Stories that Sell

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5 Tips for Tweeting Your Customer Case Studies

Stories that Sell

In spreading the word about new content, marketers clearly see the value of social media. In fact, 93% of B2B marketers use social media to share their content, with 87% of them choosing to do so on Twitter. 2016 B2B Content Marketing: 2016 Benchmarks, Budgets, and Trends—North America). And on Twitter, posting a written or video customer case study is pretty quick and simple. Package Tweets.

The Small Marketer’s First Steps to a Customer Advocacy Effort

Stories that Sell

A few years ago, I delightfully observed as a client started a customer advocacy program. What’s that, you might ask? It’s an effort to go beyond one-off case studies and reference calls to engage with customers who are willing to serve as advocates for your products and services in a variety of ways. Impressive. Why Your Business Needs an Advocacy Program. How Advocates Engage with Your Business.

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The Small, Big-Impact Piece Missing from Case Studies

Stories that Sell

At age 16, I walked into my small town's local newspaper and asked if I could write for them. The owner had no staff writers, and she agreed to turn me loose on a story. wrote about a local business and went on to write about many more. At the time, I regularly studied good writing, in school and in everything I read. But while I have been working IN writing, I haven't always worked ON my writing.

The Risk of Stripping Down Customer Case Studies

Stories that Sell

In my household, we''re having a newspaper war. At least once a week, a kerfuffle breaks out over a particularly engaging article in one of the publications we regularly consume. We''re not debating the content of the article. We''re fighting over who had it last and where that person left it. With a 3-year-old sharing the house with us, it''s rare to finish a feature story in one sitting.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves.

Case Study Copywriters: Juggle More for Your Clients

Stories that Sell

When we want to stock our kitchen, our family shops at three different grocery stores. We visit one store for seafood and organics, another for the kind of tortellini my son likes, and another for our favorite brand of salsa. High maintenance? Probably. We want what we want. But at times it’s exhausting. It’s more stops of the car and more items on the to-do list – and more time out of the day.

5 Trends in Customer Case Studies – An Interview with Projectline

Stories that Sell

What's new with customer stories and where are we headed? That's the question I recently asked Erica Hansen, director of customer engagement at Projecline. The fast-growing marketing services firm has built a solid reputation by assisting companies like Microsoft with customer references and evidence. I've followed the firm and gotten to know a few folks via social media the past few years.

Enter to Win – One Free Ticket to an Online Storytelling Conference

Stories that Sell

Stories are everywhere these days. And while businesses have always used stories to connect with their audiences, we seem to be in the midst of a story resurgence. New books, blogs and articles regale the power of story to win friends and influence people, and are filled with examples of organizations doing just that. I'm excited to attend. And I just happen to have one extra ticket to GIVE AWAY.

Do Buyers Still Read Case Studies?

Stories that Sell

The written case study still reigns. realize that I’m not the most unbiased authority on the supremacy of the written customer case study. earn my living writing case studies and teach other writers to do the same. But a recently released survey from Eccolo Media backs me up. And it''s excellent news for writers looking to help companies create their customer stories. Eccolo also revealed.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

7 Companies Boldly Leading with Customer Stories

Stories that Sell

I’m sorry to tell you this, but your marketing has a credibility problem. You’re not the only business facing this challenge. Potential customers distrust nearly all marketing. When promoting ourselves, we usually make a lot of promises, and prospects don’t know whether we’re living up to those promises. For that, they need objective, outside opinions. Microsoft. It doesn’t get better than this.

Are You Prematurely Aging Your Case Studies?

Stories that Sell

During a workshop I attended in LA last spring on oral storytelling, we discussed the elements that signal the beginning of a story. story sets us in a time, a place and with a subject. •    “It was Christmas 2012 and we were sitting at the dinner table when all of sudden…”. •    "Wright Mechanics deployed SuperSolution in the spring of 2014.".

Supercharge Your Sales Conversations with Story

Stories that Sell

A guest post by Andrew Nemiccolo. We hear a lot these days about the importance of storytelling in business – especially for sales people. But if you’re a sales person, you may still be wondering how exactly you’ll weave stories into your next face-to-face sales call. Much of this apprehension is due to some misunderstandings about story. After all, humans are wired for story!

One Case Study Helps Land FIVE Major Customer Awards

Stories that Sell

Never doubt the power of a single case study or the positive impact for the featured customer. Last year, United Airlines racked up five major awards - and countless resulting PR - for its CRM and direct marketing efforts for the MileagePlus loyalty program: • 2012 Gartner and 1to1 Media CRM Excellence Awards – Silver. • 2012 DMA – Marketer of the Year. How about you?

You Look Good When Your Customer Looks Good

Stories that Sell

A guest post by Val Stephen. www.linkedin.com/in/valoriestephen. Many things can motivate a customer to be a reference for your company. "Free PR" is just the beginning. Customers are increasingly seeing other answers to the question, "What''s in it for me?" Reference activities can help customers communicate with a number of audiences. Normal. 0. false. false. false. EN-US.

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Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.

Survey Says…Customer’s Voice Most Effective Content Marketing Tactic

Stories that Sell

I''ve seen the influence that customer stories have on potential customers time and again, but a new survey provides validation straight from marketers. Customer testimonials and case studies lead the list of most effective content marketing tactics, according to the newly released B2B Content Marketing Survey for 2013. It makes sense. Check out the full survey here. How about you?

Customer Videos 101: How to Score a Killer Sound Bite

Stories that Sell

People seem SO articulate on television, right? News flash: We’re not including Honey Boo Boo here.) Flip on the Amazing Race, Real Housewives, or the Voice - and you rarely see any of the characters stumble, stutter, or slur. In fact, they keep us on the edge of our seats with their riveting sound bites. Truth – these people are rarely this articulate in real life. Excited? Positive?

Customer Case Studies: More Effective, Loss Costly

Stories that Sell

Time and again, I've posted on the effectiveness of customer case studies. But now, there's more evidence that they not only work, but also that they're one of the least expensive content marketing options out there. In a 2011 survey by TechValidate , 126 B2B marketing and sales professionals weighed in on their challenges and strategies for content marketing. Conclusion.

The Ugly Duckling of Case Studies – The “Not-for-Public-Use” Story

Stories that Sell

I have a not-quite-two-year-old, and thus, spend a lot of time reading nursery rhymes and fairly tales. Most of these catchy or intriguing little stories pre-date our great-great-grandparents, but the lessons are still valid today. Take the story of the Ugly Duckling, a tale released by Hans Christian Andersen in 1843. Here''s how. For Use BY or WITH the Featured Customer. To Name or Not to Name?

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.

Survey Says…Case Studies Still Influential in B2B Tech Purchases

Stories that Sell

We all work hard to create attractive content. But just how useful is it in actually influencing buyers? Each year, I look forward to The Eccolo Media B2B Technology Collateral Survey Report , which opens the lid on how B2B technology buyers consume marketing content. Of course, I want to know, what's going on with customer case studies? Again, this year's just-released report didn't disappoint.

How Customer Case Studies Drive Traffic to Company Sites

Stories that Sell

A glowing customer success story is a coveted piece of marketing collateral, but case studies are not always easy to create. If you manage case studies, or write them, you know the challenges: getting a customer to agree, conducting interviews, writing and editing the story, and getting customer signoff. Nearly every organization posts a completed case study on their website. LinkedIn and Facebook.

Calling ALL Customer Reference Programs – Become Relentlessly Efficient

Stories that Sell

Normal. 0. false. false. false. EN-US. guest post by Jamie Diamond. Do you lead an intergalactic customer reference program for a Fortune 500 company, or maybe you’re the one-stop-shop, all things customer reference at a start-up? Based loosely on the book, The 4- Hour Workweek , by Timothy Ferriss, the following tips are for reference pros desiring to become RELENTLESSLY EFFICIENT.

Want to Write Case Studies? How Technical Do You Need to Be?

Stories that Sell

By Casey Hibbard. Before I started writing about technology as a business reporter, I had zero technical background. The closest I''d come to technology was a high school computer science class that I''d barely passed. But this was different. I was writing about technology in layman''s terms, not about the bits and bytes behind it. Pretty soon, I was the newspaper''s tech columnist.

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.

Zahmoo: The Online Story Bank

Stories that Sell

In an organization, a single, powerful story can help land new business, get PR, win awards, train new sales reps, and reinforce the company's vision among all employees. Yet so many stories go unrecorded - and lost as people leave the company. You need a process for capturing them, and a place to do so. It lets you. Collect stories from folks throughout your organization in one place.

The #1 Question to Ask Before Starting Any Case Study

Stories that Sell

A customer story can't just be interesting or results-oriented. It also needs to sell. Even more critically, it needs to influence the intended audience. Before beginning customer success stories or case studies with a new client, I ask a LOT of questions of my marketing contacts - well before ever talking to one of their happy customers. What do they do, for whom and how?

Why Some Buyers Don’t Look at Case Studies

Stories that Sell

Locked. Let''s suppose, for a moment, that you''re in the market for a new car. You probably don''t just get up in the morning, head to a dealership, drive one and buy. Before that, you might spend months - or even years - thinking about what type of car you would like. You look at other cars on the road, you notice car ads, talk with friends, and you go online to learn more about specific makes and models. Then you head to the automaker''s website and notice they have a link for customer success stories. Toyota does this nicely.). You follow the link to see the customer stories and. 10 fields!

How HP Case Studies Cater to Readers and Skimmers

Stories that Sell

Over and over, we hear that most buyers don't really read marketing copy, but rather skim it. So how does that affect the way you present customer stories? First, that may not always be true. Some skim while others want to read more. Or, someone might intially skim but read more closely further into the buying cycle. On a web summary, do the same. Skimmers have all the info they need right there.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.

8 Traits of Sales-Win Stories

Stories that Sell

Savvy sales teams share customer success stories to move prospects further toward a purchase decision. But customer case studies aren't the only type of story that can help a rep close a sale. Many companies create sales-win success stories to document what was behind a particular sale. Who did sales reps talk to? How long was the sales cycle? What approaches did they use? Document the details.

The Resume is Dead: The (Story) Bio is King

Stories that Sell

Note from Casey Hibbard:While I’m out on maternity leave until the end of July, this blog will feature a summer guest blogger series with content from experts in marketing, organizational storytelling and writing. By Michael Margolis. Gone are the days of “Just the facts, M’am.” Instead we’re all trying to suss each other out in the relationship economy. Do I share something in common with you?

The 4 Elements of a Technology Customer Case Study

Stories that Sell

It's no wonder that customer case studies are a staple in marketing and selling technology products and services. Technology is complex, pricey and usually requires decent time to ramp up. On top of that, it demands ongoing support when something goes awry. The customer case study uniquely demonstrates that a technology works well in a customer's environment and the experience has been positive.

Case Studies: When Measurable Results AREN’T Necessary

Stories that Sell

"Chris Strouth tweeted "sh*t, I need a kidney" then got one." Whoa, what? That's the headline on one of Twitter's new success stories , one of many about how the social media site has made a difference for people. Twitter features a number of stories, but out of all of them, I needed to read that one - to know the rest of the story.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth.

Happy Customers Tell Their Stories – Live and In Person

Stories that Sell

As you've heard here before, a customer's story can be used for much more than just collateral or for website content. Live presentations are one of the hottest ways to showcase customer stories - and all the more powerful when the happy customer does the presenting. What better way for a company to get an endorsement from a reliable source, in front of a roomful of potential customers?

Kronos Spotlights Dozens of Customers through Expanded Reference Program

Stories that Sell

The book Stories that Sell , and a recent blog post here , lauded Kronos Incorporated for its Best Practices Awards Program, an annual program to recognize customers that achieve value and success with Kronos solutions. The leading maker of workforce management solutions featured award winners at its annual user conference, KronosWorks. Need a refresh on what a customer reference program is?

Case Study Design – Turn it Sideways

Stories that Sell

It's easy to get into a rut with design, especially when a marketing piece like a case study contains all the same elements every time. Headline. Subhead. Photo. Steelcase , known for its office designs and furniture, has brought its design inspiration to the customer success story. But more than that, the company added a simple twist - turning the success story horizontal. The result? Share

Can You Doctor Customers’ Quotes?

Stories that Sell

In journalism, a person's direct quote is sacred. What's said is said, and any journalist with integrity doesn't change a word. While customer case studies have many similarities to journalism, they're not. It's marketing. And customers have the chance to review and approve their stories and direct quotes. That single fact alone is why it's OK to change quotes, but not TOO much. In short, a little.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.