7 InterviewingTips • Stayconversational • 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
- 23. Now you’re readyto craft a case study
- 24. Find a themeto focus on
- 25. Create a relatablenarrative your prospects can relate to
- 26. Let your interviewsubjects be the stars of the story
- 27. Show the imperfectpath taken to realize the benefit
- 28. Keep the audienceof potential naysayers in mind Image Credit: Leonardo Rizzi
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- 31. Get your customerto approve the final versions
- 32. Arm your salesforceand work it into their presentations
- 33. Use the rawcomponents to create additional material
- 34. Broadcast it usingall available channels
- 35. A Quick WordAbout 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)